We believe that our corporate principles given below are the very foundation of our overall business; they determine our corporate ethos and give guiding principles to steadfastly lead our entire group on our intended path.Our corporate philosophy called 'Shirushi' was drawn up in January 2005 as our first guiding principle with the aim of further motivating our companies and our employees. 'Shirushi' has three components: the "Basic Philosophy"; the "Vision"; and the "Action Guidelines" to provoke all our corporate members to examine themselves and act with a strong will for change. Our "Corporate Mission" was newly adopted at the time of our corporate name change in July, 2007. It declares 'our promise to our customers' to fulfill through each of our products and services. And our "Corporate Slogan" was announced in October 2008 to shape our attitude in fulfilling the promise. All these important statements constitute our corporate principles."Always thinking of you" - This forms the basis of all our work, our products, and the attitudes of all personnel in our Group. It is not an empty promise based on self-satisfaction but rather our solemn mission by which to live and abide.Kracie contributes to your treasured day-to-day happiness. We give close and warm attention to every small detail of your life while remaining exquisitely sensitive to seasonal changes. This leads us to new ideas for more user-friendly products and services. Ever closer to your life, Kracie will live together with you.This is our mission, pursued to achieve the goal shown in the "Vision". We believe that understanding the needs of every part of our customer's lives is the first step to creating an ideal life in the future together with society.