K-fashion joins K-beauty on foreign tourists' shopping lists

Hazzys, the premium contemporary casual brand under lifestyle company LF, said Friday that demand from foreign customers has continued to grow.

At Space H Seoul, the brand's flagship store in Myeong-dong, sales to foreign customers surged 40 percent year-on-year during the Sept. 21–30 period, which included the Chuseok holiday. Foreign customers accounted for 70 percent of total sales over that stretch, with shoppers from China and Taiwan making up roughly 70 percent of that group.

Hazzys has also been expanding its offline presence for foreign visitors. In September, the brand opened a standalone store at Lotte Duty Free's main Myeong-dong branch, adding to Space H Seoul as a second touchpoint in an area where foreign tourist traffic is concentrated. With October marking the peak of the tourism season, the brand plans to deepen the in-store experience and content offerings centered on Myeong-dong.

As part of that push, Hazzys will produce a "Myeong-dong K-Shopping Curation Map" for foreign tourists, available free in stores. Curated by fashion editors, the map highlights key fashion, beauty and lifestyle shopping destinations near Myeong-dong.

The brand is also preparing experiential content tied to a free luggage-storage service. Visitors can type their name in English, Chinese or Japanese on a tablet at Space H Seoul, have it converted into hangul, then hand-letter and decorate the result on a "Hazzys Harry Luggage Tag" to take home.

"We will strengthen content that travelers can participate in and share, timed to the influx of foreign tourists in October and November, and build Space H Seoul into a defining K-fashion destination in Myeong-dong," a Hazzys official said.