Former EXO member Tao opened up about an unexpected business venture—and the philosophy behind it.
Tao recently revealed that his sanitary pad brand has generated about 30 billion KRW (roughly 20 million USD) in sales, even though he says the business has not yet broken even.
Appearing on a YouTube talk show hosted by Hong Jin Kyung, Tao shared updates on his life in Korean, saying, “Life is good, and I am married now.”
Asked about his current work, Tao said plainly, “My main product is sanitary pads.” He explained that he launched the brand to help women feel safer using hygiene products. “I wanted women to be able to use them without worry,” he said, adding that the production process can be monitored at any time. “I am not ashamed of this business at all. I believe it is the right thing to do.”
Tao said the brand has sold around 150 million sanitary pads, bringing in roughly 150 million yuan in revenue. “I still have not recovered my initial investment,” he admitted. “The net profit is not large.”
He also explained why he built his own factory instead of outsourcing. “If we relied on outside manufacturers, consumers would not trust us,” Tao said. “We operate the entire factory transparently so anyone can see how the products are made.” He emphasized that trust matters more to him than margins.
His interest in the sanitary pad market grew after reports in China revealed that some companies had recycled and resold used hygiene products. “Making dirty money off sanitary pads is disgusting,” Tao said, vowing to produce clean and honest products himself.
Tao’s wife, Xu Yiyang, was directly involved in developing the brand and personally tested the products.
Tao debuted in EXO in 2012 before leaving the group three years later and returning to China, where he has balanced entertainment with business. Widely known for his wealthy background, Tao inherited a vast fortune at approximately 30 billion USD following his father’s death in 2020. Today, he has more than 66 million social media followers, with content related to his sanitary pad brand surpassing 100 million views.
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