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[Herald Economy = Jin Kim] On the 13th, Lotte Department Store announced it will roll out travel programming this June at the Ulleungdo luxury resort, Ulleungdo Cosmos Villa Somme, exclusively for members of its Avenuel VIP program. The move is part of a push to reposition Avenuel as an experience-driven membership centered on travel, dining and culture.
Members will be treated to a private multi-course dinner by Chef Jeong Ho-young highlighting Ulleungdo’s seasonal ingredients, a curated breakfast, and wine pairings from Lotte Department Store sommelier Han Hee-soo. The itinerary also includes a scenic coastal drive in a BMW 7 Series and guided tours of the island’s top sights.
Earlier this year, Lotte revamped the points-focused Avenuel system into “Avenuel Curation,” shifting toward content-led VIP services. The program now offers high-end lifestyle experiences across six categories—from luxury hotels and fine dining to golf and leisure—through roughly 100 partner venues.
Last month, a gala dinner by three-Michelin-star chef Yannick Alléno, produced in collaboration with Signiel, sold out almost immediately. A private wedding showcase at The Hanok Heritage, a high-end hanok hotel in Yeongwol, Gangwon Province, also filled up early despite packages priced around 1,000,000 KRW (about $750) for double occupancy.
Park Sang-woo, head of marketing at Lotte Department Store, said, “We will set a new standard for premium lifestyle experiences by leveraging our curation capabilities across travel, food and culture.”
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