Kkaekkeuthan Nara pushes deeper into Southeast Asian sanitary pad market with localization strategy

Kkaekkeuthan Nara said Friday it is strengthening its brand competitiveness in Southeast Asia through a localization strategy that tailors products to each country's climate and consumer trends.

The company markets its Soonsuhanmyeon line as a premium organic sanitary pad brand in Singapore and Malaysia. To suit the region's year-round hot and humid climate, it has enhanced comfort and breathability, improving both functional performance and ease of use.

Product packaging has also been adapted to local buying habits. Because logistics costs for overseas sales are heavily influenced by volume, Kkaekkeuthan Nara developed trial sets that let consumers sample a range of products at an accessible price. The format also improves shipping efficiency through consolidated packaging.

The localization approach has drawn a positive market response. As of this month, Soonsuhanmyeon ranks fourth on Shopee — the region's leading e-commerce platform — under the "organic sanitary pad" search keyword, and maintains an average product rating of 4.9 out of 5.

Building on that consumer reception, Kkaekkeuthan Nara plans to steadily expand its organic pad lineup. Sales of its cooling pad, Dearskin Air Cooling, have grown consistently since launch, and the company intends to gradually broaden that product range as well.

"We will continue to analyze the needs of local consumers, deliver products and brand experiences optimized for each market, and further strengthen our competitiveness in the global market," a Kkaekkeuthan Nara official said.