- KUN is Bio-E's first-ever global brand spokesperson, a milestone for the Victoria-based wellness brand, which has historically worked with Chinese celebrities only for its Greater China market.
- The partnership activates a digital campaign anchored by Bio-E's brand philosophy, "Nature Speaks for Itself," with KUN personally incorporating Bio-E products into his morning routine.
- KUN released his self-titled sophomore album via 88rising in early 2026, his first full-length English project, and was spotted at the Met Gala dressed as his "Deadman" character, putting him at peak global visibility.
- Bio-E has previously partnered with Chinese actor-singer Wang Yibo, actor Ren Jialun, actress Liu Tao, and model-actress Yang Ying as brand ambassadors for Greater China, but KUN marks the brand's first global-scale ambassador appointment.
KUN (real name Cai Xukun) has been named the first-ever global brand spokesperson for Bio-E Australia, the Victoria-based wellness brand known for its fermented botanical products.
The announcement kicks off a digital campaign built around Bio-E’s core philosophy, “Nature Speaks for Itself,” with KUN endorsing the brand’s TUMMANANA and LEMONVIVA products as part of his personal morning ritual.
Bio-E’s products are sold at Priceline, Harris Farm, IGA stores across Australia, and on China’s major online retail platforms.
Bio-E has a solid track record of tapping Chinese star power, having previously partnered with Wang Yibo, Ren Jialun, Liu Tao, and Yang Ying for its Greater China market, but this is the first time the brand has gone fully global with a single face.
It’s a big moment for KUN, who is riding a career high. He first broke through in 2018 as the winning contestant on Idol Producer, and has since built a cross-border career spanning streaming records, fashion ambassadorships with brands like Prada and Versace, and now a global music push via 88rising.
His 2025 endorsements with Mugler Fragrance and Charlotte Tilbury Beauty signaled he was back building his brand portfolio at full speed.
Similar brand-meets-artist crossovers have been gaining traction: Remy Bond’s campaign with Kulani Kini and BenBen’s Toyota partnership both show how today’s artists are becoming lifestyle brand pillars well beyond music.
KUN performed as a special guest at Head in the Clouds Los Angeles in June 2025 and is set for the New York edition in September, giving Bio-E a spokesperson with serious live-event reach heading into the second half of 2026.
Takeaways
This deal is smart on both sides. Bio-E gets its first genuine global face, an artist with over 40 million followers across platforms and an 88rising rollout that’s actively opening Western doors.
For KUN, a wellness brand rooted in nature and balance fits neatly with the introspective, self-defined artist image he’s been crafting around his self-titled album era. It’s not a luxury flex, it’s a lifestyle alignment, which lands differently and often more authentically with fans.
Bio-E is an Australian brand playing a long game in China, and KUN is a Chinese artist expanding globally. Both are crossing the same bridge in opposite directions. That symmetry is rare in brand deals and gives the partnership real narrative legs beyond a standard spokesperson announcement.
Does KUN’s growing global profile (88rising deal, Met Gala, U.S. festival bookings) make him a credible wellness spokesperson in Western markets? Could this partnership set a template for other Australian wellness brands looking to break into the Chinese market using global C-pop crossover artists?
