diff --git a/docs/DATA_MODEL.md b/docs/DATA_MODEL.md
index 77cdb1c..b41b933 100644
--- a/docs/DATA_MODEL.md
+++ b/docs/DATA_MODEL.md
@@ -276,7 +276,7 @@ COPY 단계는 `jobs.progress`(JSONB)의 `steps`·`attempt`에 기록한다.
 |---|---|---|
 | 1 COLLECT | `collect_service.run_collect` | 채널 발견 → 검증 → 크롤링 → fact·사진 적재 |
 | 2 VISION | `vision_service.run_vision` | 사진 분류 + alt 생성 |
-| 3 COPY | `copy_service.run_copy` | 소개문·FAQ (확보된 fact 만 근거) |
+| 3 COPY | `copy_service.run_copy` | 소개문·FAQ · 숙박은 첫 화면 캐치프레이즈(fact `tagline`)와 순환 문구(fact `catchphrases`, 한 줄에 하나, `봄 \| ` · `9월 \| ` · `비 \| ` 머리) (확보된 fact 만 근거) |
 | 4 BUILD | `build_service.run_build` | ★ 정적 빌드 + 발행 게이트 |
 | 5 LOCAL_SYNC | `story_service.run_local_sync` | 지역 이야기 생성(지역당 1회) |
 | 6 AI_CHECK | 미구현 | reports 모듈이 붙을 때 |
diff --git a/docs/GENERATION_FLOW.md b/docs/GENERATION_FLOW.md
index 78fdb27..99fa5f4 100644
--- a/docs/GENERATION_FLOW.md
+++ b/docs/GENERATION_FLOW.md
@@ -8,7 +8,7 @@
                                               ↓
 새로고침 ──────────────────────→ GET /v1/job/{jobId}
                                               ↑
-COPY 워커: prepare → generate → save → faq_fill
+COPY 워커: prepare → generate → save → catchphrase(숙박만) → faq_fill
              각 단계 진입·완료 → jobs.progress(JSONB)
                                               ↓
 화면: 서버 단계 표시 → DONE일 때 데이터 갱신 → editor
diff --git a/docs/TEMPLATE_DESIGN.md b/docs/TEMPLATE_DESIGN.md
index b722e69..37fa678 100644
--- a/docs/TEMPLATE_DESIGN.md
+++ b/docs/TEMPLATE_DESIGN.md
@@ -49,6 +49,14 @@
 - 같은 목록의 카드는 같은 크기: 사진은 고정 비율 + `object-fit:cover`, 글은 줄 수 말줄임
 - 칸 수는 항목 수에 맞춘다(`repeat(auto-fit, minmax(…))`). 3개인데 4칸을 잡아 빈칸을 남기지 않는다
 
+### 사진 카드는 하나다 — `layouts/kit/Card.tsx` `PhotoCard`
+
+- 주변 안내 · 축제 · 명소 · 인물(사진 있을 때)은 모두 `PhotoCard` 를 쓴다. 템플릿마다 카드를 새로 짓지 않는다
+- 모양: 사진(3:2) 아래에 제목 1줄 · 거리나 날짜 1줄 · 설명 2줄. 템플릿별로 다른 것은 `--kc-*` 변수만
+  (`--kc-r` 사진 모서리, `--kc-tf`·`--kc-tw` 제목 글꼴·굵기, `--kc-mc` 거리 색, 상자형은 `--kc-bg`·`--kc-box-r`)
+- 사진 없는 목록(맛집 · 홈 가까운 곳 목록)은 행(row)으로 쓴다. 한 섹션 안에서 카드와 행을 섞지 않는다
+- 모바일 캐러셀 화살표는 숨긴다(카드 위를 가린다). 1024px 이상에서만 사진 가운데 높이에 둔다
+
 ## 4. 섹션 머리
 
 - **제목은 위, 내용은 아래.** 참고한 펜션 사이트들이 모두 이 방식이다
@@ -77,6 +85,13 @@
 
 ## 6. 값 보여주기
 
+- **첫 화면은 캐치프레이즈 한 줄(고정) → 그 아래 순환 문구.** `/s/stay` 목업과 같다(`sections/HeroCatchphrase.tsx`)
+  - 캐치프레이즈 = `narrative.tagline`. 없으면 공통 문구 10개 중 사이트마다 정해진 하나
+  - 순환 = `narrative.catchphrases`, 일반 → 계절 → 일반 → 월 → 일반 → 날씨 순서, 6초. 없으면 줄을 두지 않는다
+  - 두 값은 COPY 잡이 소개문과 함께 만든다(fact `tagline` · `catchphrases`, `services/copy_steps.py`)
+- 첫 화면에 태그·칩(‘주차 가능’, 지역 말풍선)을 두지 않는다
+- 부티크 첫 화면은 모바일도 문(아치) 모양이다. 전체화면 사진으로 되돌리지 않는다
+
 - **‘가능 · 있음’은 ✓, ‘불가 · 없음’은 ✕ 목록으로 쓴다.** `주차 / 가능` 같은 표로 쓰지 않는다
   - 마크업: `<ul class="amen"><li class="on"><i class="ic">✓</i><span><b>주차</b> 가능</span></li>`
   - 색: ✓ `#15803d`, ✕ `#c2410c`. 가능한 것을 먼저 놓는다
@@ -91,6 +106,7 @@
 - 같은 동작은 한 이름: 예약 시트를 여는 버튼은 모두 **‘예약하기’**, 이용안내 탭으로 가는 버튼은 **‘이용안내 보기’**
 - 버튼 글자가 두 줄로 접히면 안 된다. 모바일에서 버튼이 3개 이상이면 2열 격자로, 남는 하나는 한 줄 전체
 - 키보드 포커스와 글자 선택색은 템플릿 색으로(`kit/kit.css`)
+- 상세·예약 창(`paper/Sheet.tsx`)은 모든 폭에서 **화면 가운데** 뜬다. 폭 560px 이하, 모서리는 템플릿의 `--k-r`
 
 ## 8. 하지 않는 것
 
diff --git a/solution/backend/common/category_schema/resources/lodging.json b/solution/backend/common/category_schema/resources/lodging.json
index 30a5895..7bc0087 100644
--- a/solution/backend/common/category_schema/resources/lodging.json
+++ b/solution/backend/common/category_schema/resources/lodging.json
@@ -24,6 +24,8 @@
     { "key": "accommodation_capacity", "label": "수용 인원",   "type": "number", "scope": "place", "required": false, "critical": false, "allow_llm": false, "unit": "명" },
     { "key": "building_scale",     "label": "규모",            "type": "text",   "scope": "place", "required": false, "critical": false, "allow_llm": false },
     { "key": "intro",              "label": "숙소 소개",       "type": "text",   "scope": "place", "required": false, "critical": false, "allow_llm": true },
+    { "key": "tagline",            "label": "캐치프레이즈",    "type": "text",   "scope": "place", "required": false, "critical": false, "allow_llm": true },
+    { "key": "catchphrases",       "label": "첫 화면 순환 문구", "type": "text", "scope": "place", "required": false, "critical": false, "allow_llm": true },
 
     { "key": "room_type",          "label": "객실 타입",       "type": "text",   "scope": "unit",  "required": true,  "critical": false, "allow_llm": false },
     { "key": "standard_capacity",  "label": "기준 인원",       "type": "number", "scope": "unit",  "required": true,  "critical": true,  "allow_llm": false, "unit": "명" },
diff --git a/solution/backend/services/catchphrase_text.py b/solution/backend/services/catchphrase_text.py
new file mode 100644
index 0000000..d0533f2
--- /dev/null
+++ b/solution/backend/services/catchphrase_text.py
@@ -0,0 +1,43 @@
+"""순환 문구를 fact 한 칸에 담는 글 형식 — 사장님이 빌더에서 줄 단위로 고칠 수 있게 JSON 이 아니라 글로 둔다.
+
+한 줄에 한 문구. 앞에 `봄 | ` · `9월 | ` · `비 | ` 를 붙이면 계절·월·날씨 문구, 없으면 일반 문구다.
+"""
+import re
+
+SEASONS = ("봄", "여름", "가을", "겨울")
+WEATHERS = ("맑음", "흐림", "비", "눈")
+_MONTH = re.compile(r"^(1[0-2]|[1-9])월$")
+
+
+def encode(items: list[dict]) -> str:
+    lines = []
+    for item in items:
+        text = str(item.get("text") or "").strip()
+        if not text:
+            continue
+        kind = item.get("kind") or "general"
+        tag = {"season": item.get("season"), "month": f"{item.get('month')}월", "weather": item.get("weather")}.get(kind)
+        lines.append(f"{tag} | {text}" if tag else text)
+    return "\n".join(lines)
+
+
+def decode(value: str) -> list[dict]:
+    items: list[dict] = []
+    for raw in (value or "").splitlines():
+        line = raw.strip()
+        if not line:
+            continue
+        tag, sep, rest = line.partition("|")
+        tag, rest = tag.strip(), rest.strip()
+        if sep and rest:
+            if tag in SEASONS:
+                items.append({"text": rest, "kind": "season", "season": tag})
+                continue
+            if tag in WEATHERS:
+                items.append({"text": rest, "kind": "weather", "weather": tag})
+                continue
+            if m := _MONTH.match(tag):
+                items.append({"text": rest, "kind": "month", "month": int(m.group(1))})
+                continue
+        items.append({"text": line, "kind": "general"})
+    return items
diff --git a/solution/backend/services/copy_service.py b/solution/backend/services/copy_service.py
index d4affca..d5d984b 100644
--- a/solution/backend/services/copy_service.py
+++ b/solution/backend/services/copy_service.py
@@ -1,11 +1,15 @@
 """COPY 흐름."""
+from common.enums import PlaceCategory
 from common.logger import LOG
-from services.copy_steps import CopyAborted, prepare_copy, generate_copy, save_copy, fill_faqs
+from services.copy_steps import (
+    CopyAborted, fill_faqs, generate_catchphrases, generate_copy, prepare_copy, save_catchphrases, save_copy,
+)
 from services.external import gemini_text
 from services.llm import provider
+from services.llm.errors import LlmError
 from services.job_progress import JobProgress
 
-COPY_STEPS = ("prepare", "generate", "save", "faq_fill")
+COPY_STEPS = ("prepare", "generate", "save", "catchphrase", "faq_fill")
 
 
 async def run_copy(job: dict) -> dict:
@@ -34,6 +38,18 @@ async def run_copy(job: dict) -> dict:
     async with progress.step("save"):
         result = await save_copy(inputs, copy)
 
+    if inputs.place.category != PlaceCategory.LODGING.value:
+        await progress.skip("catchphrase", "not_lodging")
+    elif copy is None:
+        await progress.skip("catchphrase", "no_facts" if inputs.ungrounded else "not_configured")
+    else:
+        try:
+            async with progress.step("catchphrase"):
+                result["catchphrase"] = await save_catchphrases(inputs, await generate_catchphrases(inputs))
+        except LlmError as ex:
+            LOG.w(f"[copy] 첫 화면 문구 생성 실패, 공통 문구로 계속: {ex}")
+            await progress.skip("catchphrase", "generation_failed")
+
     if inputs.catalog is not None:
         async with progress.step("faq_fill"):
             result["faq_fill"] = await fill_faqs(
diff --git a/solution/backend/services/copy_steps.py b/solution/backend/services/copy_steps.py
index 48121b1..f1ce516 100644
--- a/solution/backend/services/copy_steps.py
+++ b/solution/backend/services/copy_steps.py
@@ -21,7 +21,7 @@ from crud.fact_crud import FactCRUD
 from crud.faq_crud import FaqCRUD
 from crud.place_crud import PlaceCRUD
 from router.v1.fact.protocol import Req_UpsertFact
-from services import faq_fill, place_research
+from services import catchphrase_text, faq_fill, place_research
 from services.external import gemini_text
 from services.llm import provider
 from services.fact_service import FactService
@@ -248,6 +248,47 @@ async def save_copy(inputs: CopyInputs, copy: gemini_text.GeneratedCopy | None)
     return stat
 
 
+async def generate_catchphrases(inputs: CopyInputs) -> gemini_text.GeneratedCatchphrases:
+    active_provider = provider.active()
+    model = (
+        external_api_config.openai_text_model if active_provider.__name__.endswith("openai")
+        else external_api_config.gemini_text_model
+    )
+    try:
+        return await gemini_text.generate_catchphrases(
+            inputs.place.name, inputs.grounded, records=inputs.records or None, model=model,
+        )
+    except gemini_text.GeminiNotConfigured as ex:
+        raise CopyAborted(str(ex)) from ex
+
+
+async def save_catchphrases(inputs: CopyInputs, generated: gemini_text.GeneratedCatchphrases) -> dict:
+    place_id = str(inputs.place.place_id)
+    stat = {"tagline": False, "catchphrases": 0, "rejected": [list(r) for r in generated.rejected][:20]}
+    actor = UserInfo(user_id=str(inputs.place.owner_user_id), id="generator", role=1)
+    service = FactService(_fact_crud, _place_crud)
+    values = (("tagline", generated.tagline), ("catchphrases", catchphrase_text.encode(generated.items)))
+    for key, value in values:
+        spec = inputs.schema.get(key)
+        if not (value or "").strip() or not (spec and spec.allow_llm):
+            continue
+        res = await service.upsert_fact(
+            actor, place_id,
+            Req_UpsertFact(
+                key=key, value=value.strip(),
+                source_type=SourceType.LLM, source_url=f"llm:{generated.source or external_api_config.gemini_text_model}",
+            ),
+        )
+        if not res.result.success:
+            stat["rejected"].append([key, res.result.desc])
+        elif key == "tagline":
+            stat["tagline"] = True
+        else:
+            stat["catchphrases"] = len(generated.items)
+    LOG.i(f"[copy] place={place_id} 캐치프레이즈 {'O' if stat['tagline'] else 'X'} · 순환 {stat['catchphrases']}개")
+    return stat
+
+
 async def fill_faqs(pid: uuid.UUID, catalog: FaqCatalog, known_fact_keys: set[str], phone: str | None) -> int:
     """노출 중인 FAQ 가 목표 수에 모자란 만큼 문의 안내 문항을 넣는다."""
     l_err, rows = await DB_SESSION_MNG.execute_lambda(
diff --git a/solution/backend/services/external/gemini_text.py b/solution/backend/services/external/gemini_text.py
index 2860271..e58fd80 100644
--- a/solution/backend/services/external/gemini_text.py
+++ b/solution/backend/services/external/gemini_text.py
@@ -13,6 +13,7 @@ from services.llm import provider
 from services.llm.errors import LlmError
 from services.llm.errors import LlmInvalidOutput as GeminiInvalidOutput
 from services.llm.errors import LlmNotConfigured as GeminiNotConfigured
+from services.prompts import catchphrase as catchphrase_prompt
 from services.prompts.copy import RESPONSE_SCHEMA, build_prompt
 
