Hwahae Launches Chinese Global Web, Paving Way for K-Beauty in China

The door for K-beauty's entry into China has swung wide open! Hwahae Global, which operates 'Hwahae,' a leading domestic beauty platform, has ambitiously launched the official Chinese version of the Hwahae Global web, thereby actively supporting K-beauty indie brands in their strategic entry into the Chinese market. This is more than just a simple language expansion. The Chinese version of Hwahae Global Web fully incorporates Hwahae's core strengths. Extensive category-specific rankings, highly reliable Hwahae Awards, vivid real user review topics, and even meticulous cosmetic ingredient information – all these are consolidated in one place. Thanks to a large language model (LLM) specialized in cosmetics, over 9.5 million actual user reviews are seamlessly translated into English, Japanese, and Chinese, allowing Chinese consumers to easily access desired information without the need for separate logins. This launch was a predicted move. With the growing anticipation of the lifting of the Hallyu ban in the second half of this year, the demand for K-beauty information in China has exploded. In fact, the ranking of Chinese users on Hwahae Global Web showed astonishing growth, skyrocketing from the top 50 in January to 21st place in August. In response to this enthusiastic reaction, Hwahae promptly launched the Chinese version, demonstrating a proactive approach. The most notable feature is the integration of purchase links to 'Taobao,' China's leading e-commerce platform. By providing a one-stop experience that goes beyond information exploration on product detail pages to direct purchases, this helps K-beauty indie brands significantly expand their touchpoints with Chinese consumers and strengthen their global competitiveness. It literally eliminates the gap "from information to purchase." Hwahae has already built a solid consumer network and brand recognition in China through its official 'Xiaohongshu' account, boasting 150,000 followers. Now, with the launch of the Chinese version as a starting point, Hwahae plans to maximize synergy with major e-commerce channels such as Tmall and JD.com, thereby helping K-beauty brands utilize online and offline distribution networks much more diversely and efficiently. Kim Kyung-il, CEO of Hwahae Global, stated his ambition, saying, "The Chinese version of Hwahae Global Web will serve as a powerful bridge for communication, connecting K-beauty brands with Chinese consumers," and "Through this, we will significantly contribute to K-beauty solidifying its position in the global market." Meanwhile, Hwahae Global Web has surpassed 300,000 monthly active users (MAU) within just eight months of its launch, consistently expanding its global user base. In July, it successfully introduced a global influencer seeding program and is also developing global B2B business, leading the effort to diversify and broaden the foundation for K-beauty brands' entry into overseas markets.