Kim Yeo-seon, 39, uses a pseudonym and works for a major company. Recently, she was taken aback when she joined a matchmaking service. Although she thought she had strong “qualifications” in terms of education, job, and annual income, the company told her, “(We need to) come in first to assess your looks.” She had expected to join without much hassle, but instead faced a “screening” process. “If they don’t just let you in right away, doesn’t that mean there are others waiting?” she remarked.
In contrast to the social environment where younger people are reluctant to get married, the market for marriage information companies is experiencing significant growth. According to the National Statistical Portal, as of November 2024, there were 1,974 marriage counseling centers, representing a 22.6% rise compared to five years prior (1,610 in November 2019). This trend is expected to have persisted throughout the previous year. Prominent apartment complexes in Seoul’s Gangnam district have started offering exclusive marriage information services exclusively for their residents. Additionally, companies that only cater to individuals with certain professions or educational qualifications are becoming more common. A representative from the industry stated, “Despite increased competition, the overall market has expanded, leading to sales growth for many marriage information companies.”
This occurrence is seen as an indication of younger generations’ inclination to value efficiency and logic. Lee Woo-jin, the CEO of the marriage information company “Seonu,” stated, “They look for ‘verified sources’ to decrease trial and error or failure,” and noted, “The societal trend of cutting down on time and emotional loss in dating and marriage is becoming more prominent.” This points towards a practical approach focused on reducing ambiguity in the marriage process. Park Eun-hyeong, using a pseudonym, a 32-year-old who joined a marriage information company last year, mentioned, “It’s beneficial because I can openly set requirements that are difficult to talk about with friends or people I know,” and added, “Even if I’m considered materialistic, I can’t change that—I want to minimize risks in marriage as much as possible.”
According to the marriage information sector, there is a growing number of inquiries from women in their early to mid-20s. An official from a marriage information company stated, “Unlike before, when parents used to bring them along, many now approach on their own to look for partners that match their specific requirements.” Instead of pursuing “Cinderella stories” known as “upward marriages,” an increasing number of people are looking for partners with comparable backgrounds. Another representative noted, “Women are also placing more emphasis on physical appearance than on a man’s financial status or job.” With dual-income households becoming more common and more women achieving economic independence, the priorities of men and women are becoming increasingly similar.
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