Shiseido is a famous cosmetics brand in Japan. The name derives from the Chinese "Yi Jing" in "to zai kun yuan, ten thousand material life", the meaning of Shiseido is to breed new life, create new value. "Zai Kun Yuan, Wan Wu Sheng" means "praise the virtues of the earth, she has nurtured new life and created new values." This name is the reflection of the company image of Shiseido. It is the combination of eastern aesthetics and consciousness with western technology and business practice, the combination of advanced technology with traditional ideas, and the interpretation of implicit eastern culture with western culture.