Kao's Relief public relations office announced on May 18, 2026, that a revised Marude Shitagi adult pull-on diaper would launch nationwide in Japan on May 23. Kao says the material at the buttocks measures 1 mm when stretched to a state equivalent to wearing the product. Its patented stretch fabric creates a flat surface intended to reduce bulk beneath clothing.
The release links the redesign to resistance towards adult diapers. Kao's 2025 survey found that about four in ten families in a light-care group encountered refusal when introducing diapers. The company describes worries about appearance and a bulky feel as obstacles to going out or attending day services.
The unisex product comes in white and sakura pink. Kao also describes absorption equivalent to two urinations, breathability throughout the garment and a polymer for ammonia-odour control. The launch plan includes television and newspaper advertising and sampling aimed at working family caregivers in their fifties and sixties, alongside a refund campaign for eligible Relief products beginning in May.