The slogan of 'HEREN', JoongAng m&b's first membership magazine, is "Heren is love". While the existing membership magazines are rather with magalog format mixed with content and advertisement. 'Heren' shows 'luxury' with human touch in which true upper classes' cultures and trends containing 'nobless oblige' and 'love' for him or herself, family, and society blended. High-end fashion, beauty and living information, hot issues and people in art community, today's topic of conversation in affluent society, and global education tips are 'HEREN's competitors dare not mimic style.