Valentine’s Day holds a significant place among the numerous romantic occasions celebrated in Korea. Although it falls on February 14th like in many other countries, it’s typically a day for women to give gifts to men, not the other way around. However, when it comes to celebrating, it’s a time for couples to come together and celebrate their love. Alongside Valentine’s Day in Korea, other romantic holidays such as White Day, the 100-day anniversary, and Pepero Day are also widely observed. To make the most of these special occasions, many brands offer unique and memorable experiences for couples to enjoy together.
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Flipping the script: Women are the gift-givers on Valentine’s Day in Korea
A unique aspect of Valentine’s Day in Korea is its focus on men as the recipients of gifts. In Korea, the tradition of expressing love through gifts is divided into two distinct days. On February 14th, known as Valentine’s Day, men are the recipients of affectionate gestures from their loved ones. They, in turn, reciprocate these gestures on March 14th, during White Day. This custom originated in Japan in the 1900s and then spread to Korea, Taiwan, and Vietnam. While the rationale behind the separation of these love-centric days remains unclear, these occasions are a boon for businesses, capitalizing on the opportunity to boost sales and profits.
The sweetest holiday: chocolate is the most popular gift on Valentine’s Day
When it comes to Valentine’s Day gifts in Korea, chocolate takes the cake as the top choice. While options like perfumes and luxury items exist, they’re not as popular. According to a 2020 survey, 64% of people planned to buy chocolate or candy, while beauty items were second favorite gift to give.
Chocolates are carefully wrapped for the occasion, making them perfect for gifting. For example, Como Siempre’s chocolate gift package has received rave reviews on Naver Shopping, with many expressing satisfaction when using it as a gift. The combination of its affordable price, premium packaging, and high-quality chocolates makes it stand out. Additionally, it includes a delightful extra: a gift card. With chocolate sets available for KRW 20,000, complete with wrapping and delivery, giving a thoughtful gift has never been more convenient.
Men’s skincare options in Korea makes the gift-search easy and affordable
In Korea, besides chocolates, high-quality skincare products tailored for men offer another way to express affection. Korean men are renowned for their conscientious approach to skincare, much like women. This presents women with the opportunity to choose beauty products as a thoughtful and practical gift. During Valentine’s Day, skincare companies actively promote men-friendly romantic gifts and packaging. For instance, Primera’s “Men in the Pink” skincare gift package gained popularity in both 2023 and 2024. This gift stood out for its “all-in-one” skincare solution, making it an ideal choice for women seeking a hassle-free Valentine’s Day gift selection process. Moreover, the brand partnered with Olive Young, making the product accessible to consumers all over the region.
Celebrating with all-in-one Valentine’s packages in hotels
Valentine’s Day sees hotels becoming the go-to destinations for Korean couples, drawn by the array of romantic services tailored specifically for this occasion. These Valentine’s Day packages often feature enticing offerings such as couple spas, vouchers for intimate dinners, and tickets for sightseeing tours around Seoul. For instance, in 2022, many couples opted for these all-in-one packages offered by hotels.
On Naver Blog, many users suggested spending Valentine’s Day by avoiding crowded places, enjoying a romantic dinner, and visiting hotels’ couple spas. Notably, the Strawberry Buffet at Lotte Hotel, available from January to March in 2020, emerged as a beloved spot for couples. The buffet got so popular that reservations for the strawberry buffet were booked two months in advance. The allure of hotels lies in their ability to provide a comprehensive and enchanting experience, making them the perfect destination on Valentine’s Day.
Namsan Tower is another hot spot for spending Valentine’s Day at the heart of Seoul
Namsan Tower, nestled in the heart of Seoul, is a beloved spot for couples on Valentine’s Day. One popular tradition here is attaching padlocks to the fence—a must-do for visiting couples. N Seoul Tower is renowned for its “Locks of Love,” where countless padlocks symbolize everlasting love, placed there by romantic Seoulites. Moreover, the tower’s proximity to restaurants and cozy cafes makes it an affordable yet delightful spot for couples to spend a romantic day together.
Valentine’s Day is not the only holiday to celebrate love in Korea
White Day, celebrated on March 14th in Korea, marks the time for men to reciprocate the gifts they received on Valentine’s Day. The name “White Day” derives from the tradition of giving gifts in white, symbolizing purity and affection. Originating in Japan in 1978, this tradition has since spread to Korea, becoming a significant part of the cultural calendar. While white chocolate is the traditional gift for White Day, men often go the extra mile to express their affection for their partners.
In a 2023 survey, the most liked gift by women was couple rings, followed by other jewelry items and flowers. Only 14% of 9,005 participants said that they want to receive sweets as gifts, indicating that the primary gift women want to receive is not chocolate. As a result, men typically seek more thoughtful and personalized gifts to impress their loved ones on this special day.
100 Days anniversary: counting and celebrating 100, 200, 1000 days spent together
Another significant occasion celebrating love in Korea is the 100 days anniversary for couples. Couples in Korea hold this milestone in high regard, marking it with special gestures and heartfelt celebrations. Dedicated applications like “TheDayBefore” are designed specifically to help couples track the days they’ve been together, ensuring they stay connected and engaged throughout their relationship journey.
On the 100th day, couples often exchange couple jewelry, create lettering cakes (레터링 케이크), and plan romantic dates to commemorate this meaningful milestone. And the celebration doesn’t end there – lasting relationships are celebrated at 200 days, 300 days, and even 1,000 days.
Sweet marketing: Lotte Mart’s holiday preparation makes it the leader in sweet sales
Pepero Day, celebrated on November 11th, is often regarded as another Valentine’s Day in Korea. While it isn’t exclusively for couples, it has become a romantic occasion for many. The star gift on this day is Pepero, prompting brands to seize the opportunity.
These snacks are ubiquitous across Korea, available online, at Lotte Mart, and the numerous convenience stores in South Korea. They are also popular abroad. In fact, in 2023, Lotte Wellfood reported selling a massive amount of Pepero, totaling the sales of KRW 202.2 billion domestically and globally. They’re aiming for even higher sales up to KRW 300 billion by 2028, especially with plans to expand into the Indian market. Many believe that Pepero Day was invented by companies to make money, rather than being about love. However, this suspicion does not stop people to purchase Pepero as gifts.
Love and romance in Korea: Exploring Valentine’s Day and couple’s experience
- During Valentine’s Day in Korea, it’s customary for women to purchase gifts for men. It’s on White Day when men reciprocate by gifting women.
- Although chocolate remains the top choice, Korean skincare products for men are increasingly gaining popularity as Valentine’s Day gifts.
- While gifts are traditionally given to women, Valentine’s Day in Korea is celebrated as a romantic couple’s day. Couples come together to enjoy various experiences such as visiting Namsan Tower and hotels.
- In addition to Valentine’s Day, other romantic occasions for couples include White Day, the 100 Day anniversary, and Pepero Day.
