Japanese consumer goods giant Kao Corp is looking to beef up its investment in the Chinese market bolstered by the country's higher level of opening-up, an executive said at the ongoing fifth China International Import Expo in Shanghai.

"Kao deeply recognizes the importance of combining its business with the Chinese market and China's opening-up to the outside world along the way," said Oka Shintaro, general manager of Kao Commercial Shanghai.

As an exhibitor at the CIIE for five consecutive years, he noted the past five years have witnessed great progress in the scale, level and influence of the expo, which demonstrated "closer connection between China and the rest of the world".

"With such efforts, Kao China will accelerate its new strategy of 'multiple touch points', which aims to get closer to people's lives in more fields so as to offer more value for Chinese people's high-quality life," he said.

During this year's expo, the company has brought about a slew of new products and solutions to the Chinese market, including an antibacterial laundry detergent from laundry brand Attack.