LOTTE Department Store produced the "2017 Chuseok Premium Collection", targeting its VVIP customers, with the concept of "a traditional Korean gift box, pocket, and wrapping cloth filled with sincerity" for Chuseok (Korea's traditional harvest festival) marketing. This unique catalog features a magazine concept, stories of holiday gifts, suggestions by food artisans, and a sophisticated design and package that match the needs of VVIP customers. The catalog has been differentiated from VVIP marketing by its competitors through visual strategies based on traditional Korean patterns, effectively presenting the premium brand image of LOTTE.