Kao Malaysia and Hokkaido Baked Cheese Tart Collaborate on ‘Joyful Bites & Sunny Delights’ Campaign
Kao Malaysia, the parent company of skincare brand Biore, has partnered with Hokkaido Baked Cheese Tart to launch a joint campaign, “Joyful Bites & Sunny Delights,” aimed at promoting sun protection alongside a sweet treat. The campaign, running from February 15th to March 31st, 2026, connects purchases between the two brands with exclusive offers.
Tan poh Ling, Vice President of Marketing at Kao Malaysia, explained the rationale behind the collaboration. “At the beginning of the year, people are out more than ever, reconnecting socially and forming new habits. The challenge is that UV damage doesn’t announce itself; it quietly builds up while we’re busy enjoying life. This collaboration with Hokkaido Baked Cheese Tart makes perfect sense becuase it places sun protection right where people already are, in moments of joy and togetherness.”
She further added, “We’re incredibly grateful to THE SHOUT GROUP (FCB SHOUT) for spotting this possibility and bringing together two seemingly different worlds in such a meaningful and delightful way. Of course, a huge thankfulness to Hokkaido Baked Cheese Tart for believing in this collaboration.”
Ryan Chung, Marketing Manager at Hokkaido Baked Cheese Tart, highlighted the opportunity to showcase their new Pistachio Kunafa Baked Cheese Tart. “This partnership gave us a fresh and exciting platform to showcase our newly launched Pistachio Kunafa Baked Cheese Tart. It’s a flavor inspired by premium dessert trends and social sharing moments. ‘joyful bites & sunny Delights’ as a campaign brings both brands together to offer something truly special, a sweet treat for the inside and sun care for the outside.”
Loong Sheng Mae, Group brand Director of THE SHOUT GROUP (FCB SHOUT), emphasized the synergy between the brands. “At first glance, sunscreen and cheese tarts don’t feel like an obvious pairing. But once we dug deeper, we realised both brands champion the same thing: helping people enjoy life more fully, confidently and without worry. That shared mindset became the foundation of this idea.This campaign is the result of close collaboration, trust and a lot of hard work from both client teams and our production partners, who came together seamlessly to make something truly special happen.”
Campaign Mechanics
The campaign features a two-way retail promotion. Customers purchasing the Pistachio Kunafa Baked Cheese Tart will receive a RM5 Watsons voucher and a Bioré UV sample. Conversely, customers buying selected Bioré sunscreen products – Aqua Rich Watery Essence or UV Mist Spice Magic – at Watsons can redeem a Buy 3 Free 1 tart promotion at participating Hokkaido Baked Cheese Tart outlets by presenting their purchase receipt.
“Joyful Bites & Sunny Delights” will run from February 15th to March 31st, 2026, at participating Watsons and Hokkaido Baked Cheese Tart locations nationwide.