Painting accessories and tools being displayed at the Nippon Paint China brand upgrade press conference in Beijing, on Sept 3, 2014. [Zhao Qian/China Daily]

The company also keeps pace with China’s social development and the call for more environmentally friendly and energy-saving paint products in the industry. Its high-level innovation and technology paint products for different surfaces are part of the effort to help save natural materials for environmental protection.

As a part of its brand renewal, Nippon Paint China will make arduous efforts to fulfill its social responsibility and continue community care programs. Some 1,800 Nippon Paint China distributors are taking part in its "Color, Way of Love" project, which started in 2009 and resulted in painting 200 primary schools in remote parts of China.

In addition to improving the learning environment for rural children, the company has continued its long-standing art education support for primary schools in remote areas by building Nippon Paint Art Classrooms, providing training for local art teachers and arranging college student volunteers, in the hopes of bringing colors and dreams to Chinese children.

"For Nippon Paint China’s CSR upgrade, what we do is "participate", by involving Nippon Paint China distributors, partners, and our 8,000 staff members," said Ariel Wu, PR, CSR and brand communication director at Nippon Paint China.