Health & Wellness, Lifestyle

Systema’s Be #GumProud Campaign Promotes Gum Health Awareness in Malaysia with MSP Partnership

(L-R) Assoc. Prof. Dr. Yee Hway Ann@Anne Yee, Coordinator of Nicotine Addiction Research & Collaborating Centre (NARCC), Prof. Dr. Rahimah Binti Abdul Kadir, Specialist Advisor at Universiti Malaya Centre for Addiction Science Studies (UMCAS), Mr. Kazuo Mabuchi, Managing Director of Southern Lion, Dr. Noormi Binti Othman, Principal Director of Oral Health, Ministry of Health Malaysia, Dr. Yuhaniz Ahmad Yaziz, President of Malaysian Society of Periodontology (MSP), Ybhg. Mejar Jeneral Dato’ Dr. Zulkifli Bin Zainal Abidin, Dental Director of Malaysian Armed Forces Health Services, Ministry Of Defence Malaysia (MINDEF), Assoc. Prof. Dr. Amer Siddiq Amer Nordin, Director Of Universiti Malaya Community Engagement Centre (UMCares) and Assoc. Prof. Dr. Haslina Rani, Lecturer And Public Health Specialist, UKM Faculty Of Dentistry.

In conjunction with Gum Health Day, when gum health awareness is promoted globally, Systema, one of the leading oral care brands from Japan, launched its Be #GumProud campaign in an effort to raise awareness of the significance of gum health. The campaign, which is being run in collaboration with the Malaysia Society of Periodontology (MSP) and the Ministry of Health Malaysia (MOH), aims to educate Malaysians on the value of maintaining good gum health and gum care.

Dr. Noormi Binti Othman, Principal Director of Oral Health, Ministry of Health Malaysia, highlighted the severity of gum disease in Malaysia during the event.

According to the National Oral Health Survey for School Children in Malaysia (NOHSS, 2015), 99.6% of 12-year-old children experienced bleeding gums, which is an early stage and sign of gum disease.  It is estimated in 2019 that 9.2% of adults aged 15 years and above suffer from severe periodontal disease according to the World Health Organization (2022),

said Dr. Noormi Binti Othman, Principal Director of Oral Health, Ministry of Health Malaysia

According to a study done on Malaysian adults by Lion Corporation Japan, the company that owns the Systema brand, 80% of those polled had at least one visible symptom or sign of gum disease, but only 1% were aware that they had it. This demonstrates how Malaysians are less aware of the value of good oral health in general.

Awal Ashaari, Malaysian celebrity

Poor oral hygiene, when combined with other risk factors like tobacco use, is a significant behavioural risk factor. Teaching and empowering Malaysians to perform self-oral health care before or after brushing their teeth is necessary. This includes looking for issues like bleeding gums, food particles, or swelling that can aid in the early detection of oral conditions. While the ministry has made significant efforts over the years to prevent and control gum disease through public education and awareness campaigns as well as by offering affordable and accessible dental services, Dr. Noormi stated that more needs to be done to engage the Malaysian public and raise awareness of the importance of maintaining healthy gums and teeth.

Similarly, Malaysians’ alarmingly low awareness of the condition of their gums concerned Mr. Kazuo Mabuchi, Managing Director of Southern Lion. He asserted that while many Malaysians may be unaware that healthy pink gums are equally crucial for preserving our overall oral health, oral health is frequently associated with white teeth and fresh breath.

As a leading oral care brand from Lion Corporation Japan with over 130 years of experience in periodontal care, Systema sees its role as educating Malaysians on how to better take care of their gums and promote overall oral health. Healthy gums are the foundation for strong teeth. We are delighted to have the support of the Malaysia Society of Periodontology (MSP) and the Ministry of Health Malaysia in this national campaign, which encourages Malaysians to be proud to show off their gums by protecting them and keeping them strong and healthy.

Be #GumProud aims to assist Malaysians in evaluating their gum health and gaining a better understanding of how it affects dental health and the longevity of their teeth. The public can access Systema’s website from May through the end of June 2023 to complete an online assessment of their gum health. Systema will also hold a number of roadshows to inform customers about the value of good oral hygiene habits and the contribution that gum health makes to maintaining teeth and good general health for a quality of life. Customers are urged to take advantage of this chance to assess their own gum health, make improvements, and claim a free starter kit from Systema!

