Hi, I’m haam. Haamoni is where I write about what people in Korea are actually buying, using, and eating, in plain English.
Most K-beauty content outside Korea runs a few months behind. By the time a serum goes viral abroad, Korean shoppers have often moved on to the next thing. The data that shows this shift mostly lives in Korean, so I started translating it.
What you’ll find here
- Trends. What is getting searched and bought in Korea right now, based on Naver shopping trend data.
- Ingredients. What an ingredient is, where it comes from, and how Korea regulates it, based on data from Korea’s Ministry of Food and Drug Safety (MFDS).
- Products. What is inside a product, who it tends to suit, and what it costs in Korea compared with abroad.
- Korean Eats. Restaurants I’ve been to myself, with my own photos.
How I write
I stick to sources I can point to: official Korean government data, brand ingredient lists, and public trend data. If I haven’t tried a product, I won’t pretend I have. Restaurant posts only cover places I actually visited.
Nothing here is medical advice. If you have a skin condition or allergy, check with a dermatologist before trying something new.
Some posts may include affiliate links. If you buy through one, I may earn a small commission at no extra cost to you. It never decides what I write about.
If something I wrote is wrong or out of date, I’ll fix it. Thanks for stopping by.