Hwahae Holds First K-Beauty Showcase In Tokyo, Japan

Full-Fledged Expansion of the Global K-Beauty Platform

Hwahae Global said on the 11th that it held the "Hwahae Awards in Tokyo 2026: K-Beauty Showcase" at Trunk Hotel in Tokyo, Japan on the 5th.

The event was organized to support the expansion of local distribution channels for K-Beauty brands in Japan and to help them establish a foothold in the market. Around 300 Japanese influencers with a combined follower count of 15 million, along with buyers and media representatives from about 150 Japanese companies, attended the event.

Hwahae Global said on the 11th that it held "Hwahae Awards in Tokyo 2026: K-Beauty Showcase" at Trunk Hotel in Tokyo, Japan on the 5th.

In the first session of Part 1, Kim Yerim, Manager of the Advertising Business Team at Hwahae Global, presented "F.I.N.D" as the 2026 K-Beauty trend keyword and gave a presentation on related consumer trends and other topics. In the first overseas offline "Hwahae Awards" event held during the second session, awards were presented in three categories to 13 companies leading the "F.I.N.D" trend.

In Part 2, influencers visited each brand's booth, used the Hwahae App to check ingredient information and reviews, and asked direct questions about ingredients and efficacy, taking time to deepen their understanding of the brands. One-on-one business meetings were also held between brands and Japanese buyers and media, and all 13 brands succeeded in being matched with local distributors, securing a foundation for entry into the Japanese market.

Hwahae Global CEO Kim Kyungil said, "This showcase marks the first time that the Hwahae Beauty Awards have been presented overseas and serves as a starting point for the full-fledged expansion of Hwahae as a global K-Beauty platform," adding, "We expect that the combination of Hwahae's data-driven analysis and the expertise of local stakeholders in Japan will inject new vitality into the beauty industries of both countries."