Japanese consumer goods giant Kao Corp is stepping up its localization efforts in China, using this year's China International Import Expo to showcase a new range of products developed and manufactured specifically for Chinese consumers, according to a senior company executive.

The move highlights how multinational brands are deepening their presence in China by innovating locally to remain competitive in the world's second-largest market.

Atsushi Sumiya, president of Kao Commercial (Shanghai) Co Ltd, said the expo has become "a strategic springboard" for Kao's business in China since the company's debut at the event 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 are making their debut."

"This platform is not just a showcase — it's a stage for us to grow together with the Chinese market," he said. "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 Biore, Laurier and Merries, has accelerated its localization strategy in recent years.

Sumiya cited the MegRhythm steam shoulder and neck patches as an example of locally driven innovation tailored to the needs of Chinese office workers seeking relaxation.

"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 growing rapidly, Kao is leveraging its technological strengths and partnerships with local firms to sharpen its edge.

"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 said the "Japanese technology + Chinese manufacturing" model offers great potential, providing a pathway for products developed in China to reach global markets. "We believe high-quality products incubated in China can expand to other markets — realizing the value of 'created in China,'" he said.

Looking ahead, 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," Sumiya 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."