Kao: 60 Years of Kirei, Enhancing Thai Lives

Celebrating its 60th anniversary this year, Kao Industrial (Thailand) Co., Ltd. has been enhancing the lives of Thai people with products like Attack, Magiclean, Haiter, Curel, and Laurier. As the first overseas branch of Kao Corporation, Japan’s leading daily goods manufacturer with a legacy of 137 years, Kao Industrial (Thailand) Co., Ltd. was established in 1964. Over the past 60 years, Kao Thailand has promoted “hygiene & protection” for the lives and society of the Thai people. Kao is committed to creating high-value-added products and services that bring enrichment and well-being to all people and the planet. Leveraging its advanced innovation technology, Kao’s diverse range of products has become a part of the everyday lives of people in Asia, Oceania, North America, and Europe.
By embedding ESG strategically into its business, Kao leads the way in realizing a sustainable world. Making a difference to sustainable lifestyles through its business has been a central tenet for Kao since the founding of the company. From the introduction of Thailand’s first powder shampoo, “Feather Shampoo,” in 1967, to the latest “Bioré GUARD Mos Block Serum,” Kao’s technology has continually evolved while maintaining a strong connection with Thai society.
Kao has set “Building Global Sharp Top Businesses” and “Building Businesses through Co-Creation with Partners” as the strategies for achieving its Mid-term Plan ‘K27’. Marking its 60th anniversary in Thailand, Kao has partnered with Charoen Pokphand Group (CPG) through a Memorandum of Understanding (MOU) to co-create innovative sustainable consumer products and chemical business, aiming to contribute to a sustainable society for Thai consumers. In addition, this initiative represents an expansion of Kao’s global business strategy and the development of new business models, with Kao Thailand leading the way as a model for implementation.
“Recently, increasing climate change issues have complicated, sustainability has been at the forefront of global and Thai challenges. However, achieving a sustainable society is difficult for a single company to tackle alone. Sharing the same vision of ‘realizing a sustainable society and contributing to the future of children,’ we believe that by joining forces with the C.P. Group, which has Thailand’s largest retail and distribution network and owns 7-Eleven, Lotus’s, and Makro, we can contribute to more people and faster,” said Mr. Yoshihiro Hasebe, Representative Director, President and Chief Executive Officer, Kao Corporation.
In this partnership aimed at enhancing the quality of life in Thailand and strengthening environmental protection, two companies aim to jointly develop CP Group’s house brand for retail by the end of 2025. Some of Kao’s environmentally friendly products in Japan, will be exclusively sold through CP Group. Additionally, they will collaborate developing Shelf-Ready Displays and Pallet Displays for dedicated products sold exclusively through CP AXTRA. “In addition, the collaboration will extend to the chemical business such as agriculture and infrastructure, where CP Group has excelled,” Mr. Hasebe added.
Kao has addressed critical issues in Thailand, such as the “Guard the Future” project, which has been trying to raise awareness about dengue fever and mosquito-related hazards and has leveraged its technology to eradicate dengue fever. In addition to providing products with completely new ideas, such as “Bioré GUARD Mos Block Serum,” an insect repellent with innovative technology that makes the skin surface which mosquitoes cannot land on, and “ARS Mos Shooter,” which wet the wings of mosquitoes, which are naturally repellent, to make them unable to fly and eliminate them, Kao promotes this initiative through a collaboration between the Thailand Ministry of Public Health’s Department of Disease Control, NECTEC, Amata City Industrial Estate, and  Mahidol University and other organizations.
Beyond disease prevention, Kao has also contributed to addressing plastic waste crisis. The company’s technology transforms PET plastic waste into “NEWTLAC 5000,” an asphalt modifier that enhances road durability. This innovation extends road surface lifespans by up to five times and improves resistance to heavy loads while reducing maintenance costs. Kao intends to actively introduce this innovative technology in Thailand in the future.
“For 60 years, Kao Industrial (Thailand) Co., Ltd. has been walking alongside the people of Thailand through its 11 well-known brands, which focus on hygiene and protection for Thai people, including Attack, Haiter®, Magiclean, Bioré, Curel, Jergens, Liese, Feather, Megrhythm, Laurier, and Merries. We have been striving to enhance the quality of life, create smiles, and positively impact society through various innovative products. We will continue to contribute to a sustainable future for Thailand by developing products that improve consumers’ lives and bring smiles to people’s faces,” concluded Mr. Hasebe.