At Southern Lion, we are committed to helping people achieve good gum and overall oral health by using the right toothpaste and toothbrush. Leveraging Systema’s strengths and technology in periodontal disease prevention from Japan, we have created a range of toothbrushes and toothpastes specially designed to protect the gums and help prevent gum problems while maintaining healthy teeth,

said Mr. Kazuo Mabuchi, Managing Director of Southern Lion

Systema Advance Toothpaste formulation with Advance Plaque Buster technology combines three proprietary ingredients that break down plaque biofilm and kill bacteria hidden in gum pockets that can cause gum problems. It is also clinically proven to be 4X better in preventing gum problems! Systema range of 0.02mm super-tapered bristles in toothbrushes help remove plaque physically from between teeth, along the gum line, and inside gum pockets while still being gentle to the gums. This helps to provide 40% better clean between teeth and gum lines yet is 3x gentler on gums than normal toothbrush,

explained Mr. Kenichi Shirota, Associate Senior Manager from Lion Corporation Japan

Our gums protect our teeth. Without the correct gum care, bad bacteria find their way in and around our teeth, causing infection and inflammation. If not addressed at an early stage, it can lead to the destruction of the gum tissue or periodontitis, more commonly known as gum disease. Gum disease starts with plaque, a sticky bacteria-filled film, which builds up under and along the gum line. Besides that, gum disease may even increase the risk of osteoporosis1, heart diseases2, stroke3, and diabetes4,

explained Dr. Mohd Faizal Hafez Hidayat, Vice President of Malaysian Society of Periodontology (MSP)

Gum disease prevention is crucial, and oral health professionals advise starting young to form the habit of caring for your teeth and gums. This is especially useful for detecting and treating gingivitis early on. Our gums can serve as the body’s main line of defence by receiving the proper care and maintenance.

Take a quick online assessment of your current gum health to start your Be #GumProud journey. Remember to try some Systema products to help keep your gums healthy. Visit to learn more about Systema’s Be #GumProud campaign.

1. Osteoporosis and periodontal disease: Javed F, Al-Hezaimi K, Almas K, Romanos GE. Is there a relationship between osteoporosis and periodontal disease? A meta-analysis. J Periodontol. 2010 Mar;81(3):329-43. doi: 10.1902/jop.2009.090510. PMID: 20230763.
2. Heart disease and periodontal disease: Lockhart PB, Bolger AF, Papapanou PN, Osinbowale O, Trevisan M, Levison ME, Taubert KA, Newburger JW, Gornik HL, Gewitz MH, Wilson WR, Smith SC Jr, Baddour LM; American Heart Association Rheumatic Fever, Endocarditis, and Kawasaki Disease Committee of the Council on Cardiovascular Disease in the Young, Council on Epidemiology and Prevention, Council on Peripheral Vascular Disease, and Council on Clinical Cardiology. Periodontal disease and atherosclerotic vascular disease: does the evidence support an independent association?: a scientific statement from the American Heart Association. Circulation. 2012 May 22;125(20):2520-44. doi: 10.1161/CIR.0b013e31825719f3. Epub 2012 Apr 18. PMID: 22514250.
3. Stroke and periodontal disease: Sen S, Giamberardino LD, Moss K, Morelli T, Rosamond WD, Gottesman RF, Beck J, Offenbacher S. Periodontal Disease, Regular Dental Care Use, and Incident Ischemic Stroke. Stroke. 2018 Apr;49(4):914-919. doi: 10.1161/STROKEAHA.117.019413. Epub 2018 Mar 13. PMID: 29535255.
4. Diabetes mellitus and periodontal disease: Chávarry NG, Vettore MV, Sansone C, Sheiham A. The relationship between diabetes mellitus and destructive periodontal disease: a meta-analysis. Oral Health Prev Dent. 2009;7(2):107-27. PMID: 19655603.

About Systema Malaysia
Systema is a leading oral care brand from Japan owned by Lion Corporation Japan and marketed by Lion Corporation Japan’s affiliate, Southern Lion. Systema range of toothpaste and toothbrushes forms an optimal solution to help improve oral health by protecting against gum problems.

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