 
@@ -159,6 +160,90 @@ async def generate_copy(
     return result
 
 
+# ── 첫 화면 문구(generate_catchphrases) ─────────────────────────────────
+@dataclass
+class GeneratedCatchphrases:
+    tagline: Optional[str] = None
+    items: list[dict] = field(default_factory=list)
+    rejected: list[tuple[str, str]] = field(default_factory=list)
+    source: str = ""
+
+
+async def generate_catchphrases(
+    place_name: str,
+    facts: list[FactInput],
+    *,
+    records: Optional[list[str]] = None,
+    model: Optional[str] = None,
+    max_retries: int = 2,
+    client: Optional[httpx.AsyncClient] = None,
+) -> GeneratedCatchphrases:
+    """고정 캐치프레이즈 하나와 순환 문구 모음 — 문구마다 소개문과 같은 근거 검사를 거친다."""
+    llm = provider.active()
+    if not llm.is_configured():
+        raise GeminiNotConfigured(f"{llm.__name__.rsplit('.', 1)[-1].upper()}_API_KEY 가 설정되지 않았다")
+    model = model or llm.DEFAULT_MODEL
+    grounding = list(facts) + [FactInput(key="place_name", label="상호명", value=place_name)]
+    prompt = catchphrase_prompt.build_prompt(place_name, facts, records)
+
+    owns_client = client is None
+    client = client or httpx.AsyncClient(timeout=httpx.Timeout(120.0, connect=10.0))
+    try:
+        llm_result = await llm.generate(
+            client, model, prompt=prompt, response_schema=catchphrase_prompt.RESPONSE_SCHEMA,
+            temperature=0.7, max_retries=max_retries,
+        )
+    finally:
+        if owns_client:
+            await client.aclose()
+
+    parsed = llm_result.json or {}
+    result = GeneratedCatchphrases(source=f"{llm.__name__.rsplit('.', 1)[-1]}:{model}")
+    seen: set[str] = set()
+
+    def accept(text: object) -> Optional[str]:
+        line = str(text or "").strip()
+        if not line or line in seen:
+            return None
+        if not (catchphrase_prompt.MIN_LEN <= len(line) <= catchphrase_prompt.MAX_LEN):
+            result.rejected.append((line, f"길이 {len(line)}자"))
+            return None
+        if place_name and place_name in line:
+            result.rejected.append((line, "상호명 포함"))
+            return None
+        ok, reasons = ground_check(line, grounding)
+        if not ok:
+            result.rejected.append((line, " / ".join(reasons)))
+            return None
+        seen.add(line)
+        return line
+
+    result.tagline = accept(parsed.get("tagline"))
+    for text in (parsed.get("general") or [])[: catchphrase_prompt.COUNT_GENERAL]:
+        if line := accept(text):
+            result.items.append({"text": line, "kind": "general"})
+    for row in parsed.get("season") or []:
+        season = (row or {}).get("season")
+        if season in catchphrase_prompt.SEASONS and (line := accept(row.get("text"))):
+            result.items.append({"text": line, "kind": "season", "season": season})
+    for row in parsed.get("month") or []:
+        month = (row or {}).get("month")
+        if isinstance(month, int) and 1 <= month <= 12 and (line := accept(row.get("text"))):
+            result.items.append({"text": line, "kind": "month", "month": month})
+    for row in parsed.get("weather") or []:
+        weather = (row or {}).get("weather")
+        if weather in catchphrase_prompt.WEATHERS and (line := accept(row.get("text"))):
+            result.items.append({"text": line, "kind": "weather", "weather": weather})
+
+    usage = llm_result.usage
+    LOG.i(
+        f"[llm-text] '{place_name}' 첫 화면 문구 — 캐치프레이즈 {'O' if result.tagline else 'X'} · "
+        f"순환 {len(result.items)}개 · 반려 {len(result.rejected)}건 · model={model} · "
+        f"tokens in={usage.input_tokens} out={usage.output_tokens} · 약 ${llm.price(model, usage)}"
+    )
+    return result
+
+
 # ── 요약(summarize_text) ──────────────────────────────────────────────────
 _SUMMARY_CACHE: dict[str, str] = {}
 _SUMMARY_CACHE_MAX = 500
diff --git a/solution/backend/services/prompts/catchphrase.py b/solution/backend/services/prompts/catchphrase.py
new file mode 100644
index 0000000..ec89c1e
--- /dev/null
+++ b/solution/backend/services/prompts/catchphrase.py
@@ -0,0 +1,84 @@
+"""숙소 첫 화면 문구 — 고정 캐치프레이즈 하나와 그 아래 줄에서 도는 문구 모음."""
+
+from typing import Optional, Sequence
+
+from services.prompts.copy import FactLike, _fact_lines
+
+SEASONS = ("봄", "여름", "가을", "겨울")
+WEATHERS = ("맑음", "흐림", "비", "눈")
+COUNT_GENERAL = 20
+COUNT_PER_SEASON = 3
+COUNT_PER_WEATHER = 2
+MIN_LEN = 8
+MAX_LEN = 30
+
+RESPONSE_SCHEMA = {
+    "type": "object",
+    "properties": {
+        "tagline": {"type": "string"},
+        "general": {"type": "array", "items": {"type": "string"}},
+        "season": {
+            "type": "array",
+            "items": {
+                "type": "object",
+                "properties": {"season": {"type": "string", "enum": list(SEASONS)}, "text": {"type": "string"}},
+                "required": ["season", "text"],
+            },
+        },
+        "month": {
+            "type": "array",
+            "items": {
+                "type": "object",
+                "properties": {"month": {"type": "integer"}, "text": {"type": "string"}},
+                "required": ["month", "text"],
+            },
+        },
+        "weather": {
+            "type": "array",
+            "items": {
+                "type": "object",
+                "properties": {"weather": {"type": "string", "enum": list(WEATHERS)}, "text": {"type": "string"}},
+                "required": ["weather", "text"],
+            },
+        },
+    },
+    "required": ["tagline", "general", "season", "month", "weather"],
+}
+
+
+def build_prompt(
+    place_name: str,
+    facts: Sequence[FactLike],
+    records: Optional[Sequence[str]] = None,
+) -> str:
+    sections = [
+        f"숙소 '{place_name}' 홈페이지 첫 화면 문구를 쓴다.",
+        "첫 화면은 숙소 이름 아래 **고정 캐치프레이즈 한 줄**, 그 아래 줄에서 짧은 문구가 몇 초마다 바뀐다.",
+        "",
+        "확인된 사실:",
+        _fact_lines(facts) if facts else "- 없음",
+    ]
+    if records:
+        sections.extend(["", "출처가 있는 기록:", *(f"- {line}" for line in records)])
+    sections.extend([
+        "",
+        "출력:",
+        f"- tagline: 이 숙소만의 캐치프레이즈 1개, {MIN_LEN}~{MAX_LEN}자. 이 집을 한 줄로 알아보게 하는 문장",
+        f"- general: 계절·날씨와 상관없는 문구 {COUNT_GENERAL}개",
+        f"- season: 봄·여름·가을·겨울 각 {COUNT_PER_SEASON}개",
+        "- month: 1월~12월 각 1개",
+        f"- weather: 맑음·흐림·비·눈 각 {COUNT_PER_WEATHER}개. 그 날씨에 이 집에서 보이고 들리는 것",
+        f"- 모든 문구는 공백 포함 {MIN_LEN}~{MAX_LEN}자, 한 문장",
+        "",
+        "좋은 예(다른 숙소): '백 년 된 집에서 하룻밤' · '담 너머는 히로쓰 가옥입니다' ·"
+        " '마당 평상에 앉으면 항구 소리가 들립니다' · '이불에서 볕 냄새가 납니다'",
+        "",
+        "규칙:",
+        "- 위 사실과 기록에 있는 것만 쓴다. 없는 시설·경관·숫자·거리·역사를 지어내지 않는다.",
+        "- 사실이 적으면 머무는 시간·쉼처럼 확인이 필요 없는 말로 쓴다.",
+        "- 담백하게 쓴다. '최고', '완벽한', '특별한', '힐링' 같은 홍보 수식어와 느낌표를 쓰지 않는다.",
+        "- 문구끼리 표현이 겹치지 않게 한다. 상호명은 tagline 에도 넣지 않는다.",
+        "- false·불가·없음 값을 있는 것처럼 쓰지 않는다.",
+        "- 존댓말 평서문 또는 명사형으로 끝낸다.",
+    ])
+    return "\n".join(sections)
diff --git a/solution/backend/services/site_payload.py b/solution/backend/services/site_payload.py
index 8228b5d..8503774 100644
--- a/solution/backend/services/site_payload.py
+++ b/solution/backend/services/site_payload.py
@@ -18,6 +18,7 @@ from common.enums import (
 )
 from common.logger import LOG
 from common.template_catalog import TEMPLATES, industry_of, resolve_template_id
+from services import catchphrase_text
 from services.intro_summary import summarize_intro
 from services.stay_guide import nol_stay_guide
 from services.weather_notes import weather_notes
@@ -33,6 +34,9 @@ DEFAULT_PAYLOAD_DIR = "/app/solution/site/payloads"
 SITE_HOST_ENV = "SITE_PUBLIC_HOST"
 DEFAULT_HOST = os.environ.get(SITE_HOST_ENV, "").strip() or "localhost"
 
+_HERO_COPY_KEYS = {"tagline", "catchphrases"}
+
+
 def _scheme(host: str) -> str:
     """localhost 는 http 다."""
     return "http" if re.match(r"^(localhost|127\.0\.0\.1)(:\d+)?$", host) else "https"
@@ -596,6 +600,14 @@ def to_site_payload(place, snapshot: dict, site, version, links, publish: bool =
         # 요약은 **첫 문장**이다.
         "summary": _first_sentence(paragraphs[0]) if paragraphs else None,
     }
+    tagline = _text(next((f["value"] for f in place_facts if f["key"] == "tagline" and f["value"]), ""))
+    if tagline:
+        narrative["tagline"] = tagline.strip()
+    rotating = catchphrase_text.decode(
+        _text(next((f["value"] for f in place_facts if f["key"] == "catchphrases" and f["value"]), ""))
+    )
+    if rotating:
+        narrative["catchphrases"] = {"version": 1, "items": rotating}
 
     theme = _theme(site, category)
 
@@ -651,7 +663,7 @@ def to_site_payload(place, snapshot: dict, site, version, links, publish: bool =
             ),
             "kakaoPlaceId": kakao_place_id or None,
         },
-        "facts": place_facts,
+        "facts": [f for f in place_facts if f["key"] not in _HERO_COPY_KEYS],
         "units": units,
         "media": media,
         "faqs": faqs,
diff --git a/solution/backend/tests/test_catchphrase_text.py b/solution/backend/tests/test_catchphrase_text.py
new file mode 100644
index 0000000..8eb21a2
--- /dev/null
+++ b/solution/backend/tests/test_catchphrase_text.py
@@ -0,0 +1,26 @@
+"""순환 문구 글 형식 — 사장님이 줄 단위로 고친 글이 그대로 계절·월·날씨 문구로 읽혀야 한다."""
+from services import catchphrase_text
+
+
+def test_round_trips_every_kind():
+    items = [
+        {"text": "백 년 된 집에서 하룻밤", "kind": "general"},
+        {"text": "봄에는 대문을 열어 둡니다", "kind": "season", "season": "봄"},
+        {"text": "새해 첫 아침을 이 집에서", "kind": "month", "month": 1},
+        {"text": "기와에 빗소리가 납니다", "kind": "weather", "weather": "비"},
+    ]
+    text = catchphrase_text.encode(items)
+    assert text.splitlines() == [
+        "백 년 된 집에서 하룻밤",
+        "봄 | 봄에는 대문을 열어 둡니다",
+        "1월 | 새해 첫 아침을 이 집에서",
+        "비 | 기와에 빗소리가 납니다",
+    ]
+    assert catchphrase_text.decode(text) == items
+
+
+def test_unknown_tag_stays_a_general_line():
+    assert catchphrase_text.decode("장마 | 비가 옵니다\n\n  13월 | 없는 달  ") == [
+        {"text": "장마 | 비가 옵니다", "kind": "general"},
+        {"text": "13월 | 없는 달", "kind": "general"},
+    ]
diff --git a/solution/backend/tests/test_copy_api.py b/solution/backend/tests/test_copy_api.py
index 749fbea..cb87fdb 100644
--- a/solution/backend/tests/test_copy_api.py
+++ b/solution/backend/tests/test_copy_api.py
@@ -30,6 +30,15 @@ def _patch(monkeypatch, copy):
 
     monkeypatch.setattr(gemini_text, "generate_copy", _gen)
 
+    async def _phrases(place_name, facts, **kw):
+        return gemini_text.GeneratedCatchphrases(
+            tagline="체크인 오후 세 시, 조용한 집",
+            items=[{"text": "짐을 풀면 골목부터 걸어 보세요", "kind": "general"},
+                   {"text": "봄에는 창을 열어 둡니다", "kind": "season", "season": "봄"}],
+        )
+
+    monkeypatch.setattr(gemini_text, "generate_catchphrases", _phrases)
+
 
 async def _place_with_facts(client, h, n_verified=5):
     pid = (await client.post("/v1/place", headers=h, json={"name": "카피펜션", "category": 1})).json()["place"]["place_id"]
@@ -96,7 +105,7 @@ async def test_resume_reuses_completed_job(auth_headers, client, db_engine, monk
     job = (await client.get(f"/v1/job/{first['job_id']}", headers=h)).json()["job"]
     assert job["place_id"] == pid
     assert [(s["id"], s["status"]) for s in job["progress"]["steps"]] == [
-        ("prepare", "done"), ("generate", "done"), ("save", "done"), ("faq_fill", "done"),
+        ("prepare", "done"), ("generate", "done"), ("save", "done"), ("catchphrase", "done"), ("faq_fill", "done"),
     ]
     fresh = (await client.post(path, headers=h, json={})).json()
     assert fresh["job_id"] != first["job_id"]
@@ -111,7 +120,7 @@ async def test_copy_progress_is_visible_during_generation(auth_headers, client,
     async def generate(*args, **kwargs):
         row = await JobQueue().get(started["job_id"])
         assert row["status"] == JobStatus.RUNNING.value
-        assert [step["status"] for step in row["progress"]["steps"]] == ["done", "running", "pending", "pending"]
+        assert [step["status"] for step in row["progress"]["steps"]] == ["done", "running", "pending", "pending", "pending"]
         return _copy()
 
     monkeypatch.setattr(gemini_text, "generate_copy", generate)
@@ -303,3 +312,21 @@ async def test_copy_requires_api_key(auth_headers, client, monkeypatch):
     pid = await _place_with_facts(client, h)
     r = await client.post(f"/v1/place/{pid}/copy", headers=h, json={})
     assert r.json()["result"]["code"] == ErrorType.GENERATOR_NOT_CONFIGURED.value
+
+
+async def test_copy_writes_one_catchphrase_and_the_rotating_lines(auth_headers, client, db_engine, monkeypatch):
+    _patch(monkeypatch, _copy())
+    h = await auth_headers("catchphrase-owner")
+    pid = await _place_with_facts(client, h)
+    job_id = (await client.post(f"/v1/place/{pid}/copy", headers=h, json={})).json()["job_id"]
+    await Worker("w", JobQueue(), build_handler(), job_deadline_sec=30).drain()
+    job = (await client.get(f"/v1/job/{job_id}", headers=h)).json()["job"]
+    assert job["result"]["catchphrase"]["tagline"] is True
+    assert job["result"]["catchphrase"]["catchphrases"] == 2
+    async with db_engine.begin() as c:
+        rows = dict((await c.execute(
+            text("SELECT key, value FROM place_facts WHERE place_id = :p AND key IN ('tagline', 'catchphrases')"),
+            {"p": uuid.UUID(pid)},
+        )).all())
+    assert rows["tagline"] == "체크인 오후 세 시, 조용한 집"
+    assert rows["catchphrases"] == "짐을 풀면 골목부터 걸어 보세요\n봄 | 봄에는 창을 열어 둡니다"
diff --git a/solution/backend/tests/test_gemini_text.py b/solution/backend/tests/test_gemini_text.py
index 39cad0a..7775efc 100644
--- a/solution/backend/tests/test_gemini_text.py
+++ b/solution/backend/tests/test_gemini_text.py
@@ -377,3 +377,34 @@ async def test_summarize_empty_text_returns_none():
     """검증: 빈 문자열."""
     result = await gt.summarize_text("   ")
     assert result is None
+
+
+# ── 첫 화면 문구 ───────────────────────────────────────────────────────────
+def _phrase_payload(body):
+    return {
+        "candidates": [{"content": {"parts": [{"text": json.dumps(body, ensure_ascii=False)}]}, "finishReason": "STOP"}],
+        "usageMetadata": {"promptTokenCount": 800, "candidatesTokenCount": 400},
+    }
+
+
+async def test_catchphrases_keep_only_grounded_lines_of_the_right_shape():
+    body = {
+        "tagline": "주차하고 바로 쉬는 집",
+        "general": ["짐을 풀면 골목부터 걸어 보세요", "오션뷰 수영장이 있습니다", "짧다", "하조대펜션에서 쉬세요"],
+        "season": [{"season": "봄", "text": "봄에는 창을 열어 둡니다"}, {"season": "장마", "text": "비가 오래 오는 계절입니다"}],
+        "month": [{"month": 1, "text": "새해 첫 아침을 조용히"}, {"month": 13, "text": "없는 달의 문구입니다"}],
+        "weather": [{"weather": "비", "text": "빗소리를 들으며 쉬세요"}],
+    }
+    async with _client(_ok(_phrase_payload(body))) as c:
+        res = await gt.generate_catchphrases("하조대펜션", FACTS, client=c)
+    assert res.tagline == "주차하고 바로 쉬는 집"
+    assert res.items == [
+        {"text": "짐을 풀면 골목부터 걸어 보세요", "kind": "general"},
+        {"text": "봄에는 창을 열어 둡니다", "kind": "season", "season": "봄"},
+        {"text": "새해 첫 아침을 조용히", "kind": "month", "month": 1},
+        {"text": "빗소리를 들으며 쉬세요", "kind": "weather", "weather": "비"},
+    ]
+    reasons = dict(res.rejected)
+    assert "오션뷰 수영장이 있습니다" in reasons
+    assert reasons["짧다"].startswith("길이")
+    assert reasons["하조대펜션에서 쉬세요"] == "상호명 포함"
diff --git a/solution/frontend/src/features/onboarding/generationLabels.ts b/solution/frontend/src/features/onboarding/generationLabels.ts
index 166937b..8cc09da 100644
--- a/solution/frontend/src/features/onboarding/generationLabels.ts
+++ b/solution/frontend/src/features/onboarding/generationLabels.ts
@@ -3,6 +3,7 @@ export const GENERATION_LABELS: Record<string, string> = {
   prepare: '수집된 사진 분류 및 대체 텍스트 생성',
   generate: '브랜드 컬러 시스템 및 타이포그래피 조합',
   save: '확인된 사실만으로 소개 콘텐츠 구성',
+  catchphrase: '첫 화면 캐치프레이즈와 순환 문구 작성',
   faq_fill: '위치 기반 길찾기 연동 및 구조화 데이터(JSON-LD) 준비',
 };
 
