BabyJoy brand is a personality like "by representing a mother's love, BabyJoy is the best partner who can be relied on while taking care of your baby" and BabyJoy provides a baby with the best warm comfort feeling, like when he/she is being held by a his/her mother. With this, BabyJoy promises to deepen further a mother and baby's bond.

The mother who wishes to give all her love to her child as much as possible so that her child can grow up with rich and full feelings and be loved by everyone. BabyJoy is a baby care products and services by the latest absorbent technology and nonwoven processing technology in the world which will always continue to pursue improvement for childcare life based on a deep understanding about a child's mind and the body. A child's bottom is kept healthy with the World's best absorbent functions, baby feels comfort and in good spirit (always smiling). That is why a mother feels a sense of reliability (sense of peace).