Brand trust / repeat purchase
Many reviewers say they already own or have used other Fillimilli brushes and repurchase because the brand has been consistently reliable ('안정의 필리미리', 'never lets you down').
Travel convenience
A huge share of buyers purchased specifically for travel, citing the compact size, included pouch, and back-of-case mirror as the deciding factor.
Price/value during sales
Many mention buying during Olive Young sales or because the multi-brush set was 'cheap' relative to the number of brushes and case included.
Beginner-friendly complete set
Reviewers new to eye makeup bought it because the numbered/labeled brushes cover all basic eye makeup steps in one set, removing guesswork about which brush to buy.
Gift purchase
Several reviewers bought the set as a gift for friends or family (e.g., for a mother or friend) due to its cute packaging and known quality.