Bioré UV Takes the Stage with K-Pop Band Stray Kids

Happi International Top 30 Company Kao Corporation is putting its sunscreen brand, Bioré UV, in the spotlight.

Ahead of vacation season, the Japanese skin care brand, known for its oft-copied Bioré pore strips, is shining a light on its sunscreen, Bioré UV.

In a new campaign called, “Sunlight is Your Spotlight,” K-pop group Stray Kids recently took the stage in Tokyo to premiere a musical collaboration with Bioré UV featuring their track “Endless Sun.”

“When I composed this track with Changbin and Bang Chan, we focused on the concept of ‘sunlight,’ said Han. “We envisioned the sun’s rays as a spotlight that is constantly shining on us, and we wove that sentiment beautifully into the lyrics. We wanted to convey the message that ‘we have been radiant beings from the moment we were born, so let’s forge our own paths.’”

Global Expansion and Strategy in South Korea

At the opening of the event, Kao announced a global strategy for Bioré UV—currently available in 66 countries and regions—along with its full-scale entry into the South Korean market. Emi Kobayashi, vice president of the Skincare (Bioré) Business Division at Kao, said the brand wished to leverage South Korea, a “vital hub” in Bioré’s global strategy.

“We believe that taking on the challenge of the Korean market, where skincare is highly sophisticated, is a crucial step for Bioré as we continue to evolve into a truly global brand,” he said.

Natsuki Deguchi, the actress featured in Bioré UV’s Japanese commercials, performed a live demonstration of the “Bioré UV Aqua Rich Watery Essence,” which was newly launched in the South Korean market. She remarked on its “incredibly fresh and watery” texture.

“It blends seamlessly into the skin, and you can clearly see how it leaves the skin with a beautiful, glowing finish,” she said.

Watch the campaign here: