Kao Corporation is betting on anime partnerships to accelerate growth for its KATE makeup brand across Asia, launching a limited-edition collaboration with popular manga series “Jujutsu Kaisen” starting June 21.
The tie-up features character Satoru Gojo on eyeshadow palettes and eyeliner products, part of Kao’s strategy to expand KATE beyond Japan where it claims the top market position. The campaign uses the tagline “makeup is the strongest technique to manipulate confidence.”
KATE represents one of Kao’s 11 strategic growth brands, dubbed “G11,” after the Tokyo-based company shed numerous underperforming cosmetics labels in recent years to focus investment on core franchises. Kao’s cosmetics division generated ¥264 billion ($1.7 billion) in sales last year, down 5% from 2022.
The anime collaboration coincides with promotional activities at KATE’s Shibuya flagship store, which opened in July 2024 as the brand’s first global retail location. Kao plans photo opportunities with the animated character and social media campaigns across platforms including TikTok and Instagram.
Japan accounts for nearly 65% of Kao’s consumer product sales, with Asia excluding Japan representing just 18.4%, highlighting the company’s heavy dependence on its domestic market. The anime partnership reflects broader industry efforts to leverage Japanese pop culture exports for international expansion, though success metrics for such collaborations remain largely undisclosed by participating brands.
