Founded in 1887, Kao Group has become a leading company in household chemicals and cosmetics in Japan and Asia for its scale and diversity of products.

Chiyu Yoshiba, the group’s senior manager of Asia-pacific region, said Kao has been receiving good feedback in China for its high-quality and best-selling products, but many consumers still do not realize that many brands are from Kao. “We hope to boost our brand recognition and influence through this China International Import Expo (CIIE).”

In November 1995, Kao established Shanghai Kao Chemical Co Ltd to expand its market share in China. The establishment of the Kao (China) Research and Development Center in October 2004 further accelerated its localization in the country.

As a company that has been deeply involved in the Chinese market for more than 20 years, Yoshiba believes that the reason for the success of Kao in China lies in the corporate philosophy of striving for quality products.

“I think the most important is the localization when launching products in the Chinese market, and we believe that the quality of products is not only reflected in the excellent functions, but also in our care of consumer needs. For example, Chinese parents are very worried about the rash on their children’s buttocks, so we enhance our diaper’s permeability through research and development. That’s one example of how we pay attention to every tiny need of customers immediately,” he said.

Looking back at Kao’s development in China, Yoshiba said that Kao started from shampoos and soaps at the very beginning, and now it provides a variety of products such as baby products and cosmetics. The popularity of these products in the Chinese market derives from Kao’s commitment to quality research and development.

Kao will launch a new essence “Sofina” during the expo. “This product for female has just been developed in Japan and will be launched for the first time in China,” Yoshiba said. “I hope this product will win Chinese consumers’ heart just like other products launched by Kao in China.”

Kao will also let the public know the company’s long-term dedication to environmental protection, and call for wider participation among other companies and the general public during the expo to contribute to the country’s sustainable development.