Local matchmaking programs make comeback despite past backlash
Participants play games during a cherry blossom-themed matchmaking event hosted by Seodaemun District in Seoul on April 11. Courtesy of Seodaemun District
Meetup events gain attention amid shift away from birthrate policy framing
Spring is in the air, and a renewed wave of matchmaking events hosted by local governments across Korea is gaining momentum. Once criticized as outdated attempts to address the country’s low birthrate, publicly backed dating programs are now gaining traction again, this time with more subtle framing and enthusiastic responses from young participants.
In Seoul, the city government is actively promoting a series of meet-up events for unmarried residents, with some likening the initiative to a “Seoul-style ‘I Am Solo’,” referencing the popular dating reality show.
This revival comes roughly a year and a half after Seoul scrapped its 2023 “Seoulting” program due to backlash over the use of taxpayer funds and accusations of bureaucratic overreach.
So what’s different now? Officials say that distancing the programs from direct low birthrate solutions and minimizing city funding has helped soften criticism.
Instead, events are framed as casual opportunities for social connection. That strategy seems to be working. Local districts are also jumping on board, offering their own themed gatherings to foster organic encounters among residents.
From flop to fan favorite
One key turning point was Seoul’s “Seollem in Hangang” event last November, with “Seollem” meaning a fluttering feeling or sense of excitement. Unlike the defunct “Seoulting,” the city secured full private sponsorship and did not allocate municipal funds. The response was overwhelming: 3,286 people applied for just 100 spots, and the event resulted in 27 couples.
Buoyed by that success, the city has announced plans to host four similar events this year, beginning with “Seollem, Art Night” in February.
Seoul’s districts are also embracing the trend. Seodaemun District recently held a cherry blossom-themed event for unmarried residents aged 28 to 39. “It was a chance to not only promote Seodaemun’s spring scenery but also encourage positive perceptions of marriage,” a district official said.
Two older people take part in a meetup event at Unhyeon Palace in Jongno District, Seoul, Oct. 23, 2024. Korea Times photo by Ryu Ki-chan
Shift away from birthrate policy
Officials say the programs are no longer being marketed as population policies, but rather as light-hearted, voluntary social events.
“We’re not trying to force marriage or childbirth through these meet-ups,” said a Seoul city official. “By moving away from the low birthrate policy framing and focusing instead on offering natural spaces for interaction, we’ve seen a reduction in public backlash.”
That change in tone extends to other demographics as well. Jongno District, where over 21 percent of residents are 65 or older, hosted a group meeting for seniors last year aimed not at marriage, but at reducing isolation among older adults. The program proved popular and will return this spring and fall.
Outside Seoul, the city of Daejeon is running its own initiative, “Connection in Daejeon,” with 23 sessions planned throughout the year, expecting to draw around 700 participants.
Still, experts caution that careful planning is crucial. “These programs are socially valuable, especially considering the high cost of private matchmaking services,” said Yoon In-jin, sociology professor at Korea University. “But organizers must ensure thorough participant screening and respect for privacy and dignity throughout the process.”
This article from the Hankook Ilbo, a sister publication of The Korea Times, is translated by a generative AI and edited by The Korea Times.