Shinsegae Department Store launched a wedding voucher club membership exclusively for engaged and newlywed couples on the 29th. This revives the wedding membership program that was discontinued in 2017. Membership is available upon submission of proof documents, such as a wedding hall contract. The program offers 1.2 million Korean won worth of points redeemable for a percentage of purchases and provides discounts, gifts, and engraving services at over 120 brands.
The department store wedding membership, discontinued nine years ago, has returned, while formula companies are releasing new products after 7–9 years. As marriages and births increase simultaneously, the consumption market—from wedding gifts and household items to baby products—is expanding again. According to the Ministry of Data and Statistics, domestic marriage registrations began rebounding in 2023 and have risen for three consecutive years. From January to July this year, they increased by 6.1% compared to the previous year. During the same period, the number of births surged by 14.7% compared to the previous year. This trend is expected to continue as the second eco-boom generation (1991–1995 birth cohort), which has seen over 700,000 people born annually, enters the typical marriage age.
◇From Department Stores to Appliances: Targeting Engaged Couples
Department stores are revamping membership programs for engaged couples. Hyundai Department Store added free dress fittings and honeymoon travel discounts to its Club Wedding program, which previously focused on point accumulation, in April. It also expanded its wedding fair events from twice a year to four times this year. Lotte Department Store eased the conditions for its Lotte Wedding Members program in June. Previously, customers had to visit the department store for at least five days, but now they only need to meet cumulative purchase amounts.
Appliance and furniture companies are opening specialized stores for newlyweds. Hanssem designated five stores as newlywed-focused outlets in May and redesigned their display spaces accordingly. Samsung Electronics renovated its Cheongdam branch into a wedding-focused flagship store last month. The third floor is styled like an actual newlywed home, and wedding consultants are stationed there. The company also offers a service to inspect appliance conditions after relocation, considering the frequent moves typical of newlywed couples.
LF’s men’s clothing brand Maestro began offering rental services for formal attire to customers who purchase suits in June last year. Buying one suit for the wedding ceremony allows rentals for events like family introductions and photo shoots. This year, the number of rentable outfits expanded from three to seven types. Zigzag, a fashion platform operated by KakaoStyle, launched a maternity clothing category in March. This followed surging transaction amounts for maternity skirts (155% increase) and maternity pants (99% increase), prompting the platform to target the new market.
◇New Formula Products Launched as Newborn Numbers Rise
Formula companies are releasing new products after years of stagnation. Namyang Dairy introduced three new first-100-day formulas in July, its first in nine years. Maeil Dairies launched Absolute Goat 100, its first new product in seven years, in September last year. The formula market, which had declined until two years ago, rebounded with a 6.7% increase last year and is projected to grow by 5.7% this year.
The diaper and newborn product markets are also active. Kleannara’s Bosomi diapers saw a 42% sales increase from January to August this year compared to the same period last year. Yuhan-Kimberly launched a skincare brand exclusively for newborns. E-Land’s New Balance Kids’ walking shoes, Newbifirst, recorded a 150% sales increase from January to August this year compared to the previous year. The product was redesigned as walking shoes instead of being scaled down from children’s shoes. An E-Land source said, “We expect customers to expand purchases to clothing and bags as their children grow.”
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