Single, taken or somewhere in between? Korea has a day for you
Rosé x Skims Valentine’s Day Collection / Courtesy of Skims
By Kim Sur-hyun
Countless K-dramas and reality dating shows have introduced Korea’s dating culture to the world. From women making homemade sweets for Valentine’s Day to men giving gifts on White Day, Korea’s romantic traditions continue to pique the interest of global audiences through K-content.
While Valentine’s Day is a major event for couples, Korea does not limit romance to just one day — or even just one relationship status. The country has special days where couples, friends and even singles celebrate love in its many forms.
Feb. 14: Valentine’s Day
Feb. 14 is recognized worldwide as Valentine’s Day. While it originated as a Christian feast day for Saint Valentine, the holiday became widely celebrated by the 18th century, particularly by exchanging printed cards. Today, much of its original meaning has faded, turning it into a commercial holiday for couples.
In the West, Valentine’s Day usually involves gift exchanges between partners, such as cards, chocolates, flowers or other presents. It’s a day for dinner dates or extravagant home-cooked meals.
In Korea, however, the occasion differs. On Valentine’s Day, women are typically expected to prepare and give gifts to men, with chocolate being the most common choice. This tradition was introduced by Japan in the 1980s.
Nowadays, many couples choose to celebrate this holiday as a single event, exchanging gifts regardless of gender. As the most heavily marketed romantic holiday in Korea, Valentine’s Day has become a special occasion, regardless of how people choose to celebrate.
EXO's Kai posing with flowers / Courtesy of SM Entertainment
March 14: White Day
White Day, originally known as Marshmallow Day, is when men return the favor by giving gifts and confessing their feelings. Popular presents include chocolates, sweets, jewelry and flowers.
Like Valentine’s Day, White Day originated in Japan as a marketing strategy designed to encourage men to reciprocate the gifts they received on Valentine’s Day. At the time, women were the primary consumers purchasing chocolates and gifts. By promoting a “return gift” tradition one month later, companies successfully expanded the celebration period. The custom soon spread to other Asian countries, including Korea.
April 14: Black Day
In the United States, “Galentine’s Day” is celebrated on Feb. 13. On this day, friends who are not in romantic relationships gather to enjoy a nice meal or spend quality time together.
Kim Go-eun, left, and Park Bo-gum posing with black bean noodles for Black Day. Captured from Park Bo-gum's Instagram
Just like in America, Korea has a day dedicated to singles. After February and March, singles get the spotlight on April 14. On Black Day, friends gather to eat the popular black bean noodle dish jjajangmyeon or consume dishes that are black in color. Some people go as far as dressing up in black outfits. While no one knows where this tradition came from, many still find the holiday amusing.
Marketing ploy?
While Valentine’s Day may be an important milestone for couples, businesses in Korea see this as an opportunity to cash in on new trends by enticing customers.
Korea loves its food fads, and Valentine’s Day takes it up a notch. Coffee shops and bakeries offer limited edition Valentine’s Day desserts for couples to share on their special day.
Breakable heart-shaped tiramisu cakes are the latest trend in Korea, with brands collaborating with K-pop groups and celebrities. Bakery chain Paris Baguette offers customizable heart-shaped cakes, while other coffee shop chains like A Twosome Place offer a wide range of dessert varieties like lunchbox cakes, which are small and fully customizable. Some cafes even allow couples to decorate the cakes themselves, making it a fun and memorable date activity.
IVE x Hart Tiramisu collaboration / Courtesy of STARSHIP Entertainment
Some couples on a budget make their own chocolates and desserts at home using kits that are widely sold in supermarkets and convenience stores. A wide variety of prepackaged chocolates from convenience stores make gift-giving easy and accessible.
From necklaces to earrings and even couple rings, jewelry is another popular gift, most commonly given by men to women.
As Valentine’s Day falls near the Lunar New Year this year, major department stores like Lotte, Shinsegae and Hyundai offer sales during this season. During the Lunar New Year holiday and Valentines Day in 2025, average daily sales increased for all three department stores compared to the same period for 2024. Hyundai Department Store saw its sales increase by 32.7 percent, Lotte Department Store 25 percent and Shinsegae Department Store 27.3 percent. News reports stated that special Valentine’s Day pop-ups and events led to increased consumer demand for cosmetics, perfumes and even baked goods.
Flowers are also a classic choice, with many florists offering discounts and promotions — though special arrangements are often more expensive than usual, as Valentine’s Day falls in graduation season.
In Korea, couples plan activities for Valentine’s Day. Some opt for staycations near the city. Others make reservations months prior as restaurants usually end up with long lines. If you are visiting Seoul during this time, make sure to check availability and make reservations beforehand.
DAY6 x KitKat Valentine's Day collaboration / Courtesy of KitKat Korea Instagram
Cultural importance
These celebrations hold economic significance. During this period, restaurants, bakeries and dessert shops often see their highest sales of the year, while many convenience stores see sales of sweets increase up to 10 times. Even as cacao import prices remain high in Korea, people still seek to buy chocolates as gifts for their significant others. According to 2023 data provided by the Korea Consumer Agency, 60 percent of all purchases made on Valentine’s Day were chocolates. In total, Koreans spent around 300 billion won ($225 million) on Valentine’s Day-related products in confectionary, cosmetics, fashion and dining.
As marketing strategies have grown more creative, brands increasingly use Valentine’s Day and White Day to promote products aimed at couples, further adding to the hype.
Although neither Valentine’s Day nor White Day is an official holiday, these celebrations reveal important aspects of Korean culture. Korea is known for its strong emphasis on reciprocity — when a gift is received, the favor is expected to be returned as a sign of respect and affection. This mindset extends beyond romantic holidays. People remember who gave them birthday gifts so they can return the gesture later.
No matter what your relationship status is, Korea has got you covered with special celebrations on Valentine’s Day, White Day and Black Day.
Kim Sur-hyun is a Korea Times intern.