South Korean retailers are competing for Chuseok, the country’s autumn harvest holiday, with premium products, distinctive sourcing and shopping convenience rather than discounts alone. Lotte Department Store, Shinsegae and Hyundai Department Store are highlighting rare ingredients, luxury food, regional craftworks, chef collaborations and travel experiences. CJ ONSTYLE opened The Master premium food hall, while Shinsegae Live Shopping organized gifts by recipients, tastes, preparation needs and price ranges, including flexible delivery options. The retailers’ strategies reflect more segmented holiday demand and growing consumer attention to origin, production methods, producer expertise, personalization and value.