Shiseido (Shiseido), is Japan's famous cosmetics brand, the brand adhering to the 'hundred years of craftsmanship, let the United States Shiseido' concept. The name of Shiseido comes from the Chinese Book of changes, which means to nurture new life and create new value. 'To the Kun Yuan, all things Zisheng' means 'praise the virtue of the earth, she nurtured a new life, created a new value.' This name is a reflection of Shiseido's corporate image. It combines oriental aesthetics and consciousness with western technology and business practice, combines advanced technology with traditional ideas, and interprets implicit oriental culture with western culture.