Hwahae, a beauty platform operated by Hwahae Global (Respective CEOs Woong Lee and Kyungil Kim), announced on the 9th that it has released the '10 Million Reviews, 10 Million Settlement' content and prepared a user appreciation event to celebrate reaching 10 million cumulative reviews.
According to the company, the total number of reviews written over the 12 years since the reconciliation service launched has reached approximately 1.8 billion characters. Each review averages about 180 characters, indicating that descriptive reviews are up to ten times longer than short-form social media or online community reviews.
A total of 3.87 million users participated in writing reviews, representing approximately 60% of the Korean female population in their 20s and 30s. Approximately 5.56 million users viewed the posted reviews, exceeding the entire population of Norway. Furthermore, around 1.92 million users "liked" the reviews, and around 500,000 users marked them as "helpful," indicating active user interaction.
Hwahae operates a "Clean Review" policy, which uses a proprietary algorithm to screen and review reviews that may be intentionally manipulated or abusive. The company explains that this policy focuses on providing review data based on actual user experiences. Furthermore, since 2017, it has introduced a reward system for activities such as review writing, and to date, approximately 2.65 billion won worth of Hwahae Points have been awarded.
To celebrate reaching 10 million cumulative reviews, Hwahae is hosting an in-app raffle. Users who view the "10 Million Reviews, 10 Million Settlement" content will be entered into a raffle to win a variety of prizes, including: an iPhone 17 Pro (1 winner); random perfumes from Diptyque, Byredo, and Le Labo (3 winners); a fwee makeup box (10 winners); and 10,000 won in shopping points (1,000 winners).
Additionally, awards will be given to users who have achieved various milestones within the platform. The "Text Mansur Award" will be given to users who write approximately 16,000 characters in a single review, the "Reviewer Award" to users who have written a total of 2,350 reviews, and the "Heart Stealer Award" to users who receive approximately 12,000 likes. The 10 millionth reviewer will receive a 1-don gold plaque.
Lee Woong, CEO of Hwahae Global, stated that user participation has become the foundation for the platform's growth, and that the company will continue to develop its service into a trustworthy beauty information platform that can be referenced by domestic and international consumers.
In the beauty platform industry, competition is growing for product recommendation and consumer analysis services based on user review data.
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