I cover a wide range of stories about Korean society — one of the most dynamic places in the world. To me, journalism means being on the ground, uncovering untold stories and amplifying marginalized voices, especially in an era when AI is reshaping the media landscape. That’s why I’m always here to listen. Tips and stories are welcome — feel free to reach out via email. Before becoming a journalist, I traveled through 24 countries over 702 days, served two years as a military police officer in the Republic of Korea Air Force and later studied filmmaking at the Korea National University of Arts.
Lavish hotel proposals catch on with young Korean couples
gettyimagesbank
By Park Ung
Proposals staged at high-end hotels, often paired with luxury gifts and carefully curated Instagram posts, have become a rising trend among young Koreans, a new study finds.
The study, led by Yang Su-jin, an associate professor of consumer science at Sungshin Women’s University, analyzed 128 Instagram posts. To collect the data, acquaintances with an average age of 29 — considered an ideal marriageable age in Korea — were asked to search the platform for proposal-related content last September. The posts were then reviewed to track how proposal practices are evolving among young Koreans.
While the sample does not capture every kind of proposal, the findings point to a growing tendency among young Koreans to stage the moment as a public performance — meticulously crafted for social media and fueled by a desire for recognition and display.
The study found that hotels were the most common setting for proposals, representing 42 percent of all posts, or 55 in total. Of those, 38 posts disclosed the venue, including 17 set at five-star hotels. The most frequently featured was Signiel in southeastern Seoul's Jamsil, which appeared in 15 posts.
Proposals staged in cars accounted for 24 posts. When the vehicle was a luxury brand such as BMW or Mercedes-Benz, users often made the brand visible or mentioned it directly. In other cases, the car brand was not shown. Another 16 posts featured proposals at privately rented venues, including restaurants, yachts and galleries.
Diamond rings appeared in 38 posts, representing about 30 percent — a relatively modest number, given that they are often seen as the classic symbol of a proposal. Tiffany & Co. was the most frequently mentioned ring brand, showing up in 16 posts. Unlike in the past, when jewelry was the go-to engagement gift, handbag mentions have increased. Of the 38 handbag posts, half featured Chanel.
Researchers noted that for visually curated Instagram posts, luxury goods like handbags are often favored over rings because they offer greater visual presence at a relatively lower price.
The study observed that instead of showcasing the actual gift, users often highlighted shopping bags, branded boxes and even ribbons, using these visual cues to enhance the aesthetic appeal of their posts. It noted that Instagram, often used for self-expressive and narcissistic content, reinforces conspicuous consumption when combined with the performative nature of marriage customs.