@@ -10,5 +11,6 @@ export const SKIP_REASONS: Record<string, string> = {
   no_facts: '확인된 정보 없음',
   not_configured: '생성 서비스 미설정',
   no_catalog: '공통 질문 대상 업종 아님',
+  not_lodging: '숙박 업종만 해당',
   generation_failed: '생성 서비스 응답 실패 — 확인된 정보만으로 계속합니다',
 };
diff --git a/solution/shared/src/types/site-payload.ts b/solution/shared/src/types/site-payload.ts
index eebf9c8..144df9d 100644
--- a/solution/shared/src/types/site-payload.ts
+++ b/solution/shared/src/types/site-payload.ts
@@ -322,10 +322,19 @@ export interface RouteEntry {
 }
 
 export interface Narrative {
-  /** 히어로 둘째 줄에서 순환할 문구. */
+  /** 히어로 둘째 줄에서 순환할 문구. 첫째 줄(캐치프레이즈)은 `tagline` 하나로 고정이다. */
   catchphrases?: {
     version: 1;
-    items: {text: string; kind?: 'general' | 'season' | 'month' | 'weather'}[];
+    items: {
+      text: string;
+      kind?: 'general' | 'season' | 'month' | 'weather';
+      /** kind=season 일 때 봄·여름·가을·겨울. */
+      season?: string;
+      /** kind=month 일 때 1~12. */
+      month?: number;
+      /** kind=weather 일 때 맑음·흐림·비·눈. */
+      weather?: string;
+    }[];
   };
 
   heroHeadline?: string;
diff --git a/solution/site/src/app.test.tsx b/solution/site/src/app.test.tsx
index cc5611e..55ffbd9 100644
--- a/solution/site/src/app.test.tsx
+++ b/solution/site/src/app.test.tsx
@@ -46,7 +46,7 @@ it('고택은 섹션 순서와 상관없이 날씨를 첫 화면 바로 아래
   payload.theme.sections = [...payload.theme.sections.filter((s) => s.id !== 'weather'), ...(weather ? [weather] : [])];
   const html = renderToStaticMarkup(<App payload={payload} />);
   const hero = html.indexOf('class="hero"');
-  const brief = html.indexOf('class="wbrief"');
+  const brief = html.indexOf('data-editor-id="weather"');
   expect(hero).toBeGreaterThan(-1);
   expect(brief).toBeGreaterThan(hero);
   expect(html.slice(hero, brief)).not.toContain('class="sec');
diff --git a/solution/site/src/layouts/bigtype/Around.tsx b/solution/site/src/layouts/bigtype/Around.tsx
index 7d80daf..8058d69 100644
--- a/solution/site/src/layouts/bigtype/Around.tsx
+++ b/solution/site/src/layouts/bigtype/Around.tsx
@@ -2,6 +2,7 @@ import {useState} from 'react';
 import type {LocalPlace} from '@o2o/shared';
 import {useSite} from '@site/lib/site-context';
 import {naverMapSearchUrl} from '@site/lib/format';
+import {PhotoCard} from '../kit/Card';
 import {Sheet} from '../paper/Sheet';
 import {Idx} from './SectionHead';
 import {Tabs} from './Tabs';
@@ -66,6 +67,17 @@ export function Around() {
     </li>
   );
 
+  const spot = (place: LocalPlace) => (
+    <PhotoCard
+      key={place.name}
+      image={place.imageUrl}
+      title={place.name}
+      meta={place.distanceText}
+      desc={place.description}
+      onClick={() => setOpen(place)}
+    />
+  );
+
   return (
     <>
       {rail.length > 0 && (
@@ -86,16 +98,14 @@ export function Around() {
           <section id="walk" aria-labelledby="walk-heading">
             <Idx id="walk-heading" title="주변 명소" aside={`${spots.length} Spots`} />
             <Tabs items={rangeTabs(spots)} value={spotRange} onChange={setSpotRange} />
-            <ul className="guide">{shownSpots.slice(0, firstSpots).map((place, i) => item(place, i))}</ul>
+            <div className="kgrid">{shownSpots.slice(0, firstSpots).map(spot)}</div>
             {shownSpots.length > firstSpots && (
               <details>
                 <summary className="line">
                   <span>{shownSpots.length - firstSpots}곳 더 보기</span>
                   <span>+</span>
                 </summary>
-                <ul className="guide">
-                  {shownSpots.slice(firstSpots).map((place, i) => item(place, i + firstSpots))}
-                </ul>
+                <div className="kgrid">{shownSpots.slice(firstSpots).map(spot)}</div>
               </details>
             )}
           </section>
diff --git a/solution/site/src/layouts/bigtype/Festival.tsx b/solution/site/src/layouts/bigtype/Festival.tsx
index 30c33ef..365d1c3 100644
--- a/solution/site/src/layouts/bigtype/Festival.tsx
+++ b/solution/site/src/layouts/bigtype/Festival.tsx
@@ -2,6 +2,7 @@ import {useState} from 'react';
 import type {FestivalEntry} from '@o2o/shared';
 import {useSite} from '@site/lib/site-context';
 import {naverSearchUrl} from '@site/lib/format';
+import {PhotoCard} from '../kit/Card';
 import {Car} from '../paper/Car';
 import {Sheet} from '../paper/Sheet';
 import {Idx} from './SectionHead';
@@ -34,17 +35,12 @@ export function Festival() {
           arrows
           label="계절별 축제"
           slides={shown.map((f) => (
-            <button type="button" className="fc" onClick={() => setOpen(f)}>
-              {f.imageUrl ? (
-                <span className="ph">
-                  <img src={f.imageUrl} alt={f.name} loading="lazy" />
-                </span>
-              ) : (
-                <span className="noimg">{f.name}</span>
-              )}
-              <span className="t">{f.name}</span>
-              <span className="d">{[f.month, f.location].filter(Boolean).join(' · ')}</span>
-            </button>
+            <PhotoCard
+              image={f.imageUrl}
+              title={f.name}
+              meta={[f.month, f.location].filter(Boolean).join(' · ')}
+              onClick={() => setOpen(f)}
+            />
           ))}
         />
       </div>
diff --git a/solution/site/src/layouts/bigtype/Hero.tsx b/solution/site/src/layouts/bigtype/Hero.tsx
index fda639b..45b64b1 100644
--- a/solution/site/src/layouts/bigtype/Hero.tsx
+++ b/solution/site/src/layouts/bigtype/Hero.tsx
@@ -1,5 +1,5 @@
 import {PlaceCategory} from '@o2o/shared';
-import {HeroCatchphrase} from '@site/sections/HeroCatchphrase';
+import {HeroCatchphrase, HeroRotator} from '@site/sections/HeroCatchphrase';
 import {useSite} from '@site/lib/site-context';
 import {bookingActionLabel, bookingLinks, isSectionEnabled, stayBookingView} from '@site/lib/derive';
 import {BOOK_EVENT} from '../paper/Rooms';
@@ -29,7 +29,7 @@ export function Hero() {
             <span className="no" /> 오늘의 문장
           </p>
           {(lodging || fixed) && <p className="rot">{lodging ? <HeroCatchphrase /> : fixed}</p>}
-          {lodging && fixed && <p className="m sub">{fixed}</p>}
+          <HeroRotator className="m sub" />
           <div className="hx">
             {stay ? (
               <button type="button" className="line line--ink" onClick={() => window.dispatchEvent(new Event(BOOK_EVENT))}>
diff --git a/solution/site/src/layouts/bigtype/bigtype.css b/solution/site/src/layouts/bigtype/bigtype.css
index ec22dfe..622673a 100644
--- a/solution/site/src/layouts/bigtype/bigtype.css
+++ b/solution/site/src/layouts/bigtype/bigtype.css
@@ -284,3 +284,7 @@
 .w4-bigtype .ppl{grid-template-columns:repeat(auto-fit,minmax(220px,1fr))}
 .w4-bigtype .amen{grid-template-columns:repeat(auto-fit,minmax(220px,1fr))}}
 .w4-bigtype .lead+:is(.chips,.tabrow){margin-top:20px}
+.w4-bigtype{--kc-r:0;--kc-tw:500;--kc-ts:17px;--kc-mc:var(--sub);--kc-sub:var(--sub);--kc-px:12px;--kc-pb:14px}
+.w4-bigtype .kgrid{gap:0;margin-top:0;border-top:1px solid var(--line);width:calc(100% + 1px);clip-path:inset(0 1px 0 0)}
+.w4-bigtype .kgrid>.kcard{border-right:1px solid var(--line);border-bottom:1px solid var(--line)}
+@media (min-width:1024px){.w4-bigtype .kgrid{grid-template-columns:repeat(4,minmax(0,1fr));gap:0}}
diff --git a/solution/site/src/layouts/boutique/Around.tsx b/solution/site/src/layouts/boutique/Around.tsx
index 7992599..62b7af1 100644
--- a/solution/site/src/layouts/boutique/Around.tsx
+++ b/solution/site/src/layouts/boutique/Around.tsx
@@ -2,6 +2,7 @@ import {useState} from 'react';
 import type {LocalPlace} from '@o2o/shared';
 import {useSite} from '@site/lib/site-context';
 import {naverMapSearchUrl} from '@site/lib/format';
+import {PhotoCard} from '../kit/Card';
 import {Sheet} from '../paper/Sheet';
 
 const WALK = 80;
@@ -70,6 +71,17 @@ export function Around() {
     </button>
   );
 
+  const spot = (item: LocalPlace) => (
+    <PhotoCard
+      key={item.name}
+      image={item.imageUrl}
+      title={item.name}
+      meta={item.distanceText}
+      desc={item.description}
+      onClick={() => setOpen(item)}
+    />
+  );
+
   return (
     <>
       {rail.length > 0 && (
@@ -78,7 +90,7 @@ export function Around() {
             <p className="label">AROUND</p>
             <h2 id="around-heading">주변 안내</h2>
             <p className="lead">걸어서 닿는 명소와 맛집입니다.</p>
-            <div className="guide">{rail.slice(0, HOME_ROWS).map((item) => place(item))}</div>
+            <div className="guide guide--card">{rail.slice(0, HOME_ROWS).map(spot)}</div>
             <a className="link b-more--c" href="#/area">
               지역 소개에서 모두 보기
             </a>
@@ -95,11 +107,11 @@ export function Around() {
             </h2>
             <p className="lead">걸어서 닿는 곳부터 차로 가는 곳까지 묶었습니다.</p>
             <RangeTabs places={spots} value={spotRange} onChange={setSpotRange} />
-            <div className="guide">{shownSpots.slice(0, firstSpots).map((item) => place(item))}</div>
+            <div className="guide guide--card">{shownSpots.slice(0, firstSpots).map(spot)}</div>
             {shownSpots.length > firstSpots && (
               <details className="fold" key={spotRange}>
                 <summary className="link">{shownSpots.length - firstSpots}곳 더 보기</summary>
-                <div className="guide">{shownSpots.slice(firstSpots).map((item) => place(item))}</div>
+                <div className="guide guide--card">{shownSpots.slice(firstSpots).map(spot)}</div>
               </details>
             )}
           </section>
diff --git a/solution/site/src/layouts/boutique/Festival.tsx b/solution/site/src/layouts/boutique/Festival.tsx
index 5be93e8..0a65f39 100644
--- a/solution/site/src/layouts/boutique/Festival.tsx
+++ b/solution/site/src/layouts/boutique/Festival.tsx
@@ -2,6 +2,7 @@ import {useState} from 'react';
 import type {FestivalEntry} from '@o2o/shared';
 import {useSite} from '@site/lib/site-context';
 import {naverSearchUrl} from '@site/lib/format';
+import {PhotoCard} from '../kit/Card';
 import {Sheet} from '../paper/Sheet';
 
 const SEASONS = ['봄', '여름', '가을', '겨울'];
@@ -40,15 +41,13 @@ export function Festival() {
         )}
         <div className="rail">
           {shown.map((f) => (
-            <button key={f.name} type="button" className="card" onClick={() => setOpen(f)}>
-              {f.imageUrl ? (
-                <img src={f.imageUrl} alt={f.name} loading="lazy" />
-              ) : (
-                <span className="noimg">{f.name}</span>
-              )}
-              <b className="nm">{f.name}</b>
-              <span className="ds">{[f.month, f.location].filter(Boolean).join(' · ')}</span>
-            </button>
+            <PhotoCard
+              key={f.name}
+              image={f.imageUrl}
+              title={f.name}
+              meta={[f.month, f.location].filter(Boolean).join(' · ')}
+              onClick={() => setOpen(f)}
+            />
           ))}
         </div>
       </section>
diff --git a/solution/site/src/layouts/boutique/Hero.tsx b/solution/site/src/layouts/boutique/Hero.tsx
index 24134e1..d9758bb 100644
--- a/solution/site/src/layouts/boutique/Hero.tsx
+++ b/solution/site/src/layouts/boutique/Hero.tsx
@@ -1,5 +1,5 @@
 import {useEffect, useState} from 'react';
-import {HeroCatchphrase} from '@site/sections/HeroCatchphrase';
+import {HeroCatchphrase, HeroRotator} from '@site/sections/HeroCatchphrase';
 import {useSite} from '@site/lib/site-context';
 import {bookingActionLabel, bookingLinks, isSectionEnabled, stayBookingView} from '@site/lib/derive';
 import {PlaceCategory} from '@o2o/shared';
@@ -26,7 +26,6 @@ export function Hero() {
     }, 5000);
     return () => window.clearInterval(timer);
   }, [total]);
-  const fixed = narrative.tagline ?? narrative.heroSubline;
   const english = place.englishName?.trim();
   const locality = [place.addressLocality, place.addressRegion].find(Boolean);
   const stayBooking = place.category === PlaceCategory.LODGING ? stayBookingView(payload) : null;
@@ -57,10 +56,10 @@ export function Hero() {
           {english && <p className="b-hero-en">{english}</p>}
           <h1 className={english ? 'b-hero-name' : 'b-hero-name b-hero-name--solo'}>{place.name}</h1>
           {locality && <p className="b-hero-loc">{locality}</p>}
-          {fixed && <p className="b-hero-ko">{fixed}</p>}
           <p className="b-hero-cp">
             <HeroCatchphrase />
           </p>
+          <HeroRotator className="b-hero-ko" />
           <div className="b-hero-act">
             {stayBooking ? (
               <button type="button" className="btn" onClick={() => window.dispatchEvent(new Event(BOOK_EVENT))}>
diff --git a/solution/site/src/layouts/boutique/boutique.css b/solution/site/src/layouts/boutique/boutique.css
index 0d39ca5..abcb271 100644
--- a/solution/site/src/layouts/boutique/boutique.css
+++ b/solution/site/src/layouts/boutique/boutique.css
@@ -345,3 +345,22 @@
 .w4-boutique[data-page=story] main .b-rule{margin-left:0;margin-right:0}
 .w4-boutique[data-page=story] main .shell{padding-inline:24px}
 .w4-boutique[data-page=story] main #reviews{margin-top:var(--sec)}}
+.w4-boutique{--kc-r:999px 999px 0 0;--kc-ar:4/3;--kc-tf:var(--mj);--kc-tw:400;--kc-ts:17px;--kc-mc:var(--rose);--kc-sub:var(--sub);--kc-soft:var(--bg2)}
+.w4-boutique .rail>.kcard{flex:0 0 62%;height:auto}
+.w4-boutique .guide--card{display:grid;grid-template-columns:repeat(2,minmax(0,1fr));gap:28px 14px}
+.w4-boutique #around .guide--card{grid-template-columns:repeat(3,minmax(0,1fr));gap:20px 10px}
+.w4-boutique #around .kcard-t{font-size:15px}
+@media (min-width:1024px){.w4-boutique .rail>.kcard{flex-basis:calc((100% - 48px) / 3)}.w4-boutique .guide--card{grid-template-columns:repeat(3,minmax(0,1fr));gap:36px 24px}}
+@media (max-width:1023px){
+.w4-boutique{--aw:min(250px,calc(100vw - 88px));--ah:calc(var(--aw) * 1.12)}
+.w4-boutique[data-page=home] .b-hd:not(.solid){color:var(--brown)}
+.w4-boutique .b-hero{height:auto;min-height:0;padding:calc(84px + var(--ah) + 24px) var(--g) 8px;background:transparent;overflow:visible}
+.w4-boutique .b-hero:before{content:"";position:absolute;top:100px;left:50%;width:var(--aw);height:var(--ah);margin-left:calc(var(--aw) / -2 + 14px);border-radius:999px 999px 0 0;background:var(--bg2)}
+.w4-boutique .b-hero:after{display:none}
+.w4-boutique .b-slide{inset:84px auto auto 50%;width:var(--aw);height:var(--ah);margin-left:calc(var(--aw) / -2);border-radius:999px 999px 0 0;overflow:hidden;z-index:1}
+.w4-boutique .b-hero-copy{position:relative;left:auto;right:auto;bottom:auto;padding:0;color:var(--brown)}
+.w4-boutique .b-hero-ko{color:var(--ink)}
+.w4-boutique .b-hero-count{top:calc(84px + var(--ah) - 34px);bottom:auto}
+.w4-boutique .b-hero--plain{padding-top:120px}
+.w4-boutique .b-hero--plain:before{display:none}
+}
diff --git a/solution/site/src/layouts/cinema/Around.tsx b/solution/site/src/layouts/cinema/Around.tsx
index c94da73..aab7044 100644
--- a/solution/site/src/layouts/cinema/Around.tsx
+++ b/solution/site/src/layouts/cinema/Around.tsx
@@ -2,6 +2,7 @@ import {useState} from 'react';
 import type {LocalPlace} from '@o2o/shared';
 import {useSite} from '@site/lib/site-context';
 import {naverMapSearchUrl} from '@site/lib/format';
+import {PhotoCard} from '../kit/Card';
 import {Sheet} from '../paper/Sheet';
 import {useWide} from './useWide';
 
