Hwahae Debuts K-Beauty Content at Shinsegae Duty Free to Expand Customer Reach

## Hwahae Partners with Shinsegae Duty Free to Lead K-Beauty's Global Leap Birdview, which operates Hwahae, Korea's largest beauty platform, has partnered with Shinsegae DF to establish a strong bridgehead for K-beauty brands' overseas expansion. This business agreement, signed on the 12th, is anticipated as a strategic collaboration that will accelerate the globalization of K-beauty by combining Hwahae's unique beauty data and content capabilities with Shinsegae Duty Free's extensive online and offline distribution network and global infrastructure. Through this agreement, both companies plan to actively leverage their mutually held beauty information to provide differentiated K-beauty content to domestic and international customers visiting Shinsegae Duty Free. Their focus will be on supporting the growth of promising K-beauty brands and strengthening their global market competitiveness. Furthermore, they also plan to actively develop joint marketing activities to expand customer touchpoints. Hwahae is based on vast assets including information on 370,000 K-beauty product ingredients and approximately 9 million real user reviews and rating data. According to the agreement, Hwahae will provide unique content creation information, including intellectual property (IP), the Hwahae emblem, AI review topics, and ingredient analysis, and will actively cooperate in the planning, production, and exposure of beauty content, as well as system development for applying online product information. On the other hand, Shinsegae DF will create K-beauty experience spaces through its online and offline duty-free stores and will promote Hwahae's high-quality content using its own app/web and global social networking service (SNS) channels. In addition, it will offer special benefits to Hwahae customers when using duty-free stores and provide a stepping stone for K-beauty brands' overseas expansion based on its robust infrastructure. Kim Kyung-il, CEO of Birdview, stated, "This agreement will serve as an opportunity to dramatically expand the overseas distribution networks and sales channels for K-beauty brands." He further expressed his ambition to "actively assist K-beauty brands in securing strong competitiveness in the global market together with Shinsegae DF, a leader in the duty-free industry." As Korea's largest beauty platform, Hwahae, which already launched its global web English version last November and recently added a Japanese version, is accelerating its global expansion. This move is notable as it is expected to inject new vitality into K-beauty's global leap through synergy with Shinsegae Duty Free.