The Pigeon Way

The Pigeon Way describes our “Corporate Philosophy”, “Credo” and “Purpose”. It also outlines out three “Values” which each and every employee upholds when performing their work, five “Action Principles” on which we base our actions and which also serve as a guide for our actions and the “Vision” which is what we aim to become in the medium to long-term.

The “Pigeon Way” is the cornerstone of all activities. It embodies our “heart and soul” and sets the grounds for our actions to stream from this core.

We believe every baby is born with a remarkable gift: the ability to be truly themselves.

Pigeon believes in preserving and nurturing the qualities that make each baby special.

Our years of experience in serving generations of babies has taught us there’s no one-size-fits-all approach to development.

Each baby deserves to progress at their own pace and to become whoever they want to be.

We strive to encourage curiosity, celebrate diversity and open horizons, because a society that treasures these things is one that will grow up to be creative, inclusive, and free.

Corporate Philosophy

The essence and core of our company



Only love can beget love


Our reason for being and the role we should play in society

We want to make the world more baby-friendly by furthering our commitment to understanding and addressing babies' unique needs. Besides developing dynamic products that complement the lifestyle, we want to provide services and spaces in public areas to allow parents to fulfill their parenting needs at all convenience.

Our first public nursing room furnished with Pigeon products is up and running at Our Tampines Hub. This cozy corner has everything you need to sanitize, clean up, and rest while doing mom things. We aim to build more of these spaces in the years to come!


The most important attributes for all Pigeon employees

  • Integrity

  • Communication, Consent, Trust

  • Passion

Action Principles

The basic guideline for driving all of our actions

  • Agility

  • Keep sight of consumers

  • Global collaboration among competent individuals

  • Leadership and logical working style

  • Willingness to change


The goal Pigeon Group aims to achieve

To be the baby product manufacturer most trusted by the world's babies and families, "Global Number One"

Our Fundamental Brief

Developing products and services full of love, because only love can beget love.

Yoichi Nakata

''What is ultimately most valuable asset of all humanity? It's the ability to treasure other people, that is "love". This is the credo of the Pigeon Group.

“The Pigeon Group is a corporation entity that provides products and services for babies, children and those who need assistance. We won’t be able to generate products and services full of love if we lack the spirit ourselves. This is the same spirits that a mother feels for the precious baby she is nurturing.

I believe the spirit of love is the foundation for all our business activities, and symbolizes the corporate philosophy of the Pigeon Group as a whole.”

Yoichi Nakata
June 23, 1980

Celebrates babies the way they are

Tips & Guides

Parenthood is constant learning and searching for the best way that works for you and your little one! It's never a linear journey so we've put together some tips to help you! 

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Blogs & Articles

Parents who've gone down the same path can point out the bumps or help to buckle your seat belt and embrace what's to come! Read on more for some real-life parenting stories!

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Events & Seminars

Check out our latest breastfeeding webinars and seminars and sign-up for the next one!

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