Sano Hayato, a member of the Japanese idol group M!LK, appeared at the "ULTIMUNE with LISA POP-UP EVENT ― Behind the Scenes of Beautiful Skin ―" on March 5th.

The event was a promotional pop-up for beauty brand ULTIMUNE, marking another crossover between J-Pop idols and the beauty industry. Sano's appearance highlights the growing trend of male idols participating in skincare and beauty campaigns, which has become increasingly common in Japan's entertainment landscape.

M!LK is a six-member idol group under Stardust Promotion that debuted in 2014. The group has built a dedicated fanbase through their music releases and variety show appearances. Sano, born in 1998, has also pursued acting alongside his idol activities, appearing in various dramas and films.

The collaboration between entertainment figures and beauty brands has become a standard marketing approach in Japan, where skincare and cosmetics hold significant cultural importance. These partnerships often help introduce idol groups to broader audiences while promoting self-care messages to fans.

While details about Sano's specific role in the ULTIMUNE campaign weren't elaborated, his participation demonstrates how modern J-Pop idols expand their careers beyond music into lifestyle and beauty endorsements, creating multiple touchpoints with their audience.