Purple tags in the hongmoon store?

[Inugami]

Sorry if this is already answered somewhere more obvious, but I am trying to figure out what the purple tags on items in the hongmoon store with a small white "Thumbs up" symbol mean? I can see one on many items such as the silverfrost key and the Soul Mate outfit, so I was curious (Mostly because I'm wondering if it means they are being taken out?) Thanks to any who can help.

[l7l7]

I'm guessing it has something to do with a popular item being bought, it's not as popular as items that are tagged "hot" but you get it.