Kao Bioré UV Launches Global Campaign With Stray Kids

KUALA LUMPUR, March 24 (Bernama) -- Kao Corporation’s sunscreen brand, Bioré UV, has kicked off its 2026 global campaign, “SUNLIGHT IS YOUR SPOTLIGHT.”, featuring K-pop group Stray Kids across more than 15 countries and regions.

In a statement, the company said the campaign launched on March 19 and highlights an anthem film, key visuals, and multiple global initiatives.

The campaign is anchored by the original song “Endless Sun”, written, composed, and produced by k-pop group Stray Kids, designed to reinforce Bioré UV’s message: embracing sunlight as a source of confidence while offering high ultraviolet (UV) protection and comfortable daily use.

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Stray Kids commented: “We are truly honoured to have created this song in collaboration with Bioré UV. We hope it encourages everyone to step confidently into the sunlight.”

The 60-second anthem film showcases Stray Kids interacting with sunlight in a cityscape, culminating in a collective message that encourages viewers to shine under the sun.

Limited-time POP-UP events accompany the campaign. In Seoul, Korea, the Seongsu POP-UP runs March 20 to 29 at LECT Seongsu, featuring immersive exhibits, product experiences, life-sized standees, costumes, and interactive activities. Osaka, Japan, hosts its POP-UP from March 30 to June 30 at Kao Wow in Shinsaibashi, with similar immersive content.

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Visitors at these events can explore campaign visuals, participate in lucky draws, and engage with Bioré UV products firsthand, ahead of the brand’s full-scale Korean market entry in 2026. Admission procedures vary by venue, including advance reservations in Seoul and walk-in entry in Osaka.

Bioré UV’s campaign builds on its ongoing collaboration with Stray Kids, now in its second year, emphasising sunlight as an empowering spotlight rather than something to avoid.

The brand plans to roll out additional campaigns sequentially across markets worldwide, with timing and content varying by region.

Currently available in 39 countries and regions, Bioré UV aims to leverage Stray Kids’ global influence to deepen brand engagement and reinforce its positioning as a daily essential for UV protection.

Streaming of the anthem song “Endless Sun” is available on Spotify, Apple Music, YouTube Music, and Amazon Music. The anthem film can be viewed on YouTube.

-- BERNAMA