Hwahae Global, the operator of the Korean beauty platform Hwahae, has opened its first offline standalone store in Shanghai, China. The store, located in the Hongquan Road Korea Town within a 341-square-meter space, launched on May 12, 2025, according to a company announcement on May 27. The store features approximately 300 products from 18 brands, including Goodal, Numberzine, Torriden, Fwee, and Hince, spanning skincare, color cosmetics, sheet masks, body care, and beauty tools. Hwahae leveraged its app-accumulated data of 440,000 product entries and 10.2 million reviews to curate the selection. The company aims to provide Chinese consumers with a trustworthy, hands-on experience of K-beauty products. Since opening, the store has attracted an average of 2,000 daily visitors, with over 20 local influencers and reviewers sharing more than 100 experience-related posts.
Hwahae plans to expand collaboration with offline retail partners, evolving into a B2B model that covers brand sourcing, product assortment, store-in-store proposals, and data-driven re-curation based on sales insights. A Hwahae Global representative stated: "This Shanghai store marks a meaningful starting point for extending Hwahae's data-driven K-beauty curation capabilities into offline retail spaces. We will broaden partnerships with domestic and international lifestyle edit shops, pop-ups, and experiential retail spaces to deliver differentiated K-beauty experiences."
Hwahae is a mobile beauty platform offering ingredient analysis and product reviews, serving users in six languages including Korean, English, Japanese, Chinese, and Spanish, with over 10.2 million cumulative reviews.
Source: Read the original report | Published: May 27, 2026