Kao’s Bioré UV Expands Global Push with Stray Kids Collaboration — Kao Corporation

Event summary

Bioré UV, Kao Corporation’s sunscreen brand, launched a global campaign featuring K-pop group Stray Kids on March 19, 2026.
The campaign includes an anthem film set to the original song “Endless Sun,” written and produced by Stray Kids.
Limited-time POP-UP events will open in Osaka (Japan) and Seongsu, Seoul (Korea), marking Bioré UV’s full-scale entry into the Korean market in 2026.
Bioré UV is available in 39 countries and regions worldwide.

The big picture

Kao’s Bioré UV is leveraging Stray Kids’ global appeal to reinforce its positioning as a high-performance sunscreen brand. This collaboration aligns with the broader trend of cosmetics companies partnering with entertainment entities to enhance brand relevance and reach younger, digitally native consumers. The campaign also underscores Bioré UV’s strategic focus on expanding its presence in key Asian markets.

What we're watching

Brand Synergy: How the collaboration with Stray Kids will impact Bioré UV’s brand perception and market penetration, particularly in Asia.
Market Expansion: The pace at which Bioré UV can sustain its global growth following its full-scale entry into the Korean market.
Consumer Engagement: Whether the POP-UP events and immersive experiences will drive long-term consumer loyalty and sales.