The rise of luxury weddings in South Korea and the quiet rebellion against them

For many young couples, a wedding at one of Seoul’s top hotels is seen as a symbol of success. Meanwhile, others are opting for more intimate gatherings—or forgoing the traditional ceremony altogether.

Yeong Bin Gwan at The Shilla Seoul, often referred to as the "dream wedding venue."/The Shilla Seoul

As Mr. A, a man in his 30s, prepares for his upcoming marriage, he faces a dilemma—his fiancée desires a wedding at Yeong Bin Gwan, the luxurious venue at The Shilla Seoul, a top choice among South Korea’s elite. With costs reaching 100 million won ($74,000) during peak wedding seasons, Mr. A, who earns about 70 million won annually, feels immense pressure to fulfill his fiancée’s dream, despite the financial strain. “It’s not a place for someone like me, but I feel like I’ll be resented if we don’t have the wedding here,” he admits, even considering breaking his savings to make it possible.

This is not an isolated case. As fall, a popular wedding season, arrives, couples in their 20s and 30s are flocking to Seoul’s luxury hotel wedding venues. These high-end locations, including The Shilla Seoul, Signiel Seoul, The Westin Josun Seoul, and Four Seasons Hotel Seoul, demand staggering fees—ranging from 40 million won to as high as 100 million won. Despite these exorbitant prices, some of these hotels are booked solid through next winter. A representative from The Westin Josun Seoul noted, “If you’re looking to book now, the earliest available dates are next winter. Even weekdays like Tuesday and Wednesday, which are generally less popular, are filling up fast.”

So, why are young couples willing to spend more than the average office worker’s salary on a single day? It seems the allure of a grand wedding at a prestigious venue like Yeong Bin Gwan has become a bucket-list item. A survey conducted by matchmaking company Duo last month revealed that 64% of 500 single men and women preferred hotel weddings. For some, it’s a life goal. Ms. B, a woman in her 20s, shared that her upcoming wedding at Signiel Seoul was a dream come true. “It was my life goal to get married at Signiel, and my fiancé and I took out a loan to make it happen,” she said.

Signiel Seoul, located on the 76th floor of the towering Lotte World Tower, is known for its breathtaking panoramic views of Seoul. For five hours during peak seasons, the venue charges 11 million won, with meal costs starting at 35 million won. The most affordable dining option costs 230,000 won per guest, with a minimum of 150 guests required. Ms. B, who is set to wed there next spring, confessed she even sent invitations to middle school friends she had lost touch with. “Our combined income is around 100 million won a year, but I’m satisfied with our decision,” she said. Some men in professional fields like law and medicine also favor hotel weddings, viewing them as necessary to “maintain dignity.”

The wedding hall at Signiel Seoul./Signiel Seoul

The appeal of luxury weddings doesn’t stop at the venue. Signiel Seoul, for example, markets its wedding package as a “Wedding in Heaven,” boasting stunning views and a menu curated by a Michelin three-star French chef. The Shilla Seoul’s Yeong Bin Gwan similarly promotes itself as the perfect venue for an elegant and timeless wedding, offering gourmet meals and fine wines to make the day unforgettable.

Industry experts point to the pandemic’s impact on mid-range wedding venues, which closed in large numbers due to the sharp decline in weddings. As a result, couples now turn to luxury hotels, driving up demand for extravagant ceremonies. According to National Tax Service data, the number of wedding venues in South Korea fell by 26.3%, from 1,030 in 2018 to 759 by the end of 2022. Meanwhile, the number of weddings dropped to a historic low of 191,690 in 2022, before rebounding to 193,657 in 2023. This year, weddings in April and May saw a more than 20% increase compared to the previous year. “These days, people in their 20s and 30s would rather spend more for a wedding to remember than settle for something average,” said a hotel industry insider.

As luxury weddings become the norm, guests are also feeling the financial strain. With hotel meal costs rising to as much as 350,000 won per guest, the traditional gift of 50,000 to 100,000 won is no longer enough. “I attended a hotel wedding recently and realized that 100,000 won wasn’t enough, so I had to withdraw another 50,000 won from an ATM,” said Kim Ye-song, a 31-year-old office worker. Guidelines for wedding gifts have even emerged: 50,000 won for acquaintances, 100,000 won for close friends, 150,000 won if attending with a partner, and 300,000 won for very close friends.

At the same time, some couples are opting for smaller, more intimate ceremonies or even skipping weddings altogether to avoid the excessive costs. Yoon, a 35-year-old employee at a major corporation, recently held a simple ceremony with 30 guests at his university campus. “Spending nearly 100 million won on a wedding is absurd,” he said. Others share similar sentiments, preferring to invest in property rather than spend on lavish ceremonies. In Duo’s recent survey, 31% of respondents said they don’t believe a wedding ceremony is necessary, citing high costs (33%), the belief that weddings are superficial (31%), and a preference to invest in other areas (22%).

[An Jun-heyn]

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