Rohto × Eye Care

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.

  • Rohto Eye Drop (released 1909)
  • Dual-end dropper bottle (released 1931)
  • V•Rohto (released 1964)

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 for cataract.

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 in class.

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.

  • Eye exam in Vietnam
  • Learning correct way to use eye drops
  • Pharmaceutical education class