APAC Insider- Business Awards 2025 | 18 Whilst there has been significant investment in child development research, dental hygiene remains a critically underserved element of overall wellbeing. Many toothbrushes on the market are unsuitable – and even painful – for infants and children, leaving them with negative memories of toothbrushing for the rest of their lives. Leading manufacturer HOKUBI is setting out to change that with HAMICO, an accessible toothbrush line designed to make toothbrushing fun, no matter the age. We took a closer look below, as HAMICO is named in the APAC Business Awards 2025. Founded in 1981, HOKUBI is a long-established specialty printing company based in Ishikawa, Japan. The company was originally known for its expertise in printing on plastic, as well as various other resin materials such as telephone cards. Over the years, however, demand for these products declined in alignment with shifting consumer behaviour, and the HOKUBI team faced the terrifying possibility of closure. That is, until 2015, when a major turning point arose in the form of current CEO Yuko Kanemoto. Yuko Kanemoto spent the first half of her career as a journalist at a TV station but, following marriage and children, she pivoted and joined HOKUBI. Whilst Yuko possessed no prior knowledge or experience in specialty printing, she believed that the company’s printing technology – combined with her invaluable perspective as both a mother and consumer, and an inquisitive flair developed over years in journalism – could drive HOKUBI to develop truly innovative products. At the time, many of Yuko’s friends were struggling with their babies and children disliking brushing their teeth. She discovered that most toothbrushes available for babies and children were designed with shapes, sizes, bristle materials, and brush lengths unsuitable for their delicate gums. It became very clear to Yuko and her team that children disliked brushing due to the simple fact that their toothbrushes hurt their mouths. Yuko immediately began to develop toothbrushes that were gentle on babies and children, featuring playful shapes and designs that naturally encourage them to brush their teeth. She leveraged HOKUBI’s unique printing capabilities to launch HAMICO, a new toothbrush brand developed in close collaboration with dentists and dental hygienists. Sales began domestically and soon expanded internationally, with HAMICO’s products now sold in more than 28 countries worldwide. Within just two years of the 2016 HAMICO Baby launch, the toothbrush for infants had sold two million units in Japan. Opting to view this significant success as encouragement, the company set out to expand its line with the development of ergonomically designed toothbrushes for children and adults. Today, HAMICO’s line of toothbrushes feature three different sizes for the entire family, with more than 20 different colourful designs that ensure toothbrushing remains both effective and fun. Across its line, all HAMICO products are made in hygienic facilities in Japan, operated to the highest standards of cleanliness and quality control. Whilst many countries in the APAC region are experiencing a significant decline in birth rates, Japan is home to a high volume of highly skilled, hardworking individuals and offers HAMICO a major advantage in ensuring consistent quality across its product line. For this reason, the company maintains its manufacturing facilities in Japan to uphold the strictest standards, whilst exporting its products to clients around the world. Since its launch, HAMICO has not once relied on advertising or promotional spending, instead allowing the quality and efficacy of its products speak for themselves. Yet, the product has captured the hearts of adults and children alike: exciting new parents, inspiring children to brush their teeth on their own, and helping families to naturally build healthy brushing habits. Through the power of social media and word of mouth recommendations alone, HAMICO has risen to great heights – earning prestigious awards and selling more than six million toothbrushes to date. The year 2026 marks the 10th anniversary of HAMICO’s inception, a decade distinguished by unrivalled innovation, client-centricity, and success. Since its establishment, the company has strived for continuous improvement and evolution, always designing its products with the end-user in mind. In the wake of its rightful recognition as the Best Toothbrush Manufacturer 2025, HAMICO intends to continue reshaping the dental sector with groundbreaking products and services that bring happiness and hygiene to parents, children, and families everywhere. Email: [email protected] Company: HOKUBI Co, Ltd / Hamico Web Address: www.hamicobrush.com & www.hamico.jp Best Toothbrush Manufacturer 2025
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