Japan’s beauty group Kao Corporation is expanding the global presence of its skincare brand Bioré with a launch in South Korea — a key market known for its strong influence on global beauty trends and consumer preferences.
By entering the South Korean market, Bioré aims to further strengthen trust in its technological expertise and enhance brand credibility on a global scale. “Success in Korea will serve as a strategic springboard for broader expansion across Asia and other international markets,” explains Kao in a release.
For this debut, the brand intends to leverage its proprietary sun care technology. Indeed, Bioré offers sunscreens that combine high-level UV protection with an exceptionally lightweight feel.
Coinciding with its entry into South Korea, Bioré will launch a global campaign centered on Bioré UV. For the second consecutive year, the campaign will feature K-pop boy band Stray Kids as its face and will roll out simultaneously across more than 15 countries and regions where Bioré UV is available.
Beginning with the “YOUR ONE AND ONLY. Bioré Global Brand Event”, to be held on March 19, 2026, in Seongsu, Seoul — one of South Korea’s most vibrant cultural hubs — and bringing together influencers from key markets around the world, Bioré will anchor its campaign in globally unified creative assets while layering locally optimized initiatives tailored to each market. The brand will also partner with influencers across multiple markets to deliver engaging, culturally relevant content.
The campaign will feature a range of integrated initiatives, including an anthem film, out-of-home advertising, global graphic rollouts, social media content and campaigns, and pop-up store activations in select markets.
Through this multi-layered approach, Bioré aims to communicate across borders the unique value of its sun care range: the combination of superior UV protection and a lightweight, refreshing feel.
“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,” said Emi Kobayashi, President, Skincare Business, Kao Corporation (Bioré).
