Birdview Co., Ltd. (Respective CEOs Woong Lee and Kyungil Kim) , which operates the beauty platform Hwahae, announced that it successfully held the 'K-beauty Boost' event connecting K-beauty brands and global creators at the '2024 SeoulCon' held at the Dongdaemun Design Plaza (DDP) Art Hall in Seoul on December 30.
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K-Beauty Boost, co-hosted by Hwahae and Nurihouse and organized by the Seoul Economic Promotion Agency (SBA), was established to strengthen the competitiveness of the K-beauty industry by building a network with global creators. Seoulcon is a global influencer expo showcasing Seoul's charms, including beauty, fashion, and K-pop, to the world. Now in its second year since 2023, K-Beauty Boost has more than tripled in size from the previous year, fueled by the revitalization of the K-beauty industry.
On this day, approximately 1,300 beauty creators and 300 industry professionals from over 100 countries around the world attended the event and had the opportunity to experience and learn about popular products firsthand through viewing the exhibition booths and hands-on events of 16 K-beauty brands, including Cosrx, iRecipe, and Primay.
In particular, to commemorate the 10th anniversary of the Hwahae Awards, Hwahae operated a "Special Award Zone" that displayed representative products from past award-winning brands. The Special Award Zone also hosted an event where global creators could experience products from approximately 20 brands, including Dr.G, Dermafirm, Mediheal, Seedmool, S-Nature, and Cosrx (in alphabetical order), and vote for the most impressive products.
We also promoted the Hwahae Global Web on-site, and we received a steady stream of inquiries, confirming the high level of interest in K-beauty among global creators. The Global Web provides Hwahae's core features, such as product ingredients, reviews, and rankings, in English, helping to increase K-beauty brand awareness among international consumers.
Kim Kyung-il, CEO of Birdview, said, “This event was a meaningful opportunity to introduce to the world the excellent brands selected based on the data that Hwahae has accumulated over the past 10 years,” and “It will serve as a bridgehead for domestic beauty brands to actively enter the overseas market through Hwahae.”
Meanwhile, Hwahae launched an English version of its web service in November of last year, making a full-fledged foray into the global market. It also plans to solidify its position as a "K-beauty acceleration platform" that accelerates brand growth by introducing a marketing program for collaboration between overseas influencers and brands in the first half of this year.
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