In order to pursue higher profitability, Kureha adopted a new business plan in 2001 that has seen the company move away from manufacturing commodity chemicals to become a specialty products business. The plan introduced a process of selecting and concentrating on key growth businesses and is implemented in tandem with Kureha's commitment to its new mission — "the pursuit of excellence."

To mark the celebration of its sixtieth anniversary, Kureha unveiled a new corporate identity that is in line with its strategy to pursue continued success and growth into the 21st century. The company has undergone a major transformation to secure a continuing ability to create products that meet the ever-changing needs of its customers.

In order to be an active and supporting member of today's ever changing society, Kureha established a new corporate identity in line with its strategy to pursue continued success and growth in the 21st century. In addition, "the pursuit of excellence" was adopted as the company's new mission statement, and an employee code of conduct was agreed upon. Through its new philosophy, the company aims to motivate employees to participate in driving Kureha's development — by "constantly evolving through innovation," Kureha will become a leading global specialty products company.