Lotte Department Store wine buyer receives Saint-Émilion knighthood in France
Version 3: Three further outlets — Asia Economy, Maeil Business and Hankook Ilbo — have now reported the award with specifics on the buyer's record, including about 700 French wines introduced, roughly 800,000 bottles of French wine sold over five years and the December exclusive Château Montperat release, and they place the ceremony last month and the order among France's three major wine knighthoods.
In short
Lotte Department Store said on Oct 6 that Choi Jun-ho, a buyer on its wine and liquor team, received the Jurade de Saint-Émilion wine knighthood in France. The company said he was recognised for introducing about 700 French wines in South Korea and that Lotte has sold roughly 800,000 bottles of French wine over the past five years. Lotte added it will launch new red and white editions of Château Montperat, curated by Choi, as exclusive products at the end of December.
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Lotte Department Store said on Oct 6 that Choi Jun-ho, a buyer on its wine and liquor team, received the Jurade de Saint-Émilion knighthood in France. The company said it was the first time one of its liquor buyers had received the honour. [ 2 , 4 , 5 , 6 ]
The Jurade de Saint-Émilion, which the reports describe as a traditional wine order, was founded in 1199, abolished after the French Revolution and re-established in 1948. Hankook Ilbo said it originally managed wine production and quality, and that local wine producers revived it. Maeil Business and Hankook Ilbo described it as one of France's three major wine knighthoods, alongside Médoc's Commandeire and Burgundy's Chevaliers. Yonhap, Asia Economy and Hankook Ilbo said more than 3,000 people worldwide have received the title. [ 2 , 4 , 5 , 6 ]
According to Lotte, Choi was recognised for his work introducing French wines to Korean customers since 2021. Asia Economy, Maeil Business and Hankook Ilbo said he has introduced about 700 kinds of French wine and took part in opening the Elbino wine rooms at the Incheon branch in 2023 and the Nowon branch in 2025. The reports said Lotte Department Store sold about 800,000 bottles of French wine over the past five years. [ 4 , 5 , 6 ]
The reports said Choi also planned the 2024 blind-tasting competition “The V:lind”, described as the first of its kind at a major Korean retailer, and took part in an “Art Special Edition” project pairing fine wine with works by Korean contemporary artists since 2023. [ 4 , 5 ]
Lotte said it will launch new red and white editions of Château Montperat, which Choi curated in France, as exclusive products at the end of December. The company said Choi was the first of its liquor buyers to receive the order. [ 2 , 4 , 5 , 6 ]
Choi said it was an honour that his efforts to introduce French wines and let more customers experience good wine had been recognised, and said he would continue to find and curate wines from France and elsewhere. Yonhap, Asia Economy, Maeil Business and Hankook Ilbo all carried the comment. [ 2 , 4 , 5 , 6 ]
Coverage of the announcement differed in scope. Newsis carried a headline on the knighthood naming Choi, but its article text dealt with a National Assembly audit of the Supreme Court rather than this event. Korea Economic Daily's headline framed the award as one of France's three major wine orders and its recipient as a department store employee, while its article text listed unrelated stories about convenience-store wine, a Lotte Department Store voluntary retirement programme and a Chilean wine brand. [ 1 , 3 ]
Why it matters
The announcement links an individual buyer's recognition to Lotte Department Store's French wine sourcing and to a planned exclusive Château Montperat release at the end of December, supporting the retailer's wine marketing ahead of the year-end season. The documents describe a single retailer's announcement and give no wider effect on the Korean wine market beyond Lotte's own figures.
Key facts
- Lotte Department Store announced on Oct 6 that wine and liquor team buyer Choi Jun-ho received the Jurade de Saint-Émilion knighthood in France. [ 2 , 4 , 5 , 6 ]
- Lotte Department Store said it was the first time one of its liquor buyers had received the honour. [ 2 , 4 ]
- Choi has worked as a wine buyer since 2021 and has introduced about 700 kinds of French wine in South Korea, according to Lotte. [ 4 , 5 , 6 ]
- Lotte said its French wine sales over the past five years amount to about 800,000 bottles. [ 4 , 5 , 6 ]
- The Jurade de Saint-Émilion was founded in 1199, abolished after the French Revolution and re-established in 1948 by local wine producers, according to the reports. [ 2 , 4 , 5 , 6 ]
- Maeil Business and Hankook Ilbo described the order as one of France's three major wine knighthoods, alongside Médoc's Commandeire and Burgundy's Chevaliers. [ 5 , 6 ]
- Lotte Department Store said it will launch new red and white Château Montperat wines curated by Choi in France as exclusive products at the end of December. [ 2 , 4 , 5 , 6 ]
- Choi said he was honoured that his work introducing French wines to Korean customers had been recognised and said he would continue to find and curate wines. [ 2 , 4 , 5 , 6 ]
Confirmed by several sources
- Lotte Department Store announced that its wine and liquor team buyer Choi Jun-ho received the Jurade de Saint-Émilion knighthood. [ 2 , 4 , 5 , 6 ]
- The recipient is a buyer on Lotte Department Store's wine and liquor team, and the company said it is the first such honour for one of its liquor buyers. [ 2 , 4 ]
- The Jurade de Saint-Émilion is a traditional wine order founded in 1199, abolished after the French Revolution and re-established in 1948. [ 2 , 4 , 5 , 6 ]
- Choi has been a wine buyer since 2021 and has introduced about 700 kinds of French wine in Korea, with Lotte selling about 800,000 bottles of French wine in the past five years. [ 4 , 5 , 6 ]
- Lotte plans to release Château Montperat red and white wines curated by Choi as exclusive products at the end of December. [ 2 , 4 , 5 , 6 ]
- According to the reports, more than 3,000 people worldwide have received the knighthood. [ 2 , 4 , 6 ]
Still unclear
- The exact date and place of the knighthood ceremony. Asia Economy, Maeil Business and Hankook Ilbo say the award was conferred last month, Yonhap and Newsis give no time, and no document states a specific date.
- Details of the Newsis report beyond its headline. The Newsis article text concerns a National Assembly audit of the Supreme Court rather than this event, so only its headline addresses the award.
- Details of the Korea Economic Daily report beyond its headline. The Korea Economic Daily article text carries unrelated stories about convenience-store wine, a Lotte Department Store voluntary retirement programme and a Chilean wine brand; only its headline addresses the knighthood.
- How many other South Korean recipients have received the Jurade de Saint-Émilion knighthood. The documents give a worldwide figure of more than 3,000 recipients but no country breakdown, and only Lotte's claim that its buyer is the first from its liquor team.
What local media are saying
Timeline, local time
- Newsis and Yonhap report Lotte Department Store's announcement that buyer Choi Jun-ho received the Jurade de Saint-Émilion knighthood. [ 1 , 2 ]
- Korea Economic Daily publishes its report on the award. [ 3 ]
- Asia Economy reports the award, citing about 700 French wines introduced and roughly 800,000 bottles of French wine sold by Lotte over five years. [ 4 ]
- Maeil Business reports the award and describes the order as one of France's three major wine knighthoods. [ 5 ]
- Hankook Ilbo reports the award, describing it as an 820-year-old French wine knighthood. [ 6 ]