The Japanese word kirei, embodying the concepts of health, beauty and cleanliness, has been associated with Kao Corporation for decades. Though some may think it only applies to the company’s personal, home and wellness line, kirei also guides the company’s ESG (environmental, social and governance) direction , shared Mr Dave Muenz, director and managing executive officer of ESG at Kao Corporation. “For Kao, a kirei world is one where all lives exist in harmony,” he said.
“We aim to support everyone’s journey towards achieving a kirei lifestyle through our products and contributions, benefiting both people and the planet.” AMPLIFYING KIREI WITH PARTNERSHIPS To fulfil its vision of a kirei lifestyle, Kao is consistently developing new products that enhance well-being and implementing more sustainable practices within its operations. Additionally, the organisation is fine-tuning its ESG strategy to redefine corporate responsibility and help consumers adopt sustainable lifestyles.
“We’ve begun considering how we can empower people and create a multiplier effect in communities,” said Mr Muenz. “Being present in a community comes with responsibilities, such as improving public health and ensuring we leave things better than we found them.” One result of this ESG-driven commitment is Kao’s participation in Thailand’s battle against mosquito-borne infectious diseases like dengue, through projects such as the GUARD OUR FUTURE initiative in Southeast Asia.
The hallmark symptom of dengue is high fever, often accompanied by skin rashes, nausea, vomiting, mild nose or gum bleeding and body aches. Confirming a dengue diagnosis typically requires a doctor’s visit and a blood test. In some cases, the infection can lead to severe complications and even death.
Endemic in the region, dengue cases in Thailand have increased sharply in 2024 compared to last year , totalling 26,623 as of Jun 26 . To fight dengue, Kao collaborates with government agencies, industry stakeholders and academic institutions in the country. Since 2022, Kao has organised community-based event ASEAN Dengue Day in collaboration with the Thai Ministry of Health and Takeda Thailand, the local affiliate of Takeda Pharmaceutical Company.
In the same year, Kao and Takeda signed the Thailand Dengue Prevention and Control memorandum of understanding, highlighting their shared commitment to raising awareness about dengue and its dangers. With support from the Bangkok Metropolitan Administration, Kao and Takeda have conducted dengue education programmes in schools and clean-up activities throughout Bangkok’s village communities. “We aim to support positive change in large systems and shape consumer behaviour.
Forming coalitions with schools, governments and other companies is essential to this effort,” explained Mr Muenz. INNOVATING NEW WAYS TO KEEP MOSQUITOES AT BAY “Dengue is serious and can be fatal. By utilising Kao’s strong research and development capabilities, we want to develop creative solutions that are effective and align with the company’s values,” said Mr Muenz.
One example is the Bioré GUARD Mos Block Serum , the flagship product of the GUARD OUR FUTURE project, which entered the Thai market in 2022. A proprietary, silicone-based ingredient in the mosquito repellent cream makes the user’s skin surface mosquito-resistant by preventing mosquitoes from landing and biting. DEET (N,N-Diethyl-meta-toluamide), a chemically synthesised compound commonly used in insect repellents, is absent in this formulation, making it suitable for those seeking less harsh alternatives.
Additionally, the cream leaves no sticky residue, allowing it to glide smoothly during application. Customers can choose between lavender and floral fragrances, which pair well with the citronella oil used to enhance the product’s mosquito-repellent properties. Making products like the Bioré GUARD Mos Block Serum easy and pleasant to use is crucial for encouraging customers to take key steps in protecting themselves from mosquitoes, noted Mr Muenz.
“We aren’t just creating a product – we are addressing a social issue,” he said. “It’s important to change consumers’ mindsets and actions to complement common mosquito countermeasures such as government-led fogging exercises.” In another endeavour, Kao is working with Earth Corporation (Thailand) to launch the ARS Mos Shooter in August – a child- and pet-friendly alternative to traditional insecticides.
Infused with lemongrass or floral fragrances, the spray’s liquid droplets are formulated to adhere to mosquito wings to prevent them from flying, while lemongrass oil acts as an insecticide. “Mosquito wings repel water easily, but with Kao’s proprietary surfactant technology, we created a spray that impairs the mosquito’s ability to fly by wetting its wings, thus neutralising the threat,” shared Mr Muenz. “Such partnerships highlight Kao’s commitment to a collaborative, community-oriented approach in building a safer world,” he added.
Learn how Kao Corporation is contributing towards a kirei lifestyle with the GUARD OUR FUTURE initiative in Southeast Asia and its ESG commitments . Purchase the Bioré GUARD Mos Block Serum from pharmacies, supermarkets, convenience stores and online platforms in Thailand. The Bioré GUARD Mos Block Lotion is available in Singapore at pharmacies, supermarkets and on Shopee and Lazada.
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