As the trend of luxury proposals gains attention, the hotel industry is rolling out a variety of tailored package deals. The photo shows the ‘Long & Lasting Love’ package offered by Signiel Seoul, a hotel operated by Lotte Hotel. (Photo courtesy of Lotte Hotel)
SEOUL, Aug. 18 (Korea Bizwire) — As Portuguese soccer star Cristiano Ronaldo grabs global headlines with a 7 billion won diamond engagement ring, South Korea is witnessing its own wave of extravagant marriage proposals.
Social media is awash with images of luxury handbags, five-star hotel suites, and designer jewelry, reflecting a growing trend of high-end courtship rituals among the country’s youth.
A recent study by Professor Yang Su-jin of Sungshin Women’s University reveals that opulence has become the new norm in Korean proposal culture. Published in the latest edition of Consumer Policy and Education Research, the study analyzed 128 Instagram posts tagged with “proposal” between September 1–15, 2024.
It found that luxury hotels were the most favored venues, with 42% of posts featuring hotel settings—most notably five-star properties like Seoul’s Signiel Hotel, often boasting room numbers from the 99th or 93rd floors as subtle status markers.
Designer goods are central to the modern proposal toolkit. Chanel topped the list for handbags, while Van Cleef & Arpels necklaces were the most popular jewelry choice. In some cases, even luxury car brands like BMW featured as symbolic accessories.
The glamorization of proposals is dovetailing with the broader surge in wedding costs. According to a 2025 report by Hana Institute of Finance, the average cost of a Korean wedding now exceeds 200 million won, with engaged couples budgeting closer to 230 million won—a million-won annual increase.
Five-star hotels offer “proposal packages” costing well over 1 million won, and some event decorators charge hundreds of thousands of won to embellish rooms with flowers and balloons. When combined with luxury gifts, the price tag of a proposal can easily rival that of the ceremony itself.
As the trend of luxury proposals gains attention, the hotel industry is unveiling a variety of package offerings. The photo shows the ‘Timeless Romance’ proposal package previously offered by Josun Palace Seoul Gangnam.” (Photo courtesy of Josun Palace)
The phenomenon isn’t merely a social media spectacle. A 2025 survey by Korea Research found that 55% of unmarried Koreans in their 20s believe a proposal event is necessary—a higher rate than any other age group.
Experts say this behavior reflects a confluence of digital-era exhibitionism and Korea’s deeply rooted marriage expectations. “In Korea, there’s a perception that one must achieve financial and social stability to marry,” said Lee Eun-hee, a professor of consumer science at Inha University. “This culture of luxury proposals can exacerbate feelings of inferiority among those who feel left behind.”
While some, like Professor Choi Chul of Sookmyung Women’s University, argue that luxury consumption is a form of self-fulfillment, others warn of its consequences. The research team behind the study calls for greater “social media literacy” to help young people critically assess the curated images of idealized romance. It also advocates for public education programs to promote realistic, financially sound wedding planning.
As Korea enters the fall wedding season, luxury proposals may continue to rise. But beneath the glitter lies a complex interplay of aspiration, pressure, and inequality—one Instagram post at a time.
Lina Jang (linajang@koreabizwire.com)
