TOKYO--(BUSINESS WIRE)--Bioré UV, the top-selling suncare brand in Japan*1 and a globally acclaimed name from Kao Corporation (TOKYO:4452), is excited to announce its partnership with Stray Kids, one of the most celebrated K-pop groups, for its latest global campaign. This collaboration aims to encourage people to enjoy activities under the sun, empowered by high-performing, lightweight UV protection formulated for everyday use.

The "SUNLIGHT IS YOUR SPOTLIGHT." campaign will kick-off in April 2025 in more than 15 countries and regions*2, showcasing a dynamic blend of visuals, videos. Prior to the launch of the campaign, a video message from the members is now available.

*1 Intage SRI+® (Nationwide Retail Store Panel Survey) sunscreen market, cumulative sales from September 2020 to August 2024 in Japan.
*2 Number of countries and regions as of February 2025. Subject to change.

Message from Stray Kids

Video Message (YouTube)

Stray Kids is recognized for their unique musical creativity and global influence, boasting an impressive 31 million followers on Instagram. This collaboration aims to inspire a global audience, expanding its reach beyond the Asian market to the U.S. and U.K.

As a prominent brand in sun protection, Bioré UV plays a key role in Kao's Global Sharp Top Strategy. This strategy aims to establish leadership in important market segments by providing high-value products. While supporting Kao's growth objectives, Bioré UV is committed to driving innovation in sun protection and reaching a broader consumer base worldwide.

"We are thrilled to welcome Stray Kids as the faces of our new suncare campaign," says Mitsutoshi Kamiya, Vice President of Health Beauty Care - Asia (Int’l) Business at Kao Corporation. "Their global appeal, passion, and drive for excellence align with our values at Bioré UV. Stray Kids has overcome numerous challenges in the competitive music industry, stepping into the spotlight and continuing to shine on a global stage.”
"By emphasizing the benefits of proper sun care," Kamiya continues, "Bioré UV empowers individuals who are concerned about sun exposure to confidently enjoy the outdoors. We believe that Stray Kids truly embodies the phrase 'Sunlight is your spotlight.' Together, we strive to inspire people everywhere to prioritize effective UV protection and enjoy the sun with confidence."

Bioré UV offers an innovative range of lightweight sunscreens that provide long-lasting UV protection and hydrating formulas. These products cater to various lifestyles and skin needs. This global campaign will roll out across Bioré UV’s official social media channels and select retail locations worldwide.

Campaign Overview