Yakult’s home delivery by women, the Yakult Ladies, began in 1963. In Kōriyama, Fukushima Prefecture, one Yakult Lady started bringing drinks at her own expense to elderly people who lived alone.
Since 1972, Yakult has continued this as ai no hōmon katsudō, visits of love. Its 2017 report counts about 41,000 elderly people living alone who were visited.