The most remarkable aspect of the “Value Store” is that it is constantly developed and upgraded. For example, there are several generations of value stores, and each store has its own theme. The theme of the first generation store was “value,” focusing on comfort and convenience. The theme of the second generation store was "Artience", which is a compound word formed from "Art" and "Science". The theme of the third generation store was emotion and culture. By creating valuable stores, Homeplus can occupy an exclusive position in the market and gain a positive reputation. This could be synergistic gains, as value stores will share their excellent reputation with other normal value stores.