Lotte Department Store Expands VIP Experience with Culinary Tours and Luxury Content

Lotte Department Store is evolving its VIP membership program from a focus on point accumulation to a "lifestyle curation" model. The revamped AvenueL program aims to enhance the experiences of its top-tier customers by expanding exclusive travel, fine dining, and unique cultural events.
 
On May 13, Lotte Department Store announced the transition from the existing "AvenueL Points" system to "AvenueL Curation," which will strengthen content-focused VIP services.
 
AvenueL Curation allows customers to utilize tiered points to experience luxury lifestyle content at over 100 partner locations across six categories: luxury hotels, fine dining, golf and leisure, stay, cuisine, wellness, store, and charity.
 
A highlight of the program is an exclusive tour of Ulleungdo scheduled for next month, featuring a private dining experience with Chef Jeong Ho-young and wine pairings by Lotte Department Store's sommelier Han Hee-soo, set against the backdrop of the luxury resort "Cosmos Villasome."
 
The tour will also include a scenic drive along the Ulleungdo coastline in a BMW 7 Series and visits to local attractions, combining nature, gastronomy, and mobility into a single experience.
 
Customer response to AvenueL's exclusive content has already been positive. Last month, Lotte Department Store hosted a gala dinner with Michelin three-star chef Yannick Alléno, which sold out quickly due to limited seating.
 
Previously, a private wedding showcase held at the high-end Hanok resort "The Hanok Heritage" in Yeongwol, Gangwon Province, was also a success. Directed by renowned wedding planner Moon Jeong-kyung, the event included accommodations, a dress and hanbok runway, and an after-party, and despite a high package price of 1 million won for two, it received rave reviews and sold out early.
 
Park Sang-woo, head of marketing at Lotte Department Store, stated, "We plan to continuously expand differentiated content for our AvenueL customers, offering experiences that are more finely tailored to their tastes and lifestyles."