Lion King is one of Japan's century-old daily chemical brands and one of the largest consumer goods companies, toothpaste, toothbrush sales rank first in the Japanese market all year round, with annual sales of nearly 400 billion yen in 2016, is a well-deserved Japanese national brand. Nowadays, the distribution of Lion King radiates to Asia, with factories in Thailand, Malaysia, South Korea and other places, and for the Chinese market, as early as 1988, the Japanese Lion King has joined forces with the Mitsubishi Foundation to build a factory in Qingdao, which is one of the earliest Japanese toothpastes that many Chinese consumers have come into contact with.
 
狮王的开架toothpaste产品线非常丰富，就中国市场来说，保留有ZACT渍脱系列、CLINICA齿力佳系列两大招牌，且产地为Japan工厂，属进口toothpaste，与青岛工厂出品的细齿洁夜间护龈系列、花语白美白toothpaste等零散单品组成中国市场产品线。而WHITE&WHITE美白系列、DENTOR SYSTEMA渗透系列等则主要投放在Japan市场中。除开架产品外，DENT系列是狮王面向口腔科医院的医用产品线，其toothpaste含氟量可达1450ppm的高浓度，并添加有IPMP（异丙基甲基苯酚）杀菌成分和TXA（氨甲环酸）止血成分，建议在牙医指导下选择和使用。
 
Among them, the most well-known Lion King toothpaste among domestic consumers is the CLINICA series that is popular in the Asian market. The main whitening function of the Tooth Lijia series is what Chinese people often call "enzyme" toothpaste, which is the dextranase independently developed by Lion King. In fact, the main ingredients of the toothpaste system in this series are still hydrated silica and fluoride, whether at the whitening or anti-cavity level, the actual use effect of adding glucanase is not much different from that of ordinary toothpaste, and the main whitening effect has not been deeply reflected.
 
In addition to the tooth strength series, the highest sales volume in the Chinese market is actually the ZACT stain removal series, which uses a higher concentration of abrasives such as dicalcium phosphate and hydrated silica to remove physical friction stains from exogenous pigments, and has a certain removal effect on tooth stains caused by smoking and drinking tea, but because it does not add fluoride, the protection against caries is weak, and it is not recommended to use it for a long time. The Fine Tooth Night Gum Care series is added with the bactericidal ingredient IPMP, which can play a short-term role in antibacterial and fresh breath, and is suitable for use at night before going to bed.
 
WHITE&WHITE美白系列实际采用碳酸钙进行物理去渍，颗粒感强，对外源性烟茶牙渍有一定去除效果，优于齿力佳系列，但toothpaste口感略粗糙，不如齿力佳顺滑。DENTOR SYSTEMA渗透系列主要通过杀菌成分来尽量维持口腔健康环境，能对牙周病起到一定预防效果。
 
In terms of price, the unit price of Japanese toothpaste such as ZACT series and CLINICA tooth lijia series is about 20 to 30 yuan, while the fine tooth cleaning series produced in China can be won within 20 yuan. As far as the sense of use is concerned, most of Lion King's toothpastes focus on cool taste, some mint-flavored toothpastes will be a little spicy, and Lion King toothpaste paste is generally thin, the friction agent particles are large, the taste is rough, and the performance is average in the brushing experience.