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KUN Named Bio-E’s First Global Spokesperson as C-Pop Star Expands His Brand Reach
Cai Xukun becomes Bio-E’s first global spokesperson, fronting a digital campaign and tying his rising international profile to the Australian wellness brand.
KUN is now the first global brand spokesperson for Bio-E, the Victoria-based wellness company known for fermented botanical products. The partnership arrives with a digital campaign anchored by Bio-E’s creed, “Nature Speaks for Itself,” and a string of carefully chosen personal endorsements from the Chinese pop star.
Kun at GQ’s Men of the Year 2025 event held at Chateau Marmont on November 13, 2025 in Los Angeles, California. Michael Buckner/Variety
“Life is not only about choices, but about balance,” says KUN, born Cai Xukun, in the announcement. “I believe in staying true to my own rhythm, letting passion grow into consistency, and maintaining a steady state through continuous self-adjustment.”
The artist’s lines for the campaign are specific, even domestic: “Pay less attention to external noise and stay true to your own rhythm,” he adds, mentioning that he starts his mornings with a sachet of Bio-E TUMMANANA followed by a Bio-E LEMONVIVA with Mediterranean olive oil. Those product references are not fluff — they point to Bio-E’s wider pitch that nutrition should be integrated into everyday routines.
Bio-E, which operates out of Victoria, has built its reputation on fermented botanical goods and a holistic approach to wellness. Its items are carried at Priceline, Harris Farm and IGA stores across Australia and are also sold via China’s online retail platforms, a distribution footprint that makes a C-Pop tie-up commercially sensible.
KUN’s trajectory makes the pairing predictable but still notable. He rose to national prominence with Idol Producer, winning the 2018 finale of the reality program that amassed more than 3 billion online views in China. From there he moved through Nine Percent into a solo career that has included overseas and U.S. tours, chart placements on Billboard’s China TME UNI Chart and viral singles like 2022’s “Hug Me” and “TITLE,”. In 2024 he was named a global brand ambassador for Versace, and earlier this year he released his self-titled sophomore album via 88rising — his first full-length English project.
He’s also kept a presence on fashion and cultural red carpets, most visibly at the Met Gala where he appeared as the Deadman character. Those moves make him a familiar face across music, fashion and lifestyle contexts, and the Bio-E collaboration reads like the latest chapter in a cross-border branding play.
For fans, the deal is another sign of KUN’s international positioning: the endorsements, the English-language album, the fashion ambassadorships and now a wellness campaign that ties his public image to daily rituals. For Bio-E, he offers a bridge into Asian markets and a celebrity voice that echoes the brand slogan. It’s a commercial marriage that says as much about globalized pop stardom as it does about functional beverages on a supermarket shelf.
