Special Collaboration with Nine Michelin-Starred Restaurants
Exclusive Private Dining Benefits in Department Store VIP Lounges for the First Time in the Industry
Shinsegae Department Store announced on the 28th that it will launch a VIP service introducing desserts crafted by Michelin-starred chefs in its exclusive lounges for top customers, marking the first such collaboration with Michelin-starred restaurants in the industry.
Shinsegae Department Store officials are introducing desserts collaborated with Michelin-starred restaurants. Photo by Shinsegae Department Store
Until July 30, the Trinity Lounge and Upper House Lounge will feature the 'Kumquat Neige' and 'Two-in-One Cheese Chocolat' desserts created by Chef Seo Hyunmin of 'Allen,' a two-star restaurant selected in the 2025 Michelin Guide Seoul. The Upper House Lounge is exclusively available to Black Diamond customers who spend more than 120 million won annually. The Trinity Lounge is accessible to the top 999 customers with the highest annual spending.
The Kumquat Neige, served to these customers at the Upper House in the Gangnam branch, is a dessert consisting of a snow-like pile of ice parfait made from Greek yogurt, topped with kumquat jam and white chocolate crumble.
The Two-in-One Cheese Chocolat, available at the Trinity Lounge, is a menu item featuring a cake made from baked cream cheese and chocolate mousse, topped with a rich chocolate glacage (a lightly frozen chocolate for a crispy texture), and served with baked banana, berries, and white chocolate crumble.
Starting next month, these desserts will also be available every Wednesday at the Upper House lounges opening in Daegu Shinsegae and Centum City branches, following the Gangnam branch. In addition, Shinsegae Department Store plans to expand its collaboration with various Michelin-starred restaurants and introduce new dessert menus through early next year.
Shinsegae Department Store also offers a 'Private Dining' benefit, allowing VIP customers to use their points to dine at nine Michelin Guide-starred restaurants. These include L'Amitie, Kwonsooksoo, L'Amant Secret, Sosul Hannam, Allen, Jungsik, Evett, Vinho, and Mori (Busan), where Shinsegae Department Store VIP points can be redeemed in increments of 200,000 points.
In the second half of this year, Shinsegae Department Store plans to hold a 'Four Hands Dining' event, where two world-class Michelin chefs will collaborate to create and personally explain a special course menu exclusively for VIP customers.
The proportion of VIP sales at Shinsegae Department Store rose to 45.3% last year, up approximately 15 percentage points from 30.9% in 2020 over four years. The Gangnam branch, which achieved annual transactions of 3 trillion won for two consecutive years since 2023, recorded more than half of its total sales from VIP customers last year.
Lee Sunghwan, Executive Director of Sales Strategy at Shinsegae Department Store, stated, "We have focused on providing more sophisticated services to VIP customers through our collaboration with the Michelin Guide," and added, "We will continue to expand and develop unprecedented content to enhance our customers' shopping experiences."
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