With oral health becoming an increasing concern among younger Chinese consumers, Listerine, the mouthwash brand owned by U.S.-based Kenvue Inc, is expanding its efforts to capture China’s growing health and wellness market.
At the 2025 FDI World Dental Congress in Shanghai on Wednesday, Listerine partnered with local associations and dental experts to promote preventive oral care. The initiative aligns with the Healthy China 2030 plan, which emphasizes disease prevention and better access to health services. Introduced in 2016, the national strategy reflects China’s commitment to the United Nations’ sustainable development goals.
During the event, Listerine collaborated with international specialists and professional associations to discuss new technologies and emerging perspectives in global dentistry. The sessions highlighted China’s importance as a fast-growing market for oral health solutions.
Gift Arpaporn Samabhandhu, president of Kenvue China, said the shift among Chinese consumers toward preventive health management opens the door for wider adoption of products such as mouthwash. “We are confident that Listerine will play a bigger role in daily routines and contribute to China’s expanding health consumption,” she said. “This reflects our commitment to helping consumers manage minor ailments and take greater responsibility for their own health.”
The Geneva-based FDI World Dental Federation, founded in 1900, represents 148 member organizations and more than one million dentists worldwide. Its annual congress is a leading platform for global dental research and professional exchange.
At this year’s congress, Listerine unveiled new research findings and product updates. The company also co-hosted a forum on periodontal health with domestic and international experts. The discussions focused on applying clinical guidelines in patient care and strengthening academic cooperation in oral health practices.
Rong Wensheng, professor at the Peking University School and Hospital of Stomatology and secretary-general of the China Oral Health Foundation, warned that periodontal disease is rising among young people in China. He noted that the condition can cause early tooth loss, impair chewing and communication, and reduce quality of life.
“To address these challenges, we need a comprehensive approach to oral care,” Rong said. “This means combining brushing, flossing, and mouthwash use to shift the focus of periodontal disease control from treatment to prevention.”