Hwahae Surpasses 500,000 Global Web MAU... Leaps Forward as 'K-Beauty Global Hub'

Enhancing K-beauty Brand Awareness
Supporting Purchase Decisions

Hwahae Global, the operator of the beauty platform Hwahae, announced on the 30th that its global web monthly active users (MAU) have surpassed 500,000.

Hwahae began its global expansion in earnest last November by launching an English version of its global website, followed by Japanese and Chinese versions this year. The Hwahae global web provides key features such as category rankings, Hwahae Awards, ingredient information, and review topics, as well as 9.6 million user-generated reviews-the largest in the industry-translated and delivered through a large language model (LLM).

Currently, users from North America account for 57% of the total, and the number of users from major Asian countries such as Japan, China, Singapore, and Vietnam is steadily increasing. Notably, 50% of all users are acquired organically, supporting increased brand awareness for K-beauty brands and helping local consumers make purchasing decisions.

In addition, Hwahae has strengthened access to K-beauty information by launching a global influencer seeding program in the second half of this year and integrating purchase links for its global web and Amazon. As a result, content citing Hwahae by overseas influencers has spread across social networking services (SNS) such as TikTok, and the '#hwahae' hashtag has reached 29 million views-about 60 times higher than the previous year.

Hwahae plans to sequentially launch versions in Vietnamese, Spanish, Russian, and other languages to expand its overseas user base, aiming to reach 1 million MAU by the first half of next year and further strengthen the global competitiveness of K-beauty brands.

A Hwahae Global representative stated, "We have confirmed that the Hwahae global web is serving as a global hub for K-beauty," adding, "We will continue to expand into various languages to raise global brand awareness and establish ourselves as an essential beauty platform for overseas consumers to discover and experience K-beauty."

This content was produced with the assistance of AI translation services.