Kao Bioré Expands Into South Korea With Global Campaign Featuring Stray Kids

KUALA LUMPUR, March 19 (Bernama) -- Kao Corporation, a Japan-based manufacturer of cosmetics, personal care and household products, announced its skincare brand Bioré will accelerate its international expansion as it enters the South Korean market and rolls out a globally unified campaign.

Currently available in 66 countries and regions across Asia, the Americas, and Europe, Bioré has steadily strengthened its global presence.

According to Kao in a statement, the South Korean entry aims to reinforce trust in the brand’s proprietary sunscreen technology while serving as a strategic springboard for broader expansion across Asia and other international markets.

Beginning March 2026, Bioré will also launch a global campaign centred on Bioré UV, featuring Stray Kids, the South Korean boy band, as its face.

The campaign will roll out simultaneously across more than 15 countries and regions, combining globally unified creative assets with locally optimised initiatives tailored to each market. Influencers from key regions will also participate to deliver culturally relevant content.

Amid rising global temperatures and heightened awareness of ultraviolet (UV) exposure, Bioré’s campaign conveys the message “SUNLIGHT IS YOUR SPOTLIGHT.”, encouraging people worldwide to step confidently into the sun.

The campaign will kick off with the “YOUR ONE AND ONLY. Bioré Global Brand Event” on March 19 in Seongsu, Seoul, one of South Korea’s vibrant cultural hubs.

Through anthem films, out-of-home advertising, social media content, global graphics, and pop-up store activations, Bioré aims to showcase the unique value of Bioré UV—superior protection with a lightweight, refreshing feel—strengthening its global brand identity and engagement across markets.

-- BERNAMA