Challenges are Worthwhile
Rohto Eye Drop released in 1909 is the first eye drops by Rohto Pharmaceutical.
It was developed to treat epidemic eye diseases that were common at the time, and was also given an unusual English name. The development of Rohto Eye Drop shocked the entire industry.
Bottle and dispenser were separated for the former type of containers. After years of diligent effort, we developed the dual-end dropper bottle in 1931.
Rohto Eye Drop immediately became a top brand with the groundbreaking container never seen before in Japan.
In 1964, V•Rohto was released.
Mass advertisement strategies were implemented, once eye drops were no longer categorized as therapeutic medicines, but as health care medicines.
Rohto Pharmaceutical continued its endeavor with the spirit to do things that no one else would do, including Kodomo V•Rohto that was the first product to feature comic illustrations, Rohto Zi with a slim, square bottle, and C Cube contact lens care solution that could be purchased at drug stores.
Rohto's eye drops are now available globally.
Each of our endeavor is to make the eyes healthier all around the world.
Rohto's challenge for the eyes will definitely continue for years to come.
History of Challenges in a Tiny Bottle
Following the release of Ikatsu gastrointestinal medicine in 1899, Rohto
Pharmaceutical released Rohto Eye Drop—its first eye drop product—in 1909,
ten years after establishment.
In 1931, the dual-end dropper bottle was developed. This design allowing
a single drop to be released when pushing the rubber cap at the upper end
caused a revolution in the eye drop industry. At the time, Rohto quickly
became a market leader by taking immediate actions including replacing
all the old containers with the newly designed containers.
Afterward, antibiotics penicillin swept the nation as an all-purpose cure.
Falling behind, Rohto released Rohto Peni-my eye drops by combining penicillin
and streptomycin to create ideal antimicrobial eye drops, an idea that
is uniquely Rohto. Rohto was the first to enclose a postcard questionnaire
in each and every product in Japan, exercising business models utilizing
the techniques of modern marketing.
The popularity and respect for Rohto grew and countless positive feedbacks
were received for ensuring the effectiveness of the products.
In 1964, V•Rohto was released. Along with the changes in people's lifestyles
as a result of the advanced economic growth of Japan, eye drops also changed
from therapeutic medicine to health care medicine. Rohto continued to develop
products that fit the needs of the customers of each era by questioning
what customers truly want.
Rohto's DNA of challenging things that no one would dare to do has been
embedded since the early years and continues to live on today.
Rohto Pharmaceutical will continue to challenge to create a better tomorrow
for the world.
Delivering Happiness beyond Boundaries
Starting from Vietnam and expanding to other neighboring countries, Rohto
has been providing positive supports for seeing such as giving free eye
exams, and distributing free-of-charge Rohto Indonesia's intraocular lens
In Japan, Rohto conducts pharmaceutical education activities to children
of the next generation so that they gain the correct knowledge concerning
medicine. Since 2007, employees of Rohto have been visiting schools and
providing pharmaceutical education classes that teach the correct selection
and usage of medicine through experiments and demonstrations. Children
can familiarize themselves to medicine with fun, while learning the correct
way to use eye drops or watching a demonstration of combining medicines.
In 2012, drug education became a mandatory part of the physical health
education program in junior high school. Rohto developed the pharmaceutical
education program specifically for use in this class. Education tools with
instructions were prepared for teachers so that they can utilize them immediately
Based on the know-how accumulated in pharmaceutical education activities,
teachers can teach students using demonstrations and empty medicine boxes.
Normally, one does not have the opportunity to learn the correct way of
selecting and using eye drops. It is a knowledge passed on from parents.
We believe that the correct understanding of self-medication is the first
step in spreading eye care.