A top executive with Japanese consumer goods giant Kao Corp has said the company is doubling down on local innovation in China and using this year's China International Import Expo (CIIE) to promote a new wave of products developed and manufactured specifically for Chinese consumers.

The move is seen as a shift of emphasis by the Japanese company that underscores how global brands are localizing to stay competitive in the world's second-largest market.

In an exclusive interview with China Daily, Atsushi Sumiya, president of Kao Commercial (Shanghai) Co Ltd, said the Shanghai expo has evolved into "a strategic springboard" for the firm's China business since its debut eight years ago.

"When we first joined, our exhibits were mainly imported goods," said Sumiya, who has worked in China for 25 years. "But now, more and more locally-developed products have made their debut."

"This platform is not just a showcase — it's a stage for us to grow together with the Chinese market," he added.

"We'll continue to use the CIIE as a strategic pivot to contribute more to Chinese society and deepen our philosophy of 'In China, for China'."

Kao, the maker of household and personal care brands such as Bioré, Laurier and Merries, has been accelerating its localization strategy in recent years.

Sumiya cited the MegRhythm steam shoulder and neck patches as an example of local R&D tailored to Chinese office workers seeking relaxation.

Atsushi Sumiya, president of Kao Commercial (Shanghai) Co Ltd, at this week's China International Import Expo in Shanghai.

"It's designed around a warm circulation mechanism to relieve neck and shoulder fatigue — a direct response to local needs," he said.

With competition intensifying and domestic brands rising rapidly, Kao is banking on a technical edge and collaborative approach to stand out.

"As the Chinese market matures, it also brings opportunity," Sumiya said. "We're combining Kao's proprietary technologies with co-creation alongside local partners to accelerate new product development."

He sees strong potential in the "Japanese technology + Chinese manufacturing" model, calling it a pathway for Chinese-developed products to reach the world.

"We believe high-quality products incubated in China can expand to other markets — realizing the value of 'created in China'," he added.

Sumiya said Kao plans to expand its locally developed products across Asia. Some items designed for the Chinese mainland have already been introduced in Hong Kong through Kao subsidiaries.

"China is not only a key market but also a world-class manufacturing hub," he said.

"We'll continue to deepen our understanding of Chinese consumers and collaborate with local partners to develop high-quality products that can go from China to the world."