@@ -71,6 +72,17 @@ export function Around() {
     </button>
   );
 
+  const spot = (item: LocalPlace) => (
+    <PhotoCard
+      key={item.name}
+      image={item.imageUrl}
+      title={item.name}
+      meta={item.distanceText}
+      desc={item.description}
+      onClick={() => setOpen(item)}
+    />
+  );
+
   return (
     <>
       {rail.length > 0 && (
@@ -81,11 +93,13 @@ export function Around() {
             <p className="lead">걸어서 닿는 명소와 맛집입니다.</p>
             <div className="grid3">
               {rail.slice(0, HOME_ROWS).map((item) => (
-                <button key={item.name} type="button" className="card" onClick={() => setOpen(item)}>
-                  <img src={item.imageUrl} alt={item.name} loading="lazy" />
-                  <b className="nm clamp">{item.name}</b>
-                  {item.distanceText && <span className="ds">{item.distanceText}</span>}
-                </button>
+                <PhotoCard
+                  key={item.name}
+                  image={item.imageUrl}
+                  title={item.name}
+                  meta={item.distanceText}
+                  onClick={() => setOpen(item)}
+                />
               ))}
             </div>
             <a className="link more" href="#/area">
@@ -104,11 +118,11 @@ export function Around() {
             </h2>
             <p className="lead">걸어서 닿는 곳부터 차로 가는 곳까지 묶었습니다.</p>
             <RangeTabs places={spots} value={spotRange} onChange={setSpotRange} />
-            <div className="guide">{shownSpots.slice(0, firstSpots).map((item) => place(item))}</div>
+            <div className="guide guide--card">{shownSpots.slice(0, firstSpots).map(spot)}</div>
             {shownSpots.length > firstSpots && (
               <details className="fold">
                 <summary className="link">{shownSpots.length - firstSpots}곳 더 보기</summary>
-                <div className="guide">{shownSpots.slice(firstSpots).map((item) => place(item))}</div>
+                <div className="guide guide--card">{shownSpots.slice(firstSpots).map(spot)}</div>
               </details>
             )}
           </section>
diff --git a/solution/site/src/layouts/cinema/Festival.tsx b/solution/site/src/layouts/cinema/Festival.tsx
index 5be93e8..0a65f39 100644
--- a/solution/site/src/layouts/cinema/Festival.tsx
+++ b/solution/site/src/layouts/cinema/Festival.tsx
@@ -2,6 +2,7 @@ import {useState} from 'react';
 import type {FestivalEntry} from '@o2o/shared';
 import {useSite} from '@site/lib/site-context';
 import {naverSearchUrl} from '@site/lib/format';
+import {PhotoCard} from '../kit/Card';
 import {Sheet} from '../paper/Sheet';
 
 const SEASONS = ['봄', '여름', '가을', '겨울'];
@@ -40,15 +41,13 @@ export function Festival() {
         )}
         <div className="rail">
           {shown.map((f) => (
-            <button key={f.name} type="button" className="card" onClick={() => setOpen(f)}>
-              {f.imageUrl ? (
-                <img src={f.imageUrl} alt={f.name} loading="lazy" />
-              ) : (
-                <span className="noimg">{f.name}</span>
-              )}
-              <b className="nm">{f.name}</b>
-              <span className="ds">{[f.month, f.location].filter(Boolean).join(' · ')}</span>
-            </button>
+            <PhotoCard
+              key={f.name}
+              image={f.imageUrl}
+              title={f.name}
+              meta={[f.month, f.location].filter(Boolean).join(' · ')}
+              onClick={() => setOpen(f)}
+            />
           ))}
         </div>
       </section>
diff --git a/solution/site/src/layouts/cinema/Hero.tsx b/solution/site/src/layouts/cinema/Hero.tsx
index 43972bb..125fcb2 100644
--- a/solution/site/src/layouts/cinema/Hero.tsx
+++ b/solution/site/src/layouts/cinema/Hero.tsx
@@ -1,5 +1,5 @@
 import {PlaceCategory} from '@o2o/shared';
-import {HeroCatchphrase} from '@site/sections/HeroCatchphrase';
+import {HeroCatchphrase, HeroRotator} from '@site/sections/HeroCatchphrase';
 import {useSite} from '@site/lib/site-context';
 import {galleryImages, isSectionEnabled} from '@site/lib/derive';
 import {useLiveWeather} from '@site/lib/use-live-weather';
@@ -56,7 +56,8 @@ export function Hero() {
                 <HeroCatchphrase />
               </p>
               <h1 className="nm">{place.name}</h1>
-              {sub && <p className="sub">{sub}</p>}
+              {where && <p className="sub">{where}</p>}
+              <HeroRotator className="sub" />
             </>
           ) : (
             <>
diff --git a/solution/site/src/layouts/cinema/cinema.css b/solution/site/src/layouts/cinema/cinema.css
index fd9b827..5dabe93 100644
--- a/solution/site/src/layouts/cinema/cinema.css
+++ b/solution/site/src/layouts/cinema/cinema.css
@@ -296,3 +296,9 @@
 .w4-cinema .unit .btns{grid-template-columns:1fr 1fr}}
 .w4-cinema .wrap>.label:has(+h2),.w4-cinema .book .label,.w4-cinema .rhead>.kicker{display:none}
 .w4-cinema :is(h1,h2,.big,.hl){font-family:var(--tpl-font-heading)}
+.w4-cinema{--kc-r:14px;--kc-tw:600;--kc-mc:var(--accent);--kc-sub:var(--sub);--kc-soft:rgba(244,239,230,.06)}
+.w4-cinema .rail>.kcard{flex:0 0 72%;height:auto}
+.w4-cinema .guide--card{display:grid;grid-template-columns:repeat(2,minmax(0,1fr));gap:24px 14px;border-top:0}
+.w4-cinema .grid3:has(>.kcard){gap:20px 10px}
+.w4-cinema .grid3>.kcard .kcard-t{font-size:15px}
+@media (min-width:1024px){.w4-cinema .rail>.kcard{flex:0 0 calc((100% - 30px) / 4)}.w4-cinema .guide--card,.w4-cinema #walk .guide{grid-template-columns:repeat(4,minmax(0,1fr));gap:32px 16px}.w4-cinema #around .grid3:has(>.kcard){grid-template-columns:repeat(3,minmax(0,1fr));gap:16px}}
diff --git a/solution/site/src/layouts/coral/Around.tsx b/solution/site/src/layouts/coral/Around.tsx
index 138f8c2..24e58a2 100644
--- a/solution/site/src/layouts/coral/Around.tsx
+++ b/solution/site/src/layouts/coral/Around.tsx
@@ -2,6 +2,7 @@ import {useState} from 'react';
 import type {LocalPlace} from '@o2o/shared';
 import {useSite} from '@site/lib/site-context';
 import {naverMapSearchUrl} from '@site/lib/format';
+import {PhotoCard} from '../kit/Card';
 import {Sheet} from '../paper/Sheet';
 import {useWide} from './useWide';
 
@@ -66,18 +67,14 @@ export function Around() {
   );
 
   const card = (place: LocalPlace) => (
-    <button key={place.name} type="button" className="place" onClick={() => setOpen(place)}>
-      {place.imageUrl && (
-        <div className="ph">
-          <img src={place.imageUrl} alt={place.name} loading="lazy" />
-        </div>
-      )}
-      <div className="bd">
-        <h3>{place.name}</h3>
-        {place.distanceText && <small>{place.distanceText}</small>}
-        {place.description && <p className="clamp">{place.description}</p>}
-      </div>
-    </button>
+    <PhotoCard
+      key={place.name}
+      image={place.imageUrl}
+      title={place.name}
+      meta={place.distanceText}
+      desc={place.description}
+      onClick={() => setOpen(place)}
+    />
   );
 
   return (
@@ -94,15 +91,13 @@ export function Around() {
             </div>
             <div className="guide guide--3">
               {rail.slice(0, railMax).map((place) => (
-                <button key={place.name} type="button" className="place" onClick={() => setOpen(place)}>
-                  <div className="ph">
-                    <img src={place.imageUrl} alt={place.name} loading="lazy" />
-                  </div>
-                  <div className="bd">
-                    <h3>{place.name}</h3>
-                    {place.distanceText && <small>{place.distanceText}</small>}
-                  </div>
-                </button>
+                <PhotoCard
+                  key={place.name}
+                  image={place.imageUrl}
+                  title={place.name}
+                  meta={place.distanceText}
+                  onClick={() => setOpen(place)}
+                />
               ))}
             </div>
             <a href="#/area" className="more">
diff --git a/solution/site/src/layouts/coral/Hero.tsx b/solution/site/src/layouts/coral/Hero.tsx
index 03e5e20..900616f 100644
--- a/solution/site/src/layouts/coral/Hero.tsx
+++ b/solution/site/src/layouts/coral/Hero.tsx
@@ -1,7 +1,7 @@
 import {PlaceCategory} from '@o2o/shared';
-import {HeroCatchphrase} from '@site/sections/HeroCatchphrase';
+import {HeroCatchphrase, HeroRotator} from '@site/sections/HeroCatchphrase';
 import {useSite} from '@site/lib/site-context';
-import {bookingActionLabel, bookingLinks, heroFacts, isSectionEnabled, stayBookingView} from '@site/lib/derive';
+import {bookingActionLabel, bookingLinks, isSectionEnabled, stayBookingView} from '@site/lib/derive';
 import {Car} from '../paper/Car';
 import {BOOK_EVENT} from '../paper/Rooms';
 import {Weather} from './Weather';
@@ -20,7 +20,6 @@ export function Hero() {
   const region = place.addressLocality ?? place.addressRegion;
   const booking = bookingLinks(payload)[0];
   const stay = lodging ? stayBookingView(payload) : null;
-  const chips = heroFacts(payload).map((row) => `${row.label} ${row.value}`);
 
   return (
     <>
@@ -56,16 +55,7 @@ export function Hero() {
             ) : (
               fixed && <p className="hl in">{fixed}</p>
             )}
-            {lodging && fixed && <p className="tagline">{fixed}</p>}
-            {chips.length > 0 && (
-              <div className="chips">
-                {chips.map((chip) => (
-                  <span key={chip} className="chip">
-                    {chip}
-                  </span>
-                ))}
-              </div>
-            )}
+            <HeroRotator className="tagline" />
             <div className="hero-cta">
               {stay ? (
                 <button type="button" className="btn" onClick={() => window.dispatchEvent(new Event(BOOK_EVENT))}>
diff --git a/solution/site/src/layouts/coral/Weather.tsx b/solution/site/src/layouts/coral/Weather.tsx
index f42d0a9..6b478b0 100644
--- a/solution/site/src/layouts/coral/Weather.tsx
+++ b/solution/site/src/layouts/coral/Weather.tsx
@@ -12,20 +12,9 @@ const MOOD_ICON = {
   눈: SnowIcon,
 } as const;
 
-const OBSERVED = new Intl.DateTimeFormat('ko-KR', {
-  timeZone: 'Asia/Seoul',
-  month: 'long',
-  day: 'numeric',
-  hour: '2-digit',
-  minute: '2-digit',
-  hourCycle: 'h23',
-});
-
 function observed(iso: string): string | undefined {
-  const date = new Date(iso);
-  if (Number.isNaN(date.getTime())) return undefined;
-  const parts = Object.fromEntries(OBSERVED.formatToParts(date).map((p) => [p.type, p.value]));
-  return `${parts.month} ${parts.day}일 ${parts.hour}:${parts.minute} 관측`;
+  const m = /^\d{4}-(\d{2})-(\d{2})T(\d{2}):(\d{2})/.exec(iso);
+  return m ? `${Number(m[1])}월 ${Number(m[2])}일 ${m[3]}:${m[4]} 관측` : undefined;
 }
 
 export function Weather() {
diff --git a/solution/site/src/layouts/coral/coral.css b/solution/site/src/layouts/coral/coral.css
index 12779d8..6772fee 100644
--- a/solution/site/src/layouts/coral/coral.css
+++ b/solution/site/src/layouts/coral/coral.css
@@ -447,3 +447,5 @@
 .w4-coral #about .amen li.off .ic{color:#c2410c}
 .w4-coral #about .amen li.off{color:var(--sub)}
 .w4-coral :is(h1,h2,h3){font-family:var(--tpl-font-heading)}
+.w4-coral{--kc-r:0;--kc-tw:500;--kc-mc:var(--accent);--kc-sub:var(--sub);--kc-soft:var(--alt)}
+.w4-coral .cards2,.w4-coral .guide--3{row-gap:24px}
diff --git a/solution/site/src/layouts/graphic/Around.tsx b/solution/site/src/layouts/graphic/Around.tsx
index d13a8a2..a4c4d5e 100644
--- a/solution/site/src/layouts/graphic/Around.tsx
+++ b/solution/site/src/layouts/graphic/Around.tsx
@@ -2,6 +2,7 @@ import {useState} from 'react';
 import type {LocalPlace} from '@o2o/shared';
 import {useSite} from '@site/lib/site-context';
 import {naverMapSearchUrl} from '@site/lib/format';
+import {PhotoCard} from '../kit/Card';
 import {Sheet} from '../paper/Sheet';
 import {SpotIcon} from './Art';
 import {useWide} from './useWide';
@@ -70,6 +71,18 @@ export function Around() {
     </button>
   );
 
