Kao Launches Bioré in South Korea With Unified 15-Market Campaign

Kao Corporation officially launched its Bioré skincare brand in South Korea on March 19, 2026, marking the brand's first-ever presence in the market and a significant move under Kao's Global Sharp Top growth strategy.

Seongsu Seoul Event Anchors 15-Market Campaign Rollout

The South Korea entry is anchored by a globally unified campaign titled 'SUNLIGHT IS YOUR SPOTLIGHT,' rolling out simultaneously across more than 15 countries and regions where Bioré UV is sold. The campaign combines a single centralized creative platform with localized execution, including out-of-home advertising, social media content, and pop-up store deployments across select markets.

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The anchor activation, the 'YOUR ONE AND ONLY. Bioré Global Brand Event,' was held on March 19, 2026, in Seongsu, Seoul. The district is recognized as a hub for youth culture and brand events in South Korea. International influencers attended to amplify content across markets simultaneously.

The South Korea launch lineup spans seven product SKUs across UV protection and cleansing categories, including Bioré UV Aqua Rich Watery Essence, UV Aqua Rich Watery Essence Extreme Protection, UV Aqua Rich Aqua Protect Mist, Perfect Oil, Cleansing Liquid, Cooling Body Mist, and Ice Cold Body Sheets.

K-Pop Ambassador Partnership Enters Second Year

K-pop group Stray Kids serves as Bioré UV's global campaign ambassador for the second consecutive year. Kao selected the group for their cross-regional reach spanning Asia, Europe, and the Americas.

"Global marketing plays a central role in accelerating Bioré's growth," said Emi Kobayashi, President of Skincare Business (Bioré) at Kao Corporation. "By bringing together Bioré UV and Stray Kids, a group that continues to evolve on the global stage, we aim to establish Bioré's position as a global leader. Our entry into the South Korean market is a pivotal step toward expanding our business across Asia."

Kao's renewal of the Stray Kids partnership for a second year signals a long-term brand commitment rather than a short-term awareness tactic, according to the company's communications.

South Korea Identified as Global Trend Springboard

Kao explicitly described South Korea as a "strategically important and highly influential market" and a "key hub for global trends." The company cited South Korea's sunscreen segment as among the largest in the world and continuing to grow.

Kobayashi directly linked the market entry to Kao's broader overseas growth ambitions. Kao framed success in South Korea as a mechanism for strengthening brand credibility in other markets globally, positioning the country as a proof-of-concept market rather than purely a revenue target.

Bioré also received recognition in Spate's 2025 Skincare Trends Report for digital growth and consumer search momentum ahead of the South Korea entry.

Bioré's Global Footprint and Strategic Framework

Bioré currently operates across 66 countries and regions, spanning Asia, the Americas, and Europe. It is one of Kao Corporation's most globally distributed skincare brands and a flagship asset within the Global Sharp Top strategy.

Products became available in South Korea from March 2026 onward. Kao has not announced a specific timeline for additional market expansions following the South Korea launch.