Kao has announced that Bioré has entered South Korea and launched a unified global campaign around Bioré UV, marking the latest step in the brand’s international expansion. The company said on March 19 that the move forms part of its broader global growth strategy and positions Korea as a key market within that plan.
South Korean Market Entry
Kao said Bioré is already sold in 66 countries and regions across Asia, the Americas, and Europe. According to the company, the South Korean launch is intended to extend that footprint further across Asia while supporting wider international growth.
The company described South Korea as an influential beauty and skincare market that helps shape global trends and consumer expectations. It also said the local suncare segment ranks among the largest in the world and continues to expand, making the market commercially important for Bioré’s sunscreen portfolio.
Kao said Bioré’s entry into Korea is built around its sunscreen technology, particularly products positioned around high UV protection and lightweight textures. According to the company, performance in Korea is expected to function as a springboard for further expansion across Asia and other overseas markets.
Global Campaign Rollout
Alongside the Korea entry, Bioré has launched a global campaign for Bioré UV featuring Stray Kids for a second consecutive year. Kao said the campaign will run across more than 15 countries and regions where Bioré UV is already sold.
The campaign is built around the message “SUNLIGHT IS YOUR SPOTLIGHT.” and, according to Kao, responds to changing consumer concerns around heat and ultraviolet exposure. The company said the rollout will combine shared global creative assets with market-specific execution, including local influencer partnerships and culturally tailored content.
Kao also said the campaign will include an anthem film, out-of-home advertising, global graphic rollouts, social media activity, and pop-up stores in selected markets. A global brand event was scheduled for March 19 in Seongsu, Seoul, which the company described as one of South Korea’s major cultural districts.
Product Lineup and Commercial Relevance
For the South Korean market, Kao said Bioré will introduce a mix of UV, cleansing, and body cooling products from March 2026 onward. The lineup includes Bioré UV Aqua Rich Watery Essence, Aqua Rich Watery Essence Extreme Protection, Aqua Protect Mist, Perfect Oil, Cleansing Liquid, Cooling Body Mist, and Ice Cold Body Sheets.
For buyers and distributors tracking Asian beauty, the significance of the announcement lies less in a standalone product launch than in Kao’s use of South Korea as a validation market for Bioré’s broader Asian and global positioning. In Kao’s framing, Korea is not only a sales market but also a credibility market for scaling Bioré UV internationally.