+  const spot = (place: LocalPlace) => (
+    <PhotoCard
+      key={place.name}
+      image={place.imageUrl}
+      title={place.name}
+      meta={place.distanceText}
+      desc={place.description}
+      fallback={<SpotIcon food={false} />}
+      onClick={() => setOpen(place)}
+    />
+  );
+
   return (
     <>
       <div data-pg="home">
@@ -103,11 +116,11 @@ export function Around() {
               const shown = spots.filter((p) => inRange(spotRange)(meters(p)));
               return (
                 <>
-                  <div className="guide guide--card">{shown.slice(0, firstSpots).map((p, i) => row(p, i))}</div>
+                  <div className="guide guide--card">{shown.slice(0, firstSpots).map(spot)}</div>
                   {shown.length > firstSpots && (
                     <details>
                       <summary className="more">{shown.length - firstSpots}곳 더 보기</summary>
-                      <div className="guide guide--card">{shown.slice(firstSpots).map((p, i) => row(p, i + firstSpots))}</div>
+                      <div className="guide guide--card">{shown.slice(firstSpots).map(spot)}</div>
                     </details>
                   )}
                 </>
diff --git a/solution/site/src/layouts/graphic/Festival.tsx b/solution/site/src/layouts/graphic/Festival.tsx
index 5be93e8..0a65f39 100644
--- a/solution/site/src/layouts/graphic/Festival.tsx
+++ b/solution/site/src/layouts/graphic/Festival.tsx
@@ -2,6 +2,7 @@ import {useState} from 'react';
 import type {FestivalEntry} from '@o2o/shared';
 import {useSite} from '@site/lib/site-context';
 import {naverSearchUrl} from '@site/lib/format';
+import {PhotoCard} from '../kit/Card';
 import {Sheet} from '../paper/Sheet';
 
 const SEASONS = ['봄', '여름', '가을', '겨울'];
@@ -40,15 +41,13 @@ export function Festival() {
         )}
         <div className="rail">
           {shown.map((f) => (
-            <button key={f.name} type="button" className="card" onClick={() => setOpen(f)}>
-              {f.imageUrl ? (
-                <img src={f.imageUrl} alt={f.name} loading="lazy" />
-              ) : (
-                <span className="noimg">{f.name}</span>
-              )}
-              <b className="nm">{f.name}</b>
-              <span className="ds">{[f.month, f.location].filter(Boolean).join(' · ')}</span>
-            </button>
+            <PhotoCard
+              key={f.name}
+              image={f.imageUrl}
+              title={f.name}
+              meta={[f.month, f.location].filter(Boolean).join(' · ')}
+              onClick={() => setOpen(f)}
+            />
           ))}
         </div>
       </section>
diff --git a/solution/site/src/layouts/graphic/Hero.tsx b/solution/site/src/layouts/graphic/Hero.tsx
index 2d5cdf8..a536ae6 100644
--- a/solution/site/src/layouts/graphic/Hero.tsx
+++ b/solution/site/src/layouts/graphic/Hero.tsx
@@ -1,15 +1,14 @@
 import {useEffect, useState, type CSSProperties} from 'react';
 import {PlaceCategory, type WeatherSky} from '@o2o/shared';
 import {useSite} from '@site/lib/site-context';
+import {HeroRotator, useMainCatchphrase} from '@site/sections/HeroCatchphrase';
 import {useLiveWeather} from '@site/lib/use-live-weather';
 import {useWeatherNotes} from '@site/lib/use-weather-note';
 import {bookingActionLabel, bookingLinks, isSectionEnabled, stayBookingView, weatherBand, weatherMood} from '@site/lib/derive';
 import {BOOK_EVENT} from '../paper/Rooms';
-import lines from '@site/lib/lodging-catchphrases.json';
 import {Hills, Sky} from './Art';
 
 const STEP_MS = 35;
-const ROTATE_MS = 4500;
 
 export function Pop({text}: {text: string}) {
   const words = text.split(/\s+/).map((word) => [...word]);
@@ -32,26 +31,6 @@ export function Pop({text}: {text: string}) {
   );
 }
 
-function useCatchphrase(): string | undefined {
-  const {place, narrative} = useSite();
-  const lodging = place.category === PlaceCategory.LODGING;
-  const own = (narrative.catchphrases?.items ?? [])
-    .filter((item) => (item.kind ?? 'general') === 'general')
-    .map((item) => item.text.trim())
-    .filter(Boolean);
-  const phrases = own.length > 0 ? own : lodging ? lines : [];
-  const [index, setIndex] = useState(0);
-  useEffect(() => {
-    if (phrases.length < 2) return;
-    const motion = window.matchMedia('(prefers-reduced-motion: reduce)');
-    const timer = window.setInterval(() => {
-      if (!document.hidden && !motion.matches) setIndex((value) => (value + 1) % phrases.length);
-    }, ROTATE_MS);
-    return () => window.clearInterval(timer);
-  }, [phrases.length]);
-  return phrases.length > 0 ? phrases[index % phrases.length] : undefined;
-}
-
 function WeatherCard() {
   const payload = useSite();
   const weather = useLiveWeather({
@@ -101,9 +80,8 @@ function WeatherCard() {
 export function Hero() {
   const payload = useSite();
   const {place, narrative} = payload;
-  const phrase = useCatchphrase();
+  const phrase = useMainCatchphrase();
   const region = [place.addressRegion, place.addressLocality].filter(Boolean).join(' ');
-  const fixed = narrative.tagline ?? narrative.heroSubline;
   const stay = place.category === PlaceCategory.LODGING ? stayBookingView(payload) : null;
   const link = bookingLinks(payload)[0];
 
@@ -111,7 +89,6 @@ export function Hero() {
     <section className="scene" id="top" data-pg="home" aria-labelledby="hero-heading">
       <Sky />
       <div className="hero-copy">
-        {region && <span className="tag">{region}</span>}
         <h1 id="hero-heading" className="disp">
           <Pop text={place.name} />
         </h1>
@@ -120,7 +97,7 @@ export function Hero() {
             <Pop text={phrase} />
           </p>
         )}
-        {fixed && <p className="sub">{fixed}</p>}
+        <HeroRotator className="sub" />
         {(stay || link || place.phone) && (
           <div className="hgo">
             {stay ? (
diff --git a/solution/site/src/layouts/graphic/graphic.css b/solution/site/src/layouts/graphic/graphic.css
index 265bffd..e6a5d4c 100644
--- a/solution/site/src/layouts/graphic/graphic.css
+++ b/solution/site/src/layouts/graphic/graphic.css
@@ -334,3 +334,7 @@
 @media(max-width:1023px){.w4-graphic #location .btns{display:grid;grid-template-columns:1fr 1fr;gap:8px}
 .w4-graphic #location .btns>:first-child{grid-column:1/-1}
 .w4-graphic #location .btns>*{white-space:nowrap;min-width:0}}
+.w4-graphic{--kc-r:0;--kc-box-r:22px;--kc-bg:var(--card);--kc-shadow:0 2px 0 rgba(29,43,36,.08);--kc-px:12px;--kc-pb:14px;--kc-tf:var(--k-head);--kc-tw:400;--kc-ts:17px;--kc-mc:var(--accent);--kc-sub:var(--sub);--kc-soft:#fff1c9}
+.w4-graphic .rail>.kcard{flex:0 0 72%;height:auto}
+.w4-graphic .guide--card{grid-template-columns:repeat(2,minmax(0,1fr));gap:24px 14px}
+@media (min-width:1024px){.w4-graphic .rail>.kcard{flex:0 0 calc((100% - 48px) / 4)}.w4-graphic .guide--card{grid-template-columns:repeat(4,minmax(0,1fr));gap:32px 16px}}
diff --git a/solution/site/src/layouts/kit/Card.tsx b/solution/site/src/layouts/kit/Card.tsx
new file mode 100644
index 0000000..d2e4b56
--- /dev/null
+++ b/solution/site/src/layouts/kit/Card.tsx
@@ -0,0 +1,31 @@
+import type {ReactNode} from 'react';
+import './card.css';
+
+export function PhotoCard({
+  image,
+  title,
+  meta,
+  desc,
+  fallback,
+  ratio,
+  onClick,
+}: {
+  image?: string | null;
+  title: string;
+  meta?: string | null;
+  desc?: string | null;
+  fallback?: ReactNode;
+  ratio?: string;
+  onClick: () => void;
+}) {
+  return (
+    <button type="button" className="kcard" onClick={onClick}>
+      <span className="kcard-ph" style={ratio ? {aspectRatio: ratio} : undefined}>
+        {image ? <img src={image} alt={title} loading="lazy" /> : <span className="kcard-no">{fallback ?? title}</span>}
+      </span>
+      <span className="kcard-t">{title}</span>
+      {meta && <span className="kcard-m">{meta}</span>}
+      {desc && <span className="kcard-d">{desc}</span>}
+    </button>
+  );
+}
diff --git a/solution/site/src/layouts/kit/card.css b/solution/site/src/layouts/kit/card.css
new file mode 100644
index 0000000..ec7e615
--- /dev/null
+++ b/solution/site/src/layouts/kit/card.css
@@ -0,0 +1,13 @@
+:is(.w4p,.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .kcard{display:flex;flex-direction:column;width:100%;height:100%;min-width:0;margin:0;padding:0 0 var(--kc-pb,0);border:0;border-radius:var(--kc-box-r,0);overflow:hidden;background:var(--kc-bg,none);box-shadow:var(--kc-shadow,none);color:inherit;font:inherit;text-align:left;cursor:pointer;-webkit-appearance:none;appearance:none}
+:is(.w4p,.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .kcard-ph{position:relative;display:block;width:100%;aspect-ratio:var(--kc-ar,3/2);border-radius:var(--kc-r,14px);overflow:hidden;background:var(--kc-soft,rgba(127,127,127,.1))}
+:is(.w4p,.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .kcard-ph img{display:block;width:100%;height:100%;object-fit:cover;transition:transform .5s ease}
+:is(.w4p,.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .kcard:hover .kcard-ph img{transform:scale(1.03)}
+:is(.w4p,.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .kcard-no{display:grid;place-items:center;width:100%;height:100%;padding:0 16px;font-family:var(--kc-tf,inherit);font-size:17px;line-height:1.4;text-align:center;color:var(--kc-sub,inherit)}
+:is(.w4p,.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .kcard-no svg{width:40px;height:40px}
+:is(.w4p,.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .kcard-t{display:-webkit-box;-webkit-line-clamp:1;-webkit-box-orient:vertical;overflow:hidden;margin-top:12px;padding:0 var(--kc-px,2px);font-family:var(--kc-tf,inherit);font-size:var(--kc-ts,16px);font-weight:var(--kc-tw,600);line-height:1.45;letter-spacing:-.01em}
+:is(.w4p,.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .kcard-m{display:-webkit-box;-webkit-line-clamp:1;-webkit-box-orient:vertical;overflow:hidden;margin-top:4px;padding:0 var(--kc-px,2px);font-size:14px;font-weight:500;line-height:1.5;color:var(--kc-mc,inherit)}
+:is(.w4p,.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .kcard-d{display:-webkit-box;-webkit-line-clamp:2;-webkit-box-orient:vertical;overflow:hidden;margin-top:6px;padding:0 var(--kc-px,2px);font-size:15px;line-height:1.6;color:var(--kc-sub,inherit)}
+:is(.w4p,.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .kgrid{display:grid;grid-template-columns:repeat(2,minmax(0,1fr));gap:24px 14px}
+@media (min-width:1024px){:is(.w4p,.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .kgrid{grid-template-columns:repeat(auto-fill,minmax(220px,1fr));gap:32px 20px}}
+:is(.w4p,.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .car--multi:has(.kcard) .arrow{top:calc(50% - 30px)}
+@media (max-width:1023px){:is(.w4p,.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .car--multi:has(.kcard) .arrow{display:none}}
diff --git a/solution/site/src/layouts/kit/kit.css b/solution/site/src/layouts/kit/kit.css
index 4561a61..b778c90 100644
--- a/solution/site/src/layouts/kit/kit.css
+++ b/solution/site/src/layouts/kit/kit.css
@@ -1,8 +1,8 @@
 :is(.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine){--k-pad:20px;--k-wide:640px;--k-r:12px;--k-soft:rgba(127,127,127,.08);--k-line:rgba(127,127,127,.22);--k-head:inherit}
 :is(.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) *{box-sizing:border-box}
-:is(.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .sbox{border-radius:20px 20px 0 0}
-:is(.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .sform{padding:22px var(--k-pad) 8px}
-:is(.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .sform h3{margin:0 0 16px;font-family:var(--k-head);font-size:21px;font-weight:600}
+:is(.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .sbox{border-radius:var(--k-r)}
+:is(.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) :is(.sform,.sheetbody){padding:22px var(--k-pad) 8px}
+:is(.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) :is(.sform,.sheetbody) h3{margin:0 0 16px;font-family:var(--k-head);font-size:21px;font-weight:600}
 :is(.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .sheet .cta,:is(.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .sform button.cta{display:flex;align-items:center;justify-content:center;width:100%;height:52px;border:0;border-radius:var(--k-r);background:var(--k-ink);color:var(--k-bg);font:inherit;font-size:16px;font-weight:700;cursor:pointer}
 :is(.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .sform input,:is(.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .sform textarea{width:100%;padding:12px 14px;border:1px solid var(--k-line);border-radius:var(--k-r);background:transparent;color:var(--k-ink);font:inherit;font-size:16px}
 :is(.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .car{position:relative}
@@ -48,10 +48,10 @@
 :is(.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .car .dots button.on{width:18px;border-radius:999px;background:var(--k-ink)}
 :is(.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) details>summary{list-style:none;cursor:pointer}
 :is(.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) details>summary::-webkit-details-marker{display:none}
-:is(.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .sheet{position:fixed;inset:0;z-index:40}
+:is(.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .sheet{position:fixed;inset:0;z-index:40;display:flex;align-items:center;justify-content:center;padding:24px 16px}
 :is(.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .sheet[hidden]{display:none}
 :is(.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .sbg{position:absolute;inset:0;background:rgba(14,13,10,.52)}
-:is(.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .sbox{position:absolute;left:0;right:0;bottom:0;max-width:var(--k-wide);margin:0 auto; max-height:88svh;overflow:auto;background:var(--k-bg);padding:0 0 32px; -webkit-overflow-scrolling:touch}
+:is(.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .sbox{position:relative;width:100%;max-width:560px;margin:0 auto; max-height:calc(100svh - 48px);overflow:auto;background:var(--k-bg);padding:0 0 32px; -webkit-overflow-scrolling:touch}
 :is(.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .sx{position:sticky;top:0;float:right;width:48px;height:48px;border:0;background:none; font-size:22px;line-height:1;color:var(--k-ink);cursor:pointer;z-index:1}
 :is(.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .sin{padding-top:16px}
 :is(.w4-round,.w4-cinema,.w4-bigtype,.w4-boutique,.w4-graphic,.w4-coral,.w4-minimal,.w4-pine) .sin img{margin:0 0 18px}
diff --git a/solution/site/src/layouts/minimal/Around.tsx b/solution/site/src/layouts/minimal/Around.tsx
index 138f8c2..24e58a2 100644
--- a/solution/site/src/layouts/minimal/Around.tsx
+++ b/solution/site/src/layouts/minimal/Around.tsx
@@ -2,6 +2,7 @@ import {useState} from 'react';
 import type {LocalPlace} from '@o2o/shared';
 import {useSite} from '@site/lib/site-context';
 import {naverMapSearchUrl} from '@site/lib/format';
+import {PhotoCard} from '../kit/Card';
 import {Sheet} from '../paper/Sheet';
 import {useWide} from './useWide';
 
