Providing 9.5 million real-world reviews, the largest in the industry, in Chinese, enhancing accessibility to K-beauty consumer information.
-One-stop support from information search to purchase through Taobao integration.
Hwahae Global Co., Ltd. (Respective CEOs Woong Lee and Kyungil Kim), which operates the beauty platform Hwahae, announced on the 11th that it will officially launch the Chinese version of its global web and begin full-scale support for K-beauty indie brands to enter the Chinese market.
Hwahae Global Web provides Hwahae's core features in one place: ▲Category Rankings ▲Hwahae Awards ▲Review Topics ▲Cosmetic Ingredient Information. Using a cosmetics-specific Large Language Model (LLM), it translates over 9.5 million real-user reviews into English, Japanese, and Chinese, allowing users to easily access the information they need without having to log in.
With expectations rising for the lifting of the THAAD ban in the second half of this year, demand for K-beauty information in China is rapidly increasing. Hwahae Global Web's Chinese user ranking has shown rapid growth, rising from the top 50 in January to 21st in August. In response, Hwahae quickly launched a Chinese version of its global website.
In particular, the Chinese version links to Taobao, China's leading e-commerce platform, on each product detail page, connecting the entire process from information search to purchase conversion, supporting K-beauty indie brands to expand their contact points with Chinese consumers and strengthen their global competitiveness.
Hwahae previously built a consumer network and brand awareness in China by operating an official Xiaohongshu account with 150,000 followers through its China business team. With the launch of the Chinese version, the company aims to maximize synergy with major e-commerce channels like Tmall and Jingdong, allowing the brand to leverage a wider range of online and offline distribution channels.
“We hope to provide K-beauty brands with an opportunity to communicate more effectively with Chinese consumers through the Chinese version of Hwahae Global Web,” said Kim Kyung-il, CEO of Hwahae Global. “Through this, we hope to further solidify K-beauty’s position in the global market.”
Meanwhile, Hwahae continues to expand its global user base, surpassing 300,000 monthly active users just eight months after its global web launch. Following the launch of its global influencer seeding program in July, the company is expanding its global B2B business, broadening the foundation for K-beauty brands to enter overseas markets.
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