[Edaily Reporter Han Jeon-jin ] Hazzys, a casual brand underLF(093050), announced on the 15th that it has launched the second cohort of the “Hazzys TikTok Crew,” consisting of foreign creators residing in Korea.

The Hazzys TikTok Crew is a global marketing program in which foreigners living in Korea personally experience Hazzys and Seoul’s fashion and lifestyle and create content based on those experiences. This year, the number of participants has been expanded from 21 to 40, and the program will run from July through September.

Previously, the first cohort produced a total of over 150 pieces of content, recording a cumulative 1.29 million views. As a result, followers of the official Hazzys TikTok channel increased by 56% in just three months, and the content attracted attention from various countries, including Indonesia, the United States, the Philippines, and Vietnam.

The online response translated into offline success as well. From April to June, foreign visitor traffic and sales at the Myeongdong flagship store, “Space H Seoul,” more than doubled compared to the previous three months, with tourists from various countries—including China, the United States, Japan, and Southeast Asia—visiting the store.

The second-generation crew plans to produce content not only introducing existing stores but also covering topics such as travel in Korea, Myeongdong landmarks, fashion trends, and lifestyle. Hazzys also plans to expand its collaborations with global creators to jointly promote K-Fashion and K-Lifestyle.

A Hazzys representative stated, “The TikTok Crew is a program where global creators experience Seoul and Hazzys firsthand, reinterpret them through their own content, and introduce them to the world,” adding, “We will continue to collaborate with creators from various countries to expand our reach to global customers.”