@@ -66,18 +67,14 @@ export function Around() {
   );
 
   const card = (place: LocalPlace) => (
-    <button key={place.name} type="button" className="place" onClick={() => setOpen(place)}>
-      {place.imageUrl && (
-        <div className="ph">
-          <img src={place.imageUrl} alt={place.name} loading="lazy" />
-        </div>
-      )}
-      <div className="bd">
-        <h3>{place.name}</h3>
-        {place.distanceText && <small>{place.distanceText}</small>}
-        {place.description && <p className="clamp">{place.description}</p>}
-      </div>
-    </button>
+    <PhotoCard
+      key={place.name}
+      image={place.imageUrl}
+      title={place.name}
+      meta={place.distanceText}
+      desc={place.description}
+      onClick={() => setOpen(place)}
+    />
   );
 
   return (
@@ -94,15 +91,13 @@ export function Around() {
             </div>
             <div className="guide guide--3">
               {rail.slice(0, railMax).map((place) => (
-                <button key={place.name} type="button" className="place" onClick={() => setOpen(place)}>
-                  <div className="ph">
-                    <img src={place.imageUrl} alt={place.name} loading="lazy" />
-                  </div>
-                  <div className="bd">
-                    <h3>{place.name}</h3>
-                    {place.distanceText && <small>{place.distanceText}</small>}
-                  </div>
-                </button>
+                <PhotoCard
+                  key={place.name}
+                  image={place.imageUrl}
+                  title={place.name}
+                  meta={place.distanceText}
+                  onClick={() => setOpen(place)}
+                />
               ))}
             </div>
             <a href="#/area" className="more">
diff --git a/solution/site/src/layouts/minimal/Hero.tsx b/solution/site/src/layouts/minimal/Hero.tsx
index 03e5e20..900616f 100644
--- a/solution/site/src/layouts/minimal/Hero.tsx
+++ b/solution/site/src/layouts/minimal/Hero.tsx
@@ -1,7 +1,7 @@
 import {PlaceCategory} from '@o2o/shared';
-import {HeroCatchphrase} from '@site/sections/HeroCatchphrase';
+import {HeroCatchphrase, HeroRotator} from '@site/sections/HeroCatchphrase';
 import {useSite} from '@site/lib/site-context';
-import {bookingActionLabel, bookingLinks, heroFacts, isSectionEnabled, stayBookingView} from '@site/lib/derive';
+import {bookingActionLabel, bookingLinks, isSectionEnabled, stayBookingView} from '@site/lib/derive';
 import {Car} from '../paper/Car';
 import {BOOK_EVENT} from '../paper/Rooms';
 import {Weather} from './Weather';
@@ -20,7 +20,6 @@ export function Hero() {
   const region = place.addressLocality ?? place.addressRegion;
   const booking = bookingLinks(payload)[0];
   const stay = lodging ? stayBookingView(payload) : null;
-  const chips = heroFacts(payload).map((row) => `${row.label} ${row.value}`);
 
   return (
     <>
@@ -56,16 +55,7 @@ export function Hero() {
             ) : (
               fixed && <p className="hl in">{fixed}</p>
             )}
-            {lodging && fixed && <p className="tagline">{fixed}</p>}
-            {chips.length > 0 && (
-              <div className="chips">
-                {chips.map((chip) => (
-                  <span key={chip} className="chip">
-                    {chip}
-                  </span>
-                ))}
-              </div>
-            )}
+            <HeroRotator className="tagline" />
             <div className="hero-cta">
               {stay ? (
                 <button type="button" className="btn" onClick={() => window.dispatchEvent(new Event(BOOK_EVENT))}>
diff --git a/solution/site/src/layouts/minimal/Weather.tsx b/solution/site/src/layouts/minimal/Weather.tsx
index f42d0a9..6b478b0 100644
--- a/solution/site/src/layouts/minimal/Weather.tsx
+++ b/solution/site/src/layouts/minimal/Weather.tsx
@@ -12,20 +12,9 @@ const MOOD_ICON = {
   눈: SnowIcon,
 } as const;
 
-const OBSERVED = new Intl.DateTimeFormat('ko-KR', {
-  timeZone: 'Asia/Seoul',
-  month: 'long',
-  day: 'numeric',
-  hour: '2-digit',
-  minute: '2-digit',
-  hourCycle: 'h23',
-});
-
 function observed(iso: string): string | undefined {
-  const date = new Date(iso);
-  if (Number.isNaN(date.getTime())) return undefined;
-  const parts = Object.fromEntries(OBSERVED.formatToParts(date).map((p) => [p.type, p.value]));
-  return `${parts.month} ${parts.day}일 ${parts.hour}:${parts.minute} 관측`;
+  const m = /^\d{4}-(\d{2})-(\d{2})T(\d{2}):(\d{2})/.exec(iso);
+  return m ? `${Number(m[1])}월 ${Number(m[2])}일 ${m[3]}:${m[4]} 관측` : undefined;
 }
 
 export function Weather() {
diff --git a/solution/site/src/layouts/minimal/minimal.css b/solution/site/src/layouts/minimal/minimal.css
index 60891cb..bee17a2 100644
--- a/solution/site/src/layouts/minimal/minimal.css
+++ b/solution/site/src/layouts/minimal/minimal.css
@@ -450,3 +450,5 @@
 .w4-minimal #about .amen li.off .ic{color:#c2410c}
 .w4-minimal #about .amen li.off{color:var(--sub)}
 .w4-minimal :is(h1,h2,.hl){font-family:var(--tpl-font-heading)}
+.w4-minimal{--kc-r:0;--kc-tw:400;--kc-mc:var(--sub);--kc-sub:var(--sub);--kc-soft:var(--alt)}
+.w4-minimal .cards2,.w4-minimal .guide--3{row-gap:28px}
diff --git a/solution/site/src/layouts/paper/Around.tsx b/solution/site/src/layouts/paper/Around.tsx
index f59acde..32435f9 100644
--- a/solution/site/src/layouts/paper/Around.tsx
+++ b/solution/site/src/layouts/paper/Around.tsx
@@ -2,6 +2,7 @@ import {useState} from 'react';
 import type {LocalPlace} from '@o2o/shared';
 import {useSite} from '@site/lib/site-context';
 import {naverMapSearchUrl} from '@site/lib/format';
+import {PhotoCard} from '../kit/Card';
 import {Car} from './Car';
 import {Sheet} from './Sheet';
 
@@ -80,11 +81,7 @@ export function Around() {
               arrows
               label="주변 안내"
               slides={rail.map((place) => (
-                <button type="button" className="itemcard" onClick={() => setOpen(place)}>
-                  <img src={place.imageUrl} alt={place.name} loading="lazy" style={{aspectRatio: '3 / 2'}} />
-                  <p className="cap">{place.name}</p>
-                  {place.distanceText && <p className="cap dim">{place.distanceText}</p>}
-                </button>
+                <PhotoCard image={place.imageUrl} title={place.name} meta={place.distanceText} onClick={() => setOpen(place)} />
               ))}
             />
           </section>
@@ -104,17 +101,16 @@ export function Around() {
                 걸어서 닿는 곳부터 차로 가는 곳까지 묶었습니다.
               </p>
               <RangeTabs places={spots} value={spotRange} onChange={setSpotRange} />
-              <div className="grid2" style={{gap: 14}}>
+              <div className="grid2" style={{gap: '24px 14px'}}>
                 {shownSpots.map((place) => (
-                  <button key={place.name} type="button" className="itemcard" onClick={() => setOpen(place)}>
-                    {place.imageUrl && (
-                      <img src={place.imageUrl} alt={place.name} loading="lazy" style={{aspectRatio: '3 / 2'}} />
-                    )}
-                    <p className="cap">
-                      <b>{place.name}</b> {place.distanceText && <span className="dim">{place.distanceText}</span>}
-                    </p>
-                    {place.description && <p className="cap dim clamp">{place.description}</p>}
-                  </button>
+                  <PhotoCard
+                    key={place.name}
+                    image={place.imageUrl}
+                    title={place.name}
+                    meta={place.distanceText}
+                    desc={place.description}
+                    onClick={() => setOpen(place)}
+                  />
                 ))}
               </div>
             </section>
diff --git a/solution/site/src/layouts/paper/Festival.tsx b/solution/site/src/layouts/paper/Festival.tsx
index ae618d5..31b2b28 100644
--- a/solution/site/src/layouts/paper/Festival.tsx
+++ b/solution/site/src/layouts/paper/Festival.tsx
@@ -2,6 +2,7 @@ import {useState} from 'react';
 import type {FestivalEntry} from '@o2o/shared';
 import {useSite} from '@site/lib/site-context';
 import {naverSearchUrl} from '@site/lib/format';
+import {PhotoCard} from '../kit/Card';
 import {Car} from './Car';
 import {Sheet} from './Sheet';
 
@@ -48,19 +49,12 @@ export function Festival() {
           arrows
           label="계절별 축제"
           slides={shown.map((f) => (
-            <button type="button" className="itemcard" onClick={() => setOpen(f)}>
-              {f.imageUrl ? (
-                <img src={f.imageUrl} alt={f.name} loading="lazy" style={{aspectRatio: '3 / 2'}} />
-              ) : (
-                <span className="noimg" style={{aspectRatio: '3 / 2'}}>
-                  {f.name}
-                </span>
-              )}
-              <p className="cap">
-                <b>{f.name}</b>
-              </p>
-              <p className="cap dim">{[f.month, f.location].filter(Boolean).join(' · ')}</p>
-            </button>
+            <PhotoCard
+              image={f.imageUrl}
+              title={f.name}
+              meta={[f.month, f.location].filter(Boolean).join(' · ')}
+              onClick={() => setOpen(f)}
+            />
           ))}
         />
       </section>
diff --git a/solution/site/src/layouts/paper/Hero.tsx b/solution/site/src/layouts/paper/Hero.tsx
index 19fb08c..3de4ce2 100644
--- a/solution/site/src/layouts/paper/Hero.tsx
+++ b/solution/site/src/layouts/paper/Hero.tsx
@@ -1,4 +1,4 @@
-import {HeroCatchphrase} from '@site/sections/HeroCatchphrase';
+import {HeroCatchphrase, HeroRotator} from '@site/sections/HeroCatchphrase';
 import {useSite} from '@site/lib/site-context';
 import {isSectionEnabled} from '@site/lib/derive';
 import {Weather} from './Weather';
@@ -13,7 +13,6 @@ export function Hero() {
     .filter((image) => image.alt?.trim())
     .sort((a, b) => Number(b.isPrimary) - Number(a.isPrimary))
     .slice(0, MAX_SLIDES);
-  const fixed = narrative.tagline ?? narrative.heroSubline;
 
   return (
     <>
@@ -41,10 +40,10 @@ export function Hero() {
             <p className="eyebrow">{place.addressLocality ?? place.addressRegion}</p>
           )}
           <h1 className="mj">{place.name}</h1>
-          {fixed && <p className="tagline">{fixed}</p>}
           <p className="cp">
             <HeroCatchphrase />
           </p>
+          <HeroRotator className="tagline" />
         </div>
       </section>
       {isSectionEnabled(payload, 'weather') && (
diff --git a/solution/site/src/layouts/paper/Story.tsx b/solution/site/src/layouts/paper/Story.tsx
index 914b2a9..0e75343 100644
--- a/solution/site/src/layouts/paper/Story.tsx
+++ b/solution/site/src/layouts/paper/Story.tsx
@@ -2,6 +2,7 @@ import {useState, type ReactNode} from 'react';
 import type {ChronicleItem, PeopleItem, ReadingItem, SongItem} from '@o2o/shared';
 import {useSite} from '@site/lib/site-context';
 import {sectionItems, sectionName} from '@site/lib/derive';
+import {PhotoCard} from '../kit/Card';
 import {Sheet} from './Sheet';
 
 const COUNT_WORD: Record<number, string> = {1: '한', 2: '두', 3: '세', 4: '네'};
@@ -60,27 +61,35 @@ export function Story() {
       {item.year && <span className="r">{item.year}</span>}
     </button>
   );
-  const person = (item: PeopleItem) => (
-    <button
-      key={item.name}
-      type="button"
-      className="itemcard"
-      onClick={() =>
-        setOpen({
-          title: item.name,
-          meta: [item.role, item.years].filter(Boolean).join(' · '),
-          body: item.oneLine,
-          image: item.imageUrl,
-        })
-      }
-    >
-      {item.imageUrl && <img src={item.imageUrl} alt={item.name} loading="lazy" style={{aspectRatio: '1 / 1'}} />}
-      <p className="cap">
-        <b>{item.name}</b> {item.role && <span className="dim">{item.role}</span>}
-      </p>
-      {item.oneLine && <p className="cap dim clamp">{item.oneLine}</p>}
-    </button>
-  );
+  const person = (item: PeopleItem) => {
+    const show = () =>
+      setOpen({
+        title: item.name,
+        meta: [item.role, item.years].filter(Boolean).join(' · '),
+        body: item.oneLine,
+        image: item.imageUrl,
+      });
+    if (item.imageUrl)
+      return (
+        <PhotoCard
+          key={item.name}
+          image={item.imageUrl}
+          title={item.name}
+          meta={item.role}
+          desc={item.oneLine}
+          ratio="1 / 1"
+          onClick={show}
+        />
+      );
+    return (
+      <button key={item.name} type="button" className="itemcard" onClick={show}>
+        <p className="cap">
+          <b>{item.name}</b> {item.role && <span className="dim">{item.role}</span>}
+        </p>
+        {item.oneLine && <p className="cap dim clamp">{item.oneLine}</p>}
+      </button>
+    );
+  };
   const event = (item: ChronicleItem) => (
     <button
       key={`${item.year}-${item.title}`}
diff --git a/solution/site/src/layouts/paper/paper.css b/solution/site/src/layouts/paper/paper.css
index 653ed69..973bc55 100644
--- a/solution/site/src/layouts/paper/paper.css
+++ b/solution/site/src/layouts/paper/paper.css
@@ -255,10 +255,10 @@
 @supports(padding:max(0px)){
   .w4p .bar{height:calc(var(--bar) + env(safe-area-inset-bottom)); padding-bottom:calc(9px + env(safe-area-inset-bottom))}
 }
-.w4p .sheet{position:fixed;inset:0;z-index:40}
+.w4p .sheet{position:fixed;inset:0;z-index:40;display:flex;align-items:center;justify-content:center;padding:24px 16px}
 .w4p .sheet[hidden]{display:none}
 .w4p .sbg{position:absolute;inset:0;background:rgba(14,13,10,.52)}
-.w4p .sbox{position:absolute;left:0;right:0;bottom:0;max-width:var(--wide);margin:0 auto; max-height:88svh;overflow:auto;background:var(--paper);padding:0 0 32px; -webkit-overflow-scrolling:touch}
+.w4p .sbox{position:relative;width:100%;max-width:560px;margin:0 auto; max-height:calc(100svh - 48px);border-radius:8px;overflow:auto;background:var(--paper);padding:0 0 32px; -webkit-overflow-scrolling:touch}
 .w4p .sx{position:sticky;top:0;float:right;width:48px;height:48px;border:0;background:none; font-size:22px;line-height:1;color:var(--ink);cursor:pointer;z-index:1}
 .w4p .sin{padding-top:16px}
 .w4p .sin img{margin:0 0 18px}
@@ -338,3 +338,4 @@
 .w4p #w4d-panel .w4d-eq i{background:#8c4a2f}
 .w4p #w4d-lyrics-box{padding:14px 16px 18px;border-top:1px solid var(--line);font-family:'Noto Serif KR','AppleMyungjo',serif;font-size:15px;line-height:1.95;color:#39352e}
 .w4p #w4d-panel .w4d-info{line-height:1.45}
+.w4p{--kc-r:4px;--kc-tw:500;--kc-ts:16.5px;--kc-mc:var(--sub);--kc-sub:var(--sub);--kc-soft:var(--tint)}
diff --git a/solution/site/src/layouts/pine/Around.tsx b/solution/site/src/layouts/pine/Around.tsx
index d402303..7903a89 100644
--- a/solution/site/src/layouts/pine/Around.tsx
+++ b/solution/site/src/layouts/pine/Around.tsx
@@ -2,6 +2,7 @@ import {useState} from 'react';
 import type {LocalPlace} from '@o2o/shared';
 import {useSite} from '@site/lib/site-context';
 import {naverMapSearchUrl} from '@site/lib/format';
+import {PhotoCard} from '../kit/Card';
 import {Sheet} from '../paper/Sheet';
 import {useWide} from './useWide';
 
