HAZZYS' Myeong-dong Sales to Foreign Customers Up 40%... Sets Out to Build a K-Fashion Hub

[Financial News]  HAZZYS, LF's casual brand, has continued its growth, buoyed by expanding demand among foreign tourists for K-fashion shopping.
According to LF on the 2nd, sales to foreign customers at HAZZYS SPACE H SEOUL, the brand's flagship store in Myeong-dong, Seoul, rose 40% year on year from the 21st through the 30th of last month. Foreign customers accounted for 70% of total sales.
During this period, customers from China and Taiwan accounted for approximately 70% of all foreign customers. Customers from Southeast Asia and Japan each represented approximately 10%, while customers from other non-Asian regions made up approximately 10%.
HAZZYS believes this growth was driven by shopping demand among foreign tourists expanding from cosmetics, food and household goods to fashion. Last month, it opened a standalone store at Lotte Duty Free Shop - Myeongdong Main Store to expand its points of contact with foreign customers.
HAZZYS will also strengthen content targeting foreign tourists. It plans to produce and distribute free copies of the "Myeong-dong K-Shopping Curation Map," which introduces fashion, beauty and lifestyle stores near Myeong-dong. It will also hold an experiential event where foreign tourists can have their names transliterated into Hangul and used to create souvenirs.
HAZZYS will expand its marketing efforts using foreign creators. The third cohort of its foreign creator program, HAZZYS TikTok Crew, will be increased to 50 participants. After the first cohort's activities, foreign visitors to HAZZYS SPACE H SEOUL and sales each more than doubled compared with the previous three months. Over the same period, followers of HAZZYS's official TikTok channel increased by 56%.
A HAZZYS official said, "We will develop HAZZYS SPACE H SEOUL into a K-fashion shopping hub representing Myeong-dong."
[email protected] Kang Myeong-yeon Reporter