South Korea – Kao Corporation’s skincare brand Bioré is stepping up its global expansion with a debut in South Korea and the launch of a unified international campaign.
South Korea is a strategically important market in the global beauty and skincare sector, serving as a hub for trends and consumer standards. The suncare segment, in particular, ranks among the largest globally and continues to grow.
By leveraging its proprietary technology, Bioré offers high-performance sunscreens that combine strong UV protection with a lightweight feel. Its entry into the K-beauty market is expected to reinforce the brand’s technological credibility and serve as a springboard for broader expansion across Asia and other international markets.
Coinciding with its South Korea launch, Bioré will roll out a global campaign centered on Bioré UV. For the second consecutive year, the campaign features Stray Kids as its face and will run simultaneously across more than 15 countries and regions. Through this ongoing collaboration, the brand aims to deepen engagement with consumers worldwide.
The campaign, themed “SUNLIGHT IS YOUR SPOTLIGHT”, encourages people to step confidently into the sun amid rising global temperatures and shifting UV conditions. It will begin with the “YOUR ONE AND ONLY. Bioré Global Brand Event” on March 19, 2026, in Seongsu, Seoul, bringing together influencers from key markets.
Bioré will combine globally unified creative assets with locally tailored initiatives and influencer partnerships to deliver culturally relevant content and showcase the value of Bioré UV’s protective yet lightweight formulas.
The campaign, running from March 2026 onwards across 15 countries and regions, includes an anthem film, out-of-home advertising, social media content, global graphic rollouts, and pop-up store activations in select markets.
Emi Kobayashi, president of the skincare business at Kao Corporation (Bioré), said, “Global marketing plays a central role in accelerating Bioré’s growth. By bringing together Bioré UV—backed by our proprietary, world-class UV sunscreen technology—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 and advancing our broader global growth strategy. Going forward, we will continue to refine our technological expertise and build a brand that is trusted by consumers around the world,” Kobayashi added.
As a key brand under Kao’s “Global Sharp Top” strategy—which seeks leadership in core market segments through high-value products—Bioré plays a central role in the company’s international growth.
Already available in 66 countries and regions across Asia, the Americas, and Europe, the brand has steadily expanded its global footprint. The latest initiatives aim to strengthen its presence in Asia and accelerate worldwide growth.