@@ -66,18 +67,14 @@ export function Around() {
   );
 
   const card = (place: LocalPlace) => (
-    <button key={place.name} type="button" className="place" onClick={() => setOpen(place)}>
-      {place.imageUrl && (
-        <div className="ph">
-          <img src={place.imageUrl} alt={place.name} loading="lazy" />
-        </div>
-      )}
-      <div className="bd">
-        <h3>{place.name}</h3>
-        {place.distanceText && <small>{place.distanceText}</small>}
-        {place.description && <p className="clamp">{place.description}</p>}
-      </div>
-    </button>
+    <PhotoCard
+      key={place.name}
+      image={place.imageUrl}
+      title={place.name}
+      meta={place.distanceText}
+      desc={place.description}
+      onClick={() => setOpen(place)}
+    />
   );
 
   return (
diff --git a/solution/site/src/layouts/pine/Hero.tsx b/solution/site/src/layouts/pine/Hero.tsx
index f66360a..900616f 100644
--- a/solution/site/src/layouts/pine/Hero.tsx
+++ b/solution/site/src/layouts/pine/Hero.tsx
@@ -1,7 +1,7 @@
 import {PlaceCategory} from '@o2o/shared';
-import {HeroCatchphrase} from '@site/sections/HeroCatchphrase';
+import {HeroCatchphrase, HeroRotator} from '@site/sections/HeroCatchphrase';
 import {useSite} from '@site/lib/site-context';
-import {bookingActionLabel, bookingLinks, heroFacts, isSectionEnabled, stayBookingView} from '@site/lib/derive';
+import {bookingActionLabel, bookingLinks, isSectionEnabled, stayBookingView} from '@site/lib/derive';
 import {Car} from '../paper/Car';
 import {BOOK_EVENT} from '../paper/Rooms';
 import {Weather} from './Weather';
@@ -18,13 +18,8 @@ export function Hero() {
   const fixed = narrative.tagline ?? narrative.heroSubline;
   const lodging = place.category === PlaceCategory.LODGING;
   const region = place.addressLocality ?? place.addressRegion;
-  const nearest = [...payload.local.attractions]
-    .filter((spot) => spot.distanceText)
-    .sort((a, b) => (a.distanceMeters ?? Infinity) - (b.distanceMeters ?? Infinity))[0];
-  const sub = fixed ?? (nearest ? `${nearest.name}까지 ${nearest.distanceText}` : undefined);
   const booking = bookingLinks(payload)[0];
   const stay = lodging ? stayBookingView(payload) : null;
-  const chips = heroFacts(payload).map((row) => `${row.label} ${row.value}`);
 
   return (
     <>
@@ -60,16 +55,7 @@ export function Hero() {
             ) : (
               fixed && <p className="hl in">{fixed}</p>
             )}
-            {lodging && sub && <p className="tagline">{sub}</p>}
-            {chips.length > 0 && (
-              <div className="chips">
-                {chips.map((chip) => (
-                  <span key={chip} className="chip">
-                    {chip}
-                  </span>
-                ))}
-              </div>
-            )}
+            <HeroRotator className="tagline" />
             <div className="hero-cta">
               {stay ? (
                 <button type="button" className="btn" onClick={() => window.dispatchEvent(new Event(BOOK_EVENT))}>
diff --git a/solution/site/src/layouts/pine/Weather.tsx b/solution/site/src/layouts/pine/Weather.tsx
index 9d1b242..b22a820 100644
--- a/solution/site/src/layouts/pine/Weather.tsx
+++ b/solution/site/src/layouts/pine/Weather.tsx
@@ -12,20 +12,9 @@ const MOOD_ICON = {
   눈: SnowIcon,
 } as const;
 
-const OBSERVED = new Intl.DateTimeFormat('ko-KR', {
-  timeZone: 'Asia/Seoul',
-  month: 'long',
-  day: 'numeric',
-  hour: '2-digit',
-  minute: '2-digit',
-  hourCycle: 'h23',
-});
-
 function observed(iso: string): string | undefined {
-  const date = new Date(iso);
-  if (Number.isNaN(date.getTime())) return undefined;
-  const parts = Object.fromEntries(OBSERVED.formatToParts(date).map((p) => [p.type, p.value]));
-  return `${parts.month} ${parts.day}일 ${parts.hour}:${parts.minute} 관측`;
+  const m = /^\d{4}-(\d{2})-(\d{2})T(\d{2}):(\d{2})/.exec(iso);
+  return m ? `${Number(m[1])}월 ${Number(m[2])}일 ${m[3]}:${m[4]} 관측` : undefined;
 }
 
 export function Weather() {
diff --git a/solution/site/src/layouts/pine/pine.css b/solution/site/src/layouts/pine/pine.css
index c87e496..43b77be 100644
--- a/solution/site/src/layouts/pine/pine.css
+++ b/solution/site/src/layouts/pine/pine.css
@@ -450,3 +450,5 @@
 .w4-pine #location .loc .map{aspect-ratio:auto;height:100%;min-height:320px}
 .w4-pine #location .loc .bd{align-self:center;padding:28px}
 .w4-pine #festival .car--multi .slide{flex:0 0 260px}}
+.w4-pine{--kc-r:14px;--kc-tw:600;--kc-mc:var(--pine);--kc-sub:var(--sub);--kc-soft:var(--alt)}
+.w4-pine .cards2{row-gap:24px}
diff --git a/solution/site/src/layouts/round/Around.tsx b/solution/site/src/layouts/round/Around.tsx
index 0fd2043..0b8db50 100644
--- a/solution/site/src/layouts/round/Around.tsx
+++ b/solution/site/src/layouts/round/Around.tsx
@@ -2,6 +2,7 @@ import {useState} from 'react';
 import type {LocalPlace} from '@o2o/shared';
 import {useSite} from '@site/lib/site-context';
 import {naverMapSearchUrl} from '@site/lib/format';
+import {PhotoCard} from '../kit/Card';
 import {Sheet} from '../paper/Sheet';
 import {useWide} from './useWide';
 
@@ -66,18 +67,14 @@ export function Around() {
   );
 
   const card = (place: LocalPlace) => (
-    <button key={place.name} type="button" className="place" onClick={() => setOpen(place)}>
-      {place.imageUrl && (
-        <div className="ph">
-          <img src={place.imageUrl} alt={place.name} loading="lazy" />
-        </div>
-      )}
-      <div className="bd">
-        <h3>{place.name}</h3>
-        {place.distanceText && <small>{place.distanceText}</small>}
-        {place.description && <p className="clamp">{place.description}</p>}
-      </div>
-    </button>
+    <PhotoCard
+      key={place.name}
+      image={place.imageUrl}
+      title={place.name}
+      meta={place.distanceText}
+      desc={place.description}
+      onClick={() => setOpen(place)}
+    />
   );
 
   return (
@@ -94,15 +91,13 @@ export function Around() {
             </div>
             <div className="guide guide--3">
               {rail.slice(0, railMax).map((place) => (
-                <button key={place.name} type="button" className="place" onClick={() => setOpen(place)}>
-                  <div className="ph">
-                    <img src={place.imageUrl} alt={place.name} loading="lazy" />
-                  </div>
-                  <div className="bd">
-                    <h3>{place.name}</h3>
-                    {place.distanceText && <small>{place.distanceText}</small>}
-                  </div>
-                </button>
+                <PhotoCard
+                  key={place.name}
+                  image={place.imageUrl}
+                  title={place.name}
+                  meta={place.distanceText}
+                  onClick={() => setOpen(place)}
+                />
               ))}
             </div>
             <a href="#/area" className="more">
diff --git a/solution/site/src/layouts/round/Hero.tsx b/solution/site/src/layouts/round/Hero.tsx
index 03e5e20..900616f 100644
--- a/solution/site/src/layouts/round/Hero.tsx
+++ b/solution/site/src/layouts/round/Hero.tsx
@@ -1,7 +1,7 @@
 import {PlaceCategory} from '@o2o/shared';
-import {HeroCatchphrase} from '@site/sections/HeroCatchphrase';
+import {HeroCatchphrase, HeroRotator} from '@site/sections/HeroCatchphrase';
 import {useSite} from '@site/lib/site-context';
-import {bookingActionLabel, bookingLinks, heroFacts, isSectionEnabled, stayBookingView} from '@site/lib/derive';
+import {bookingActionLabel, bookingLinks, isSectionEnabled, stayBookingView} from '@site/lib/derive';
 import {Car} from '../paper/Car';
 import {BOOK_EVENT} from '../paper/Rooms';
 import {Weather} from './Weather';
@@ -20,7 +20,6 @@ export function Hero() {
   const region = place.addressLocality ?? place.addressRegion;
   const booking = bookingLinks(payload)[0];
   const stay = lodging ? stayBookingView(payload) : null;
-  const chips = heroFacts(payload).map((row) => `${row.label} ${row.value}`);
 
   return (
     <>
@@ -56,16 +55,7 @@ export function Hero() {
             ) : (
               fixed && <p className="hl in">{fixed}</p>
             )}
-            {lodging && fixed && <p className="tagline">{fixed}</p>}
-            {chips.length > 0 && (
-              <div className="chips">
-                {chips.map((chip) => (
-                  <span key={chip} className="chip">
-                    {chip}
-                  </span>
-                ))}
-              </div>
-            )}
+            <HeroRotator className="tagline" />
             <div className="hero-cta">
               {stay ? (
                 <button type="button" className="btn" onClick={() => window.dispatchEvent(new Event(BOOK_EVENT))}>
diff --git a/solution/site/src/layouts/round/Weather.tsx b/solution/site/src/layouts/round/Weather.tsx
index 9d1b242..b22a820 100644
--- a/solution/site/src/layouts/round/Weather.tsx
+++ b/solution/site/src/layouts/round/Weather.tsx
@@ -12,20 +12,9 @@ const MOOD_ICON = {
   눈: SnowIcon,
 } as const;
 
-const OBSERVED = new Intl.DateTimeFormat('ko-KR', {
-  timeZone: 'Asia/Seoul',
-  month: 'long',
-  day: 'numeric',
-  hour: '2-digit',
-  minute: '2-digit',
-  hourCycle: 'h23',
-});
-
 function observed(iso: string): string | undefined {
-  const date = new Date(iso);
-  if (Number.isNaN(date.getTime())) return undefined;
-  const parts = Object.fromEntries(OBSERVED.formatToParts(date).map((p) => [p.type, p.value]));
-  return `${parts.month} ${parts.day}일 ${parts.hour}:${parts.minute} 관측`;
+  const m = /^\d{4}-(\d{2})-(\d{2})T(\d{2}):(\d{2})/.exec(iso);
+  return m ? `${Number(m[1])}월 ${Number(m[2])}일 ${m[3]}:${m[4]} 관측` : undefined;
 }
 
 export function Weather() {
diff --git a/solution/site/src/layouts/round/round.css b/solution/site/src/layouts/round/round.css
index 5e11270..f585c11 100644
--- a/solution/site/src/layouts/round/round.css
+++ b/solution/site/src/layouts/round/round.css
@@ -337,3 +337,5 @@
 .w4-round #about .amen li.on .ic{color:#15803d}
 .w4-round #about .amen li.off .ic{color:#c2410c}
 .w4-round #about .amen li.off{color:var(--sub)}
+.w4-round{--kc-r:var(--r-card);--kc-tw:700;--kc-mc:var(--accent);--kc-sub:var(--sub);--kc-soft:var(--alt)}
+.w4-round .cards2,.w4-round .guide--3{row-gap:24px}
diff --git a/solution/site/src/lib/format.ts b/solution/site/src/lib/format.ts
index 63a8194..d72f785 100644
--- a/solution/site/src/lib/format.ts
+++ b/solution/site/src/lib/format.ts
@@ -11,7 +11,8 @@ export function formatKoreanDate(iso: string | null | undefined): string {
   if (!iso) return '';
   const date = new Date(iso);
   if (Number.isNaN(date.getTime())) return '';
-  return `${date.getFullYear()}년 ${date.getMonth() + 1}월 ${date.getDate()}일`;
+  const [year, month, day] = date.toLocaleDateString('sv-SE', {timeZone: 'Asia/Seoul'}).split('-').map(Number);
+  return `${year}년 ${month}월 ${day}일`;
 }
 
 /** 왜 한글 표기가 아닌가 답변 엔진은 본문에서 YYYY-MM-DD 를 찾아 최신성을 매긴다. */
diff --git a/solution/site/src/lib/use-live-weather.ts b/solution/site/src/lib/use-live-weather.ts
index 24ee0cd..7405803 100644
--- a/solution/site/src/lib/use-live-weather.ts
+++ b/solution/site/src/lib/use-live-weather.ts
@@ -41,7 +41,7 @@ export function condition(code: number): string {
   return WEATHER_CONDITION_BY_CODE[code] ?? '흐림';
 }
 
-/** 프리렌더 스냅샷으로 시작하고, 하이드레이션이 끝난 뒤에만 최신 캐시를 반영한다. */
+/** 날씨는 열 때마다 바뀌는 값이라 HTML 에 굽지 않는다 — 하이드레이션 뒤에 스냅샷을 띄우고 최신 값으로 갈아 끼운다. */
 export function useLiveWeather({
   initial,
   regionCode,
@@ -53,7 +53,11 @@ export function useLiveWeather({
   latitude?: number;
   longitude?: number;
 }): LiveWeather | undefined {
-  const [weather, setWeather] = useState<LiveWeather | undefined>(initial);
+  const [weather, setWeather] = useState<LiveWeather | undefined>(undefined);
+
+  useEffect(() => {
+    setWeather((current) => current ?? initial);
+  }, [initial]);
 
   useEffect(() => {
     if (!regionCode || latitude == null || longitude == null) return;
diff --git a/solution/site/src/sections/HeroCatchphrase.tsx b/solution/site/src/sections/HeroCatchphrase.tsx
index d6df327..89997a6 100644
--- a/solution/site/src/sections/HeroCatchphrase.tsx
+++ b/solution/site/src/sections/HeroCatchphrase.tsx
@@ -1,37 +1,127 @@
-import {useEffect, useState, type CSSProperties} from 'react';
-import {PlaceCategory} from '@o2o/shared';
+import {useEffect, useLayoutEffect, useRef, useState, type CSSProperties} from 'react';
+import {PlaceCategory, type Narrative} from '@o2o/shared';
 import {useSite} from '@site/lib/site-context';
 import lines from '@site/lib/lodging-catchphrases.json';
 import './hero-catchphrase.css';
 
-export function HeroCatchphrase({children}: {children?: string}) {
-  const {place, narrative} = useSite();
-  const lodging = place.category === PlaceCategory.LODGING;
-  const [index, setIndex] = useState(0);
-  const own = (narrative.catchphrases?.items ?? [])
-    .filter((item) => (item.kind ?? 'general') === 'general')
-    .map((item) => item.text.trim())
-    .filter(Boolean);
-  const phrases = own.length > 0 ? own : lines;
-  useEffect(() => {
-    if (!lodging) return;
-    const motion = window.matchMedia('(prefers-reduced-motion: reduce)');
-    const timer = window.setInterval(() => {
-      if (!document.hidden && !motion.matches) setIndex((value) => (value + 1) % phrases.length);
-    }, 6000);
-    return () => window.clearInterval(timer);
-  }, [lodging, phrases.length]);
+type Item = NonNullable<Narrative['catchphrases']>['items'][number];
 
