[Digital Today reporter Chi-gyu Hwang] Hwahae Global, which operates the Hwahae beauty platform, said on Tuesday it has launched a “Branded Seeding” program that supports long-term collaboration between K-beauty brands and global influencers based on paid seeding.

Branded Seeding is a service in which K-beauty brands conduct seeding using Hwahae’s pool of more than 10,000 global nano and micro influencers. It allows produced content to be reused across various channels including social media, commerce and brands’ own online stores.

The program lets brands convert existing seeding activities, which had remained limited to one-off collaborations, into sustainable marketing assets. It is also linked to executing In-Feed Ads using TikTok Spark Ads codes, enabling brands to expand touchpoints with potential customers without the burden of content production, the company explained.

With the launch, Hwahae plans to advance Branded Seeding into a “global influencer partnership model” that connects brands and global creators over the long term.

Seok-jin Lee (이석진), head of Hwahae Global’s global advertising business team, said, “In the global beauty market, influencer marketing is emerging as a key competitive edge, with securing content that can be accumulated as a brand asset at its core.” He added, “Branded Seeding is designed to help brands continue more stable collaboration with global influencers, so we expect it will provide practical help in targeting overseas markets.”