Tao, a former member of EXO who has since transitioned into business, has revealed that his sanitary pad brand has generated over 230 million USD (approximately 300 billion KRW) in sales in just three months since launch.
From Idol to Entrepreneur
The revelation came during an appearance on a YouTube video released on February 5, where broadcaster Hong Jin-kyung traveled to Hangzhou, China, to meet top Chinese influencers and entrepreneurs. Tao appeared in the video and spoke candidly about his current life and business pursuits.
Tao shared that he is now married and living a stable life, adding that his focus has shifted significantly toward entrepreneurship. His primary business venture, he revealed, is the production and sale of sanitary pads a choice that initially surprised many viewers. “I started this business because I wanted women to be able to use these products safely and without worry,” Tao said. “I’m not embarrassed at all. I believe this is meaningful work, and I’m proud of it.”
Building Trust Through Transparency
Rather than outsourcing production, Tao explained that he chose to build and operate his own manufacturing facility. The factory currently runs six production lines, each requiring a substantial investment.
So far, the brand has sold approximately 150 million units, reaching total sales of around 150 million yuan. However, Tao emphasized that profitability has not yet been reached. “We haven’t even recovered the initial investment,” he said, noting that each production line cost roughly 20 million yuan to establish. “But I didn’t want to rely on external manufacturers. I felt consumers wouldn’t trust us that way.”
Tao added that transparency is central to the brand’s philosophy. “Anyone should be able to see how our products are made. That’s what builds real trust.”
A Business Built on Values
Tao described this commitment to openness as the company’s biggest strength, saying the goal goes beyond financial success. “I hope everyone can live well and value the present,” he said. “If this business helps even a little with that, then it’s worth it.”
Since leaving EXO, Tao has steadily carved out a new identity beyond music, and this latest disclosure highlights how far his post-idol path has diverged from the global stage to the factory floor, driven by a focus on responsibility, transparency, and long-term impact.