Bioré UV Taps Stray Kids for Ambitious South Korea Skincare Push

SEOUL, South Korea – March 20, 2026 – In a dazzling event blending corporate strategy with global star power, Japanese conglomerate Kao Corporation officially launched its Bioré UV sunscreen line in South Korea, spearheaded by a high-profile partnership with world-renowned K-pop group Stray Kids. The "YOUR ONE AND ONLY. Biore Global Brand Event," held in Seoul's trendy Seongsu district, marked not only the brand's full-scale entry into the notoriously competitive K-beauty market but also the global premiere of its "SUNLIGHT IS YOUR SPOTLIGHT" campaign.

At the heart of the ceremony, the eight members of Stray Kids took the stage to unveil their musical collaboration with the brand, an anthem film for their track "Endless Sun." The event, a meticulously orchestrated affair, underscores a significant strategic pivot for Kao as it seeks to solidify Bioré UV's position as a global leader in sun protection by conquering its most challenging and influential market yet.

The K-Beauty Gauntlet: A Proving Ground for Global Ambition

Kao's decision to make South Korea the launchpad for its global campaign is a calculated and audacious move. The South Korean skincare market, valued at over $10 billion and projected to grow at a compound annual growth rate of over 8%, is widely regarded as the world's most sophisticated and trend-setting. Success here is not just a commercial victory; it's a global seal of approval.

During the event's opening presentation, Emi Kobayashi, Vice President of Kao's Skincare Business Division, articulated the high stakes. "South Korea is one of the most vital hubs in Bioré’s global strategy," she stated. "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."

This challenge is formidable. Bioré UV enters a landscape dominated by domestic giants like Amorepacific and LG Household & Health Care, who have cultivated deep loyalty among a consumer base known for its extensive, multi-step skincare routines and demand for innovative, high-efficacy formulations. For an outside brand to penetrate this market, it must offer more than just a quality product; it requires a compelling narrative and a deep cultural connection. This is where the strategic deployment of Stray Kids becomes paramount to Kao's strategy, which fits within its broader goal of establishing "Global Sharp Top" brands.

The Stray Kids Effect: Leveraging a Global Phenomenon

The partnership with Stray Kids is far more than a simple celebrity endorsement; it is a strategic integration with one of the most powerful forces in global pop culture. With a record-breaking eight consecutive albums debuting at No. 1 on the U.S. Billboard 200 chart—a first for any artist worldwide—Stray Kids possesses a level of international influence that transcends borders and demographics.

Their dedicated fanbase, known as STAY, represents a massive and highly engaged global community. With millions of followers across platforms and a proven willingness to support brand collaborations, they represent an invaluable target audience. K-pop fan communities are known for their significant purchasing power, spending substantially more on merchandise and artist-affiliated products than average consumers. By aligning with Stray Kids, Bioré UV is not just advertising to individuals; it is tapping into a powerful ecosystem of loyalty and shared identity.

The anthem film for "Endless Sun" serves as the campaign's central creative asset, designed to resonate deeply with this audience. Filmed against the stunning coastal scenery of Australia, the video embodies the campaign's message of empowerment and confidence under the sun.

Beyond the Bottle: An Anthem for Authentic Engagement

The Seoul event was a masterclass in modern, experience-driven marketing, designed to foster a genuine connection between the brand, the artists, and their fans. The members of Stray Kids shared personal anecdotes from the film shoot, transforming a corporate announcement into an intimate conversation.

Felix recounted the feeling of the Australian sun during a scene where he appears to "hug the sun," noting, "I really felt the unique warmth of the sun there... Filming this Bioré UV commercial here was truly the best choice." Hyunjin added a moment of levity and skill, successfully recreating a scene where he tosses and catches a Bioré UV bottle, a feat he claimed to have nailed on the first take during filming. The spontaneous on-stage demonstration, followed by Felix also succeeding, sent waves of excitement through the audience.

The collaboration's authenticity was further deepened by HAN, who spoke about the songwriting process for "Endless Sun." "When I composed this track with Changbin and Bang Chan, we focused on the concept of 'sunlight,'" he explained. "We envisioned the sun’s rays as a spotlight that is constantly shining on us... 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.'"

This message was reinforced through interactive demonstrations. A UV camera vividly showed how the sunscreen protects skin, leading to a playful moment where the members applied Bioré UV to one another, delighting the crowd. When asked where he’d like to go with the product, Seungmin shared a wish to go camping or to the beach with his fellow members, confident that the sunscreen would protect them. These unscripted, genuine interactions are crucial for building brand affinity in an era where consumers crave authenticity over polished advertisements.

A Global Campaign with a Local Focus

While Stray Kids provided the star power, the event also highlighted the product itself. Japanese actress Natsuki Deguchi, a self-proclaimed longtime user of the brand, demonstrated the "Bioré UV Aqua Rich Watery Essence," the product now launching in Korea. "It feels incredibly fresh and watery," she remarked, praising its seamless application and glowing finish. Her presence helps bridge the brand's Japanese heritage with its new Korean focus.

The multi-pronged launch, which includes a pop-up store in Seongsu and a campaign rollout in over 15 countries, demonstrates a comprehensive strategy. It combines globally unified creative assets with localized activations to maximize impact. As Bioré UV embarks on this ambitious journey, its success will be closely watched as a barometer for how global brands can navigate the complex and rewarding world of K-beauty.

Concluding the event, group leader Bang Chan delivered a final message that encapsulated the campaign's core spirit. "We hope that all of you will shine brightly under the sun together with Bioré UV. We would love for you to show lots of interest and love for our music, the anthem film, and all the content we have created."