Lion King is a century-old daily chemical brand and the largest consumer goods company in Japan, and is known as the two aces of oral care in Japan along with SUNSTAR Group. Since 2011, Lion King has leveraged the Chinese market through e-commerce channels, and the public has long been familiar with its oral care brands such as Fine Teeth and Tooth Lijia. Oral care products are the primary development object of Lion King, accounting for 90% of revenue, and its dental floss is also a product that is worth repurchasing.
 
Lion King has two series of dental floss, Tooth Lijia and DENT, both of which are made of nylon. In the 80s of the 19th century, people used waxed silk thread to clean their teeth, until the development of nylon thread during World War II, which replaced silk thread and became the dominant dental floss market today. Nylon is tight and wear-resistant, and its mechanical properties are between polymer thread and polyester thread, which is a cost-effective thread, but it also has the disadvantage of not being smooth enough, so Lion's dental floss has been waxed, which is easier to slide into the gap between the teeth and has a better use experience.
 
The Lion King also has an efficient cleaning power, and the expanded dental floss is its patented product. Both the Dental Floss and DENT series dental floss are inflated flossers that swell into a three-dimensional spongy structure as soon as they come into contact with saliva to increase the cleaning area. Both floss styles are infused with a mint scent, and the remaining amount of the translucent box design is clear at a glance. The specifications of each box are 40 meters, and the reference price is 35 yuan. In addition to the expansion of dental floss, Tooth Lijia also produces dental floss, its deep cleaning dental floss rod body is flat and three-string shape, stronger than the general single-chord dental floss, this dental floss stick is odorless, 30 pieces per box, the price is about 49 yuan. In order to meet the market demand, Tooth Lijia will set up a special production line in China in the Japanese factory, and the Tooth Lijia series of products can be purchased on major e-commerce platforms, while DENT has not yet laid out the Chinese market.
 
Compared with dental floss, dental floss sticks require less skill and are suitable for children or novices, but at the same time, they are less flexible and can only be cleaned up and down, not up and down to the beveled side of the teeth, and cannot be reused. The dental floss is a small box, which is very convenient to carry out the house, and the dental floss stick is more suitable for home use. It is worth noting that Lion King Expanded Floss is more suitable for people with large tooth gaps, and small tooth gaps will be more difficult to use. There are 4 colors to choose from, and there is no functional difference between them, but the color of the packaging box is different.