-  if (!lodging) return children;
-  const text = phrases[index % phrases.length];
+const ROTATE_MS = 6000;
+const SEASON_OF_MONTH = ['겨울', '겨울', '봄', '봄', '봄', '여름', '여름', '여름', '가을', '가을', '가을', '겨울'];
+
+function stableIndex(key: string, size: number): number {
+  let hash = 0;
+  for (const ch of key) hash = (hash * 31 + ch.charCodeAt(0)) >>> 0;
+  return hash % size;
+}
+
+export function weatherBucket(condition?: string): string | undefined {
+  if (!condition) return undefined;
+  if (/눈/.test(condition)) return '눈';
+  if (/비|소나기/.test(condition)) return '비';
+  if (/흐림|구름/.test(condition)) return '흐림';
+  if (/맑/.test(condition)) return '맑음';
+  return undefined;
+}
+
+export function buildCycle(items: Item[], month: number, weather?: string, shuffle = true): string[] {
+  const text = (list: Item[]) => list.map((item) => item.text.trim()).filter(Boolean);
+  const general = text(items.filter((item) => (item.kind ?? 'general') === 'general'));
+  if (shuffle) {
+    for (let i = general.length - 1; i > 0; i -= 1) {
+      const j = Math.floor(Math.random() * (i + 1));
+      [general[i], general[j]] = [general[j], general[i]];
+    }
+  }
+  const pick = (list: string[]) => (list.length ? list[Math.floor(Math.random() * list.length)] : undefined);
+  const season = text(items.filter((item) => item.kind === 'season' && item.season === SEASON_OF_MONTH[month - 1]));
+  const monthly = text(items.filter((item) => item.kind === 'month' && Number(item.month) === month));
+  const weathered = weather ? text(items.filter((item) => item.kind === 'weather' && item.weather === weather)) : [];
+  const out: string[] = [];
+  let g = 0;
+  const nextGeneral = () => general[g++ % Math.max(general.length, 1)];
+  for (let round = 0; round < Math.max(1, Math.ceil(general.length / 3)); round += 1) {
+    out.push(nextGeneral(), shuffle ? pick(season) ?? '' : season[0] ?? '', nextGeneral(), shuffle ? pick(monthly) ?? '' : monthly[0] ?? '', nextGeneral());
+    if (weathered.length) out.push(shuffle ? pick(weathered) ?? '' : weathered[0]);
+  }
+  return out.filter(Boolean);
+}
+
+export function useMainCatchphrase(fallback?: string): string | undefined {
+  const {place, narrative, site} = useSite();
+  if (place.category !== PlaceCategory.LODGING) return undefined;
+  const own = (narrative.tagline ?? narrative.heroSubline ?? fallback)?.trim();
+  return own || lines[stableIndex(site.siteId || place.name, lines.length)];
+}
+
+export function HeroCatchphrase({children}: {children?: string}) {
+  const text = useMainCatchphrase(children);
+  if (!text) return children;
   return (
     <span className="hero-catchphrase">
-      {children && <span className="hero-catchphrase-fixed">{children}</span>}
-      <span className="w4d-line w4d-line--in" key={index}>
-        {text.split(/\s+/).map((word, i) => (
-          <span key={i}>{i > 0 && ' '}<span className="w4d-w"><span style={{'--w4d-d': `${i * 55}ms`} as CSSProperties}>{word}</span></span></span>
-        ))}
-      </span>
+      {text.split(/\s+/).map((word, i) => (
+        <span key={i}>
+          {i > 0 && ' '}
+          <span className="w4d-w">
+            <span style={{'--w4d-d': `${i * 55}ms`} as CSSProperties}>{word}</span>
+          </span>
+        </span>
+      ))}
     </span>
   );
 }
+
+export function HeroRotator({className}: {className?: string}) {
+  const {place, narrative, local} = useSite();
+  const box = narrative.catchphrases;
+  const items = box?.items ?? [];
+  const month = new Date().getMonth() + 1;
+  const [cycle, setCycle] = useState(() => buildCycle(items, month, weatherBucket(local.weather?.condition), false));
+  const [index, setIndex] = useState(0);
+  const [minHeight, setMinHeight] = useState<number>();
+  const ref = useRef<HTMLParagraphElement>(null);
+
+  useEffect(() => {
+    setCycle(buildCycle(box?.items ?? [], new Date().getMonth() + 1, weatherBucket(local.weather?.condition)));
+  }, [box, local.weather?.condition]);
+
+  useEffect(() => {
+    if (cycle.length < 2) return;
+    const motion = window.matchMedia('(prefers-reduced-motion: reduce)');
+    const timer = window.setInterval(() => {
+      if (!document.hidden && !motion.matches) setIndex((value) => (value + 1) % cycle.length);
+    }, ROTATE_MS);
+    return () => window.clearInterval(timer);
+  }, [cycle.length]);
+
+  useLayoutEffect(() => {
+    const node = ref.current;
+    if (!node) return;
+    const measure = () => {
+      const width = node.getBoundingClientRect().width;
+      if (!width) return;
+      const probe = node.cloneNode(false) as HTMLElement;
+      probe.style.cssText = `position:absolute;visibility:hidden;pointer-events:none;min-height:0;width:${width}px`;
+      node.parentNode?.appendChild(probe);
+      let max = 0;
+      for (const line of cycle) {
+        probe.textContent = line;
+        max = Math.max(max, probe.getBoundingClientRect().height);
+      }
+      probe.remove();
+      setMinHeight(Math.ceil(max));
+    };
+    measure();
+    window.addEventListener('resize', measure);
+    return () => window.removeEventListener('resize', measure);
+  }, [cycle]);
+
+  if (place.category !== PlaceCategory.LODGING || cycle.length === 0) return null;
+  return (
+    <p ref={ref} className={['hero-rotator', className].filter(Boolean).join(' ')} style={{minHeight}} aria-live="off">
+      <span className="hero-rotator-line" key={`${index}-${cycle[index % cycle.length]}`}>
+        {cycle[index % cycle.length]}
+      </span>
+    </p>
+  );
+}
diff --git a/solution/site/src/sections/WeatherSection.tsx b/solution/site/src/sections/WeatherSection.tsx
index 00da37f..cffea81 100644
--- a/solution/site/src/sections/WeatherSection.tsx
+++ b/solution/site/src/sections/WeatherSection.tsx
@@ -1,8 +1,8 @@
 /** 오늘의 날씨. */
 import {Cloud, CloudRain, CloudSnow, Sun} from 'lucide-react';
-import type {WeatherSky} from '@o2o/shared';
+import type {WeatherSky, WeatherSnapshot} from '@o2o/shared';
 import {useSite} from '@site/lib/site-context';
-import {useLiveWeather} from '@site/lib/use-live-weather';
+import {useLiveWeather, type LiveWeather} from '@site/lib/use-live-weather';
 import {useWeatherNotes} from '@site/lib/use-weather-note';
 import {weatherBand, weatherMood} from '@site/lib/derive';
 import {Card, Section} from '@site/lib/ui';
@@ -16,6 +16,20 @@ function observedText(iso: string | undefined): string | undefined {
   return `${Number(month)}월 ${Number(day)}일 ${hour}:${minute} 관측`;
 }
 
+/** 하늘 문구는 아홉 갈래(WeatherSky), 기온 문구는 기온대로 고른다. */
+export function weatherLineSources(weather: LiveWeather | undefined, notes: WeatherSnapshot | undefined) {
+  const mood = weatherMood(weather?.condition ?? '');
+  const band = weatherBand(weather?.temperature ?? 0);
+  const condition = (weather?.condition ?? '') as WeatherSky;
+  const skyKey: WeatherSky = notes?.noteSets?.[condition] ? condition : mood;
+  return {
+    sky: notes?.noteSets?.[skyKey],
+    skyFallback: notes?.notes?.[mood] ?? weather?.note,
+    temp: notes?.tempNoteSets?.[band],
+    tempFallback: notes?.tempNotes?.[band],
+  };
+}
+
 export function WeatherSection() {
   const payload = useSite();
   const weather = useLiveWeather({
@@ -27,15 +41,9 @@ export function WeatherSection() {
 
   const mood = weatherMood(weather?.condition ?? '');
   const band = weatherBand(weather?.temperature ?? 0);
-  const notes = payload.local.weather;
-  // 하늘 문구는 아홉 갈래로 고른다(WeatherSky).
-  const condition = (weather?.condition ?? '') as WeatherSky;
-  const skyKey: WeatherSky = notes?.noteSets?.[condition] ? condition : mood;
+  const sources = weatherLineSources(weather, payload.local.weather);
   /* 없으면 줄 자체를 그리지 않는다 — 기온대는 항상 계산되지만 문장은 사장님이 적은 것뿐이라, 빈 칸을 우리가 채우면 지어낸 관광 안내가 된다. */
-  const [line, bandLine] = useWeatherNotes(
-    notes?.noteSets?.[skyKey], notes?.notes?.[mood] ?? weather?.note,
-    notes?.tempNoteSets?.[band], notes?.tempNotes?.[band],
-  );
+  const [line, bandLine] = useWeatherNotes(sources.sky, sources.skyFallback, sources.temp, sources.tempFallback);
   if (!weather) return null;
   const observed = observedText(weather.observedAt);
   const SkyIcon = MOOD_ICON[mood];
diff --git a/solution/site/src/sections/hero-catchphrase.css b/solution/site/src/sections/hero-catchphrase.css
index 2d6b627..74da5c2 100644
--- a/solution/site/src/sections/hero-catchphrase.css
+++ b/solution/site/src/sections/hero-catchphrase.css
@@ -1,12 +1,16 @@
-.hero-catchphrase { display: block; }
-.hero-catchphrase-fixed { display: block; }
-.hero-catchphrase .w4d-line { display: block; margin-top: 0.5rem; min-height: 1.5em; word-break: keep-all; }
+.hero-catchphrase { display: block; word-break: keep-all; }
 .hero-catchphrase .w4d-w { display: inline-block; overflow: hidden; vertical-align: bottom; }
 .hero-catchphrase .w4d-w > span { display: inline-block; animation: lodging-word-in 0.45s both; animation-delay: var(--w4d-d); }
+.hero-rotator { word-break: keep-all; }
+.hero-rotator-line { display: block; animation: hero-rotator-in 0.6s both; }
 @keyframes lodging-word-in {
   from { opacity: 0; transform: translateY(100%); }
   to { opacity: 1; transform: translateY(0); }
 }
-@media (prefers-reduced-motion: reduce) {
-  .hero-catchphrase .w4d-w > span { animation: none; }
+@keyframes hero-rotator-in {
+  from { opacity: 0; transform: translateY(6px); }
+  to { opacity: 1; transform: translateY(0); }
+}
+@media (prefers-reduced-motion: reduce) {
+  .hero-catchphrase .w4d-w > span, .hero-rotator-line { animation: none; }
 }
diff --git a/solution/site/src/sections/hero-catchphrase.test.tsx b/solution/site/src/sections/hero-catchphrase.test.tsx
index 7613179..3305d99 100644
--- a/solution/site/src/sections/hero-catchphrase.test.tsx
+++ b/solution/site/src/sections/hero-catchphrase.test.tsx
@@ -1,26 +1,65 @@
 import {expect, it} from 'vitest';
 import {renderToStaticMarkup} from 'react-dom/server';
-import {PlaceCategory} from '@o2o/shared';
+import {PlaceCategory, type SitePayload} from '@o2o/shared';
 import {SiteProvider} from '@site/lib/site-context';
 import {LayoutProvider} from '@site/lib/layout';
 import {LAYOUTS} from '@site/layouts';
 import {MOONLIGHT_STAY_PAYLOAD} from '@site/fixtures/moonlight-stay';
 import lines from '@site/lib/lodging-catchphrases.json';
-import {HeroCatchphrase} from './HeroCatchphrase';
+import {buildCycle, HeroCatchphrase, HeroRotator, weatherBucket} from './HeroCatchphrase';
 
-it('keeps the original lodging tagline in the static HTML', () => {
-  const html = renderToStaticMarkup(<SiteProvider payload={MOONLIGHT_STAY_PAYLOAD}><LayoutProvider value={LAYOUTS.basic}><HeroCatchphrase>고유문구</HeroCatchphrase></LayoutProvider></SiteProvider>);
-  expect(html).toContain('<span class="hero-catchphrase-fixed">고유문구</span>');
-  expect(html).toContain('w4d-line--in');
-  const text = html.replace(/<[^>]+>/g, '');
-  expect(text).toContain('고유문구' + lines[0]);
+const text = (html: string) => html.replace(/<[^>]+>/g, '');
+const render = (payload: SitePayload, node: React.ReactNode) =>
+  renderToStaticMarkup(<SiteProvider payload={payload}><LayoutProvider value={LAYOUTS.basic}>{node}</LayoutProvider></SiteProvider>);
+
+it('shows the one fixed catchphrase and nothing that rotates in its place', () => {
+  const payload = structuredClone(MOONLIGHT_STAY_PAYLOAD);
+  payload.narrative.tagline = '담 너머 백 년 된 집';
+  expect(text(render(payload, <HeroCatchphrase />))).toBe('담 너머 백 년 된 집');
 });
 
-it('does not add lodging copy or controls to another category', () => {
+it('falls back to one common line when the place has no catchphrase', () => {
+  const payload = structuredClone(MOONLIGHT_STAY_PAYLOAD);
+  delete payload.narrative.tagline;
+  delete payload.narrative.heroSubline;
+  expect(lines).toContain(text(render(payload, <HeroCatchphrase />)));
+});
+
+it('does not add lodging copy to another category', () => {
   const payload = structuredClone(MOONLIGHT_STAY_PAYLOAD);
   payload.place.category = PlaceCategory.CAFE;
-  const html = renderToStaticMarkup(<SiteProvider payload={payload}><LayoutProvider value={LAYOUTS.basic}><HeroCatchphrase>카페 소개</HeroCatchphrase></LayoutProvider></SiteProvider>);
-  expect(html).toBe('카페 소개');
+  expect(render(payload, <HeroCatchphrase>카페 소개</HeroCatchphrase>)).toBe('카페 소개');
+});
+
+it('leaves the rotating line out when there is nothing to rotate', () => {
+  const payload = structuredClone(MOONLIGHT_STAY_PAYLOAD);
+  delete payload.narrative.catchphrases;
+  expect(render(payload, <HeroRotator />)).toBe('');
+});
+
+it('rotates general, season, general, month, general, weather like the stay mockup', () => {
+  const cycle = buildCycle(
+    [
+      {text: '일반1', kind: 'general'},
+      {text: '일반2', kind: 'general'},
+      {text: '일반3', kind: 'general'},
+      {text: '가을 문구', kind: 'season', season: '가을'},
+      {text: '봄 문구', kind: 'season', season: '봄'},
+      {text: '9월 문구', kind: 'month', month: 9},
+      {text: '비 문구', kind: 'weather', weather: '비'},
+    ],
+    9,
+    '비',
+    false,
+  );
+  expect(cycle).toEqual(['일반1', '가을 문구', '일반2', '9월 문구', '일반3', '비 문구']);
+});
+
+it('reads the sky into the four weather buckets', () => {
+  expect(weatherBucket('구름많음')).toBe('흐림');
+  expect(weatherBucket('비/눈')).toBe('눈');
+  expect(weatherBucket('소나기')).toBe('비');
+  expect(weatherBucket('맑음')).toBe('맑음');
 });
 
 it('ships ten distinct short phrases', () => {
diff --git a/solution/site/src/sections/weather.test.tsx b/solution/site/src/sections/weather.test.tsx
index 6bda9f8..91917ef 100644
--- a/solution/site/src/sections/weather.test.tsx
+++ b/solution/site/src/sections/weather.test.tsx
@@ -4,7 +4,7 @@ import {SiteProvider} from '@site/lib/site-context';
 import {LayoutProvider} from '@site/lib/layout';
 import {LAYOUTS} from '@site/layouts';
 import {MOONLIGHT_STAY_PAYLOAD} from '@site/fixtures/moonlight-stay';
-import {WeatherSection} from './WeatherSection';
+import {WeatherSection, weatherLineSources} from './WeatherSection';
 import type {WeatherSnapshot} from '@o2o/shared';
 
 function render(weather?: WeatherSnapshot) {
@@ -13,29 +13,33 @@ function render(weather?: WeatherSnapshot) {
   return renderToStaticMarkup(<SiteProvider payload={payload}><LayoutProvider value={LAYOUTS.basic}><WeatherSection /></LayoutProvider></SiteProvider>);
 }
 
-it('uses the first sky and temperature lines for deterministic HTML', () => {
+it('keeps the weather out of the baked HTML — it is filled in the browser', () => {
+  const html = render({temperature: 30, observedAt: '2026-09-15T12:00', condition: '대체로 맑음', noteSets: {'대체로 맑음': ['맑음 첫 줄']}});
+  expect(html).toBe('');
+});
+
+it('picks sky lines by condition and temperature lines by band', () => {
   const weather = {temperature: 30, observedAt: '2026-09-15T12:00', condition: '대체로 맑음', noteSets: {'대체로 맑음': ['맑음 첫 줄', '다음 줄']}, tempNoteSets: {'혹서': ['더위 첫 줄']}};
-  expect(render(weather)).toContain('맑음 첫 줄');
-  expect(render(weather)).toContain('더위 첫 줄');
-  expect(render(weather)).not.toContain('다음 줄');
-  expect(render(weather)).toBe(render(weather));
+  const sources = weatherLineSources(weather, weather);
+  expect(sources.sky).toEqual(['맑음 첫 줄', '다음 줄']);
+  expect(sources.temp).toEqual(['더위 첫 줄']);
 });
 
 it('uses condition-specific notes for fog, showers and thunderstorms', () => {
   const weather = {temperature: 20, observedAt: '2026-09-15T12:00', condition: '보통 소나기', noteSets: {'보통 소나기': ['소나기 첫 줄']}, tempNoteSets: {'선선': ['선선 첫 줄']}};
-  expect(render(weather)).toContain('소나기 첫 줄');
+  expect(weatherLineSources(weather, weather).sky).toEqual(['소나기 첫 줄']);
 });
 
 it('uses condition-specific notes for the rain subtypes', () => {
   const weather = {temperature: 5, observedAt: '2026-09-15T12:00', condition: '강한 착빙성 비', noteSets: {'강한 착빙성 비': ['어는비 첫 줄'], '보통 비': ['일반 비 첫 줄']}, tempNoteSets: {'추움': ['추움 첫 줄']}};
-  expect(render(weather)).toContain('어는비 첫 줄');
-  expect(render(weather)).not.toContain('일반 비 첫 줄');
+  expect(weatherLineSources(weather, weather).sky).toEqual(['어는비 첫 줄']);
 });
 
 it('preserves legacy single notes', () => {
-  const html = render({temperature: 15, observedAt: '2026-09-15T12:00', condition: '비', notes: {'비': '기존 비 안내'}, tempNotes: {'쌀쌀': '겉옷 안내'}});
-  expect(html).toContain('기존 비 안내');
-  expect(html).toContain('겉옷 안내');
+  const weather = {temperature: 15, observedAt: '2026-09-15T12:00', condition: '비', notes: {'비': '기존 비 안내'}, tempNotes: {'쌀쌀': '겉옷 안내'}};
+  const sources = weatherLineSources(weather, weather);
+  expect(sources.skyFallback).toBe('기존 비 안내');
+  expect(sources.tempFallback).toBe('겉옷 안내');
 });
 
 it('does not invent weather when an observation is missing', () => {