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KUN Named Global Brand Spokesperson for Australia’s Bio-E
Cai Xukun, known as KUN, is Bio-E’s first global spokesperson, fronting a digital campaign and describing his daily product routine.
KUN has been named the first global brand spokesperson for Bio-E, the Australia-based wellness and nutrition company. The appointment launches a digital campaign centered on the brand philosophy, “Nature Speaks for Itself.”
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
In a statement accompanying the announcement, KUN, born Cai Xukun, framed the partnership around routine and balance. “Life is not only about choices, but about balance,” he said. “I believe in staying true to my own rhythm, letting passion grow into consistency, and maintaining a steady state through continuous self-adjustment.”
The singer also detailed part of his morning routine and product preferences with Bio-E. “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,” he said.
Based in Victoria, Bio-E is known for fermented botanical products and a holistic approach that emphasizes integrating nutrition into daily life. Its goods are sold locally at Priceline, Harris Farm and IGA stores, and through China’s online retail platforms.
KUN rose to prominence over the last decade as a member of Nine Percent and then as a solo artist. He won the Idol Producer finale in 2018, a reality show that drew more than 3 billion online views in China. From that platform he launched U.S. tours and placed tracks on Billboard’s China TME UNI Chart, including 2022’s "Hug Me" and "TITLE".
In 2024 he was named a global brand ambassador for Versace. Earlier this year he released his self-titled sophomore album via 88rising, his first full-length English project, and was photographed at the Met Gala dressed as the "Deadman" character.
