Kuala Lumpur – Japanese skincare brand Bioré from Kao Malaysia and dessert chain Hokkaido Baked Cheese Tart have launched a new cross-category campaign, done alongside THE SHOUT GROUP (FCB SHOUT), pairing Bioré’s sun protection products with Hokkaido’s newly launched Pistachio Kunafa Baked Cheese Tart.
Titled ‘Joyful Bites & Sunny Delights’, the campaign aims to position sun protection as part of everyday social routines, particularly at the start of the year when consumers are often out meeting friends and attending celebrations.
According to the agency, the campaign is built on the insight that UV damage can accumulate without being immediately noticeable. By linking sunscreen with moments of indulgence and social gatherings, the brands seek to highlight the importance of daily sun protection regardless of whether consumers are indoors or outdoors.
“Sun care isn’t just for the beach. It’s for real life,” said Tan Poh Ling, vice president of marketing at Kao Malaysia. “At the beginning of the year, people are out more than ever, reconnecting socially and forming new habits. The challenge is that UV damage doesn’t announce itself, it quietly builds up while we’re busy enjoying life. This collaboration with Hokkaido Baked Cheese Tart makes perfect sense because it places sun protection right where people already are, in moments of joy and togetherness.”
She added, “We’re incredibly grateful to THE SHOUT GROUP (FCB SHOUT) for spotting this opportunity and bringing together two seemingly different worlds in such a meaningful and delightful way. Of course, a huge appreciation to Hokkaido Baked Cheese Tart for believing in this collaboration.”
Ryan Chung, marketing manager at Hokkaido Baked Cheese Tart, commented, “This partnership gave us a fresh and exciting platform to showcase our newly launched Pistachio Kunafa Baked Cheese Tart. It’s a flavour inspired by premium dessert trends and social sharing moments. ‘Joyful Bites & Sunny Delights’ as a campaign brings both brands together to offer something truly special, a sweet treat for the inside and sun care for the outside.”
Meanwhile, Loong Sheng Mae, Group Brand Director of THE SHOUT GROUP (FCB SHOUT), added, “At first glance, sunscreen and cheese tarts don’t feel like an obvious pairing. But once we dug deeper, we realised both brands champion the same thing: helping people enjoy life more fully, confidently and without worry. That shared mindset became the foundation of this idea. This campaign is the result of close collaboration, trust and a lot of hard work from both client teams and our production partners, who came together seamlessly to make something truly special happen.”
The campaign features a two-way retail mechanic connecting Hokkaido Baked Cheese Tart outlets and Watsons stores. Customers who purchase the Pistachio Kunafa Baked Cheese Tart will receive a RM5 Watsons voucher and a Bioré UV sample. Meanwhile, customers who purchase selected Bioré sunscreen products — Aqua Rich Watery Essence or UV Mist Spice Magic — at Watsons can present their purchase at participating Hokkaido outlets to receive a Buy 3 Free 1 tart promotion.
‘Joyful Bites & Sunny Delights’ runs from 15 February to 31 March 2026 at participating Watsons and Hokkaido Baked Cheese Tart outlets nationwide.
