Why the new Avante full option costs over 40 million won

You can see it from the manufacturer's perspective
As the vehicle segment goes up, the profit margin
improves for the manufacturer
They are trying to induce "that money for that" (upselling) to make people move up to the Sonata or Grandeur
People who are going to buy an Avante anyway
will compromise on options and buy one in the mid-20 million won range
While it has improved a lot compared to the old days when it was in the high 10 million won range
At the end of the day, an Avante is still an Avante, and its fundamental positioning hasn't changed, so there won't be many people willing to drop 30-something or 40-something million won on one..
Of course, it is also expensive because new options and technologies have been added that weren't even available as choices back in the day.. lol