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.