▲ This image provided by LF shows the second edition of its "Hazzys TikTok Crew," made up of foreign content creators living in South Korea. (PHOTO NOT FOR SALE)(Yonhap)

SEOUL, July 15 (Yonhap) -- Hazzys, the casual fashion brand of lifestyle company LF Corp., said Wednesday it has launched the second edition of its "Hazzys TikTok Crew," made up of foreign content creators living in South Korea.

The second group consists of 40 creators from a wide range of countries across Asia, Europe and Africa. Through September, they will complete two individual missions and one team mission each month while producing content for the brand.

The creators will showcase the appeal of South Korea from a foreigner's perspective, highlighting the country's travel destinations, fashion and lifestyle.

"We will strengthen our marketing by collaborating with creators from diverse nationalities and foster our flagship store, 'Space H Seoul,' as a leading destination where visitors can experience Korean fashion and lifestyle," a Hazzys official said.

The retail industry has recently seen a growing trend toward marketing campaigns that utilize user-generated content (UGC) created directly by consumers.

jwc@yna.co.kr

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