LF's brand HAZZYS has introduced a dog character named 'Harry,' generating a fan following and becoming a new growth driver. Harry, an anthropomorphized English Pointer, debuted at the end of 2022, and helps enhance seasonal storytelling through HAZZYS-themed clothing. Expansion of Harry-themed items includes not only clothing and accessories, but also keyrings and AI content. Sales for women's Harry products rose by 320% compared to last year, and plans are in place to extend the Harry character's impact beyond clothing to include accessories, goods, and digital content worldwide. A 'HAZZYS Harry Store' is set to open globally to strengthen the brand's influence.
