Hazzys 'SpaceH' Emerges as a Short-Form Hotspot for International Visitors, Joins 'Purple Myeongdong' Trend

Hazzys Flagship Store 'SpaceH Seoul'
Purple Theme from Exterior Lighting to SS Product Displays
Expansion of Short-form Content and Tourist Services
Rapid Increase in Proportion of International Customers

Lifestyle and culture company LF announced on March 16 that it will decorate the exterior lighting of the Hazzys flagship store 'SpaceH Seoul' in Myeongdong in purple from March 20 to 22 to welcome global K-pop fans.

This store, which spans approximately 1,200 square meters, will feature decorations using a color symbolizing K-pop fandom, creating a welcoming space for global fans visiting Myeongdong.

This initiative was planned in line with the festive atmosphere in the Myeongdong area, which will be adorned with purple lights and various events ahead of a major concert. Hazzys plans to enhance the shopping environment, focusing on the flagship store, so that tourists can naturally experience the brand space.

Inside the store, purple-colored items from the 2026 spring/summer season collection will be displayed in a dedicated main zone. The strategy is to draw the attention of international tourists by curating products with the theme color representing the global K-pop fandom.

The LF Hazys Myeongdong flagship store, 'SpaceH Seoul,' welcomed global K-pop fans by lighting up the building's exterior in purple. LF

In addition, during the same period, both 'SpaceH Seoul' and the Hazzys store at Lotte Department Store Myeongdong Main Branch will offer a 20% discount promotion on all men's, women's, and kids' 26SS products.

A Hazzys representative said, "We expect a significant increase in global K-pop fans and international tourists visiting Myeongdong next weekend," adding, "As a brand representing K-fashion, we have prepared this event to provide visitors with a space and shopping experience they can enjoy."

Meanwhile, 'SpaceH Seoul' has also expanded its services for international customers. Additional discounts are offered to customers using WeChat Pay, Alipay, and UnionPay, and a free luggage storage service is also available.

Content production for global short-form formats is also actively taking place around this venue. Since launching the official Hazzys Global TikTok account in November last year, the company has focused on producing content targeting international visitors. By sharing in-store experience scenes and styling content, the strategy is to extend the offline visit experience online. To date, about 60 pieces of content have been uploaded, recording a cumulative view count of approximately 1.5 million. Notably, the age distribution of viewers skews young, with about 40% aged 18-24 and 50% aged 25-34.

In particular, videos introducing Myeongdong as a tourist destination, content about the store's free luggage storage service, and interviews with visitors from Vietnam, the Philippines, India, and Turkey are receiving high engagement. Unboxing and styling videos, as well as flagship store visit vlogs created by overseas users, are also spreading, strengthening the perception of 'SpaceH Seoul' as a must-visit spot when touring Myeongdong.

This spatial strategy is also leading to a change in customer composition. The ratio of domestic to international purchases at 'SpaceH Seoul' shifted from 7:3 in 2023 to about 5:5 after 2024, indicating a significant increase in foreign customers. By age, customers in their 20s are growing the fastest, with an annual growth rate of about 50%.

Sales from international customers have also maintained an upward trend. Last year, sales from foreign customers rose by about 20% year-on-year and have expanded by about 2.2 times compared to 2023. The visitor composition, which was previously centered on China and Japan, is gradually diversifying to include the United States, Europe, Southeast Asia, and the Middle East.

An LF representative stated, "'SpaceH Seoul' in Myeongdong is a space where you can experience the Hazzys brand, which is expanding globally, in a multidimensional way," adding, "We will continue to invest in brand spaces that can enhance the global customer experience in the future."

This content was produced with the assistance of AI translation services.