Kate, Japan’s leading makeup brand under Kao Corporation, has unveiled two major collaborations—one with the hit anime Jujutsu Kaisen and another with Universal Studios Japan—as part of its expansion strategy across Asia. 

The Jujutsu Kaisen collection, launching on June 21, features a limited-edition eyeshadow palette and eyeliner, inspired by the anime’s fan-favorite character Satoru Gojo. The campaign, centered around the slogan “Makeup is the most powerful technique to control your confidence”, will be supported by an activation at Kate’s flagship store in Shibuya, Tokyo, offering interactive experiences for fans. 

Meanwhile, in September, Kate will collaborate with Universal Studios Japan for a Halloween attraction titled “Witches of House 18: Bewitching Mansion of Emotion”, designed to explore self-expression through makeup. 

These partnerships reflect Kate’s commitment to blending pop culture with beauty, reinforcing its presence in key Asian markets like Taiwan and Thailand, where local brand ambassadors will amplify the campaign.