Lotte Department Store Launches Premium Food Brand 'Celeb's Pick'

Lotte Department Store will launch a new premium food brand, 'Celeb's Pick,' at its main store on the 15th.

[Asia Economy Reporter Lim Chunhan] Lotte Department Store announced on the 14th that it will launch a new premium food brand, ‘Celeb’s Pick,’ at its main store on the 15th.

Celeb’s Pick is an editorial brand that brings together products chosen by domestic food celebrities, such as food masters and culinary researchers, as well as meal kits made from those products. It was planned to offer the best products to customers visiting the department store by carefully selecting only ingredients that celebrities have personally made or chosen from numerous domestic ingredients.

The products to be introduced at this launch include 30 types of traditional sauces and 3 types of meal kits made using these sauces as main ingredients. Collaboration with masters began in June last year, and after about 10 months of effort, these products were created. Representative products include ‘Kwon Kiok Royal Court Fish Soybean Paste (230g),’ a traditional sauce fermented underground for one year with fresh meat and seafood added along with meju, allowing customers to taste the authentic flavor of traditional sauces; ‘Jiminjeong Garlic Enzyme Gochujang (250g),’ which adds garlic to the traditional gochujang manufacturing method to enhance umami; and ‘Choi Jongdae Cheonggukjang (350g),’ made by boiling soybeans in an old-fashioned way using an iron cauldron and oak firewood, then naturally drying them to reduce the distinctive smell of cheonggukjang.

Additionally, Lotte Department Store will introduce meal kits using traditional sauces around the end of March. There are three types of meal kits: ‘Beef Brisket Doenjang Stew’ made with master Kwon Kiok’s doenjang, and ‘Cheonggukjang Stew’ using master Choi Jongdae’s cheonggukjang, both characterized by a savory taste that recreates grandmother’s homemade flavor; and ‘Hot Tteokbokki,’ a popular menu among younger generations, made using master Jiminjeong’s gochujang.

A Lotte Department Store official said, “With the rapidly growing home meal trend, customer demand for premium ingredients and meal kits will continue to increase,” adding, “Starting with the launch of Celeb’s Pick, we will strive to strengthen the product competitiveness unique to department stores.”

This content was produced with the assistance of AI translation services.