KATE turns to Japan’s Kabuki tradition for latest regional campaign

Tokyo, Japan – Kao Corporation’s makeup brand KATE has launched “KABUKE: Break Convention,” a new international campaign that draws inspiration from the philosophy of Japan’s traditional Kabuki theatre to promote its signature “shadow enhancing makeup” across Asia.

Rolling out from 8 July, the campaign forms KATE’s second international initiative for 2026 and will run across Japan and several Asian markets, including Taiwan, Hong Kong, Thailand, Malaysia, and the Philippines.

The campaign aligns KATE’s long-standing brand philosophy, “NO MORE RULES,” with the spirit of Kabuki, whose name originates from the Japanese verb kabuku, meaning “to look and act unconventionally.” 

According to Kao, the initiative aims to showcase Japanese aesthetics and makeup culture while encouraging consumers to challenge conventional beauty standards.

As part of the campaign, Kabuki actor Ukon Onoe stars in a series of campaign visuals and films that highlight the interplay of light and shadow—a defining characteristic of both Kabuki performance and KATE’s makeup philosophy. 

The campaign also introduces the message, “Slip a touch of blue into your shadows,” inspired by the distinctive blue tones used in traditional kumadori Kabuki makeup.

The integrated campaign spans social media, digital content, and branded films, including “Blue Shadow Enhancing Makeup,” which explores the connection between Kabuki and KATE’s makeup techniques, and “KABUKE: Break Convention,” which draws parallels between the heritage art form and the brand’s creative identity.

Coinciding with the campaign, KATE will introduce two new products on 25 July in Japan: the Smooth Fit Pressed Powder and the Real Shading Stick, which features a subtle blue tint designed to create more natural-looking facial shadows. 

The products will subsequently launch across Taiwan, Hong Kong, Thailand, Malaysia, and the Philippines.

The latest campaign forms part of Kao’s broader Global Sharp Top strategy, which identifies KATE as one of six priority brands driving the company’s international cosmetics growth.

KATE began expanding its international brand campaigns in 2025, using collaborations with Japanese pop culture properties to introduce its makeup philosophy to consumers across Asia. 

With “KABUKE: Break Convention,” the brand shifts its focus to one of Japan’s best-known traditional art forms as it continues to position Japanese beauty culture on the global stage.