KUN is the first global brand spokesperson for Bio-E, the Australia-based specialist in wellness and nutrition products.
With the Chinese pop star and producer on board, Bio-E presses the button on a digital campaign underpinned by the brand philosophy, “Nature Speaks for Itself.”
“Life is not only about choices, but about balance,” says KUN (real name: Cai Xukun) in a statement. “I believe in staying true to my own rhythm, letting passion grow into consistency, and maintaining a steady state through continuous self-adjustment.”
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Based in Victoria, Bio-E is known for its fermented botanical goods, for its holistic approach that nutrition is best integrated into daily routines, and its products are available locally at Priceline, Harris Farm and IGA stores and via China’s online retail platforms.
“Pay less attention to external noise and stay true to your own rhythm,” KUN continues in the statement. “I like to start my mornings with a sachet of Bio-E TUMMANANA, for its dense nutrition followed by a Bio-E LEMONVIVA with Mediterranean olive oil – which is a simple routine to help me set the tone for the day.”
The C-Pop star has evolved as an artist over the past decade, both as a member of the boy band Nine Percent and as a full-fledged solo superstar with several albums, overseas tours, and high-profile brand endorsements to his name. KUN got tongues wagging when he won Idol Producer‘s 2018 finale, a music reality show that attracted more than 3 billion online views in his native China. From that experience, he launched U.S. tours, landed hits on Billboard‘s China TME UNI Chart including 2022’s “Hug Me” and “TITLE,” and in 2024 was named as a global brand ambassador for Versace.
Earlier this year, KUN released his self-titled sophomore album via 88rising, his first full-length English project, and he was spotted at the Met Gala, dressed as the “Deadman” character.
