[The Editors' Verdict] How Long Will Valentine's Day Remain Tainted by Commercialism?

Breaking Free from Marketing-Driven Trends
Time to Establish Your Own Healthy Consumption Standards

Valentine's Day (February 14), when beloved lovers, acquaintances, and family members express their feelings by giving chocolates, is just a week away. The origin of Valentine's Day is unclear, but several hypotheses exist. One of them is the ancient Roman theory. At that time, Roman soldiers were forbidden to marry, but Father Valentine, feeling sorry for a soldier who had fallen in love with a woman, officiated their marriage and was executed. It is said that February 14, the day he was executed, began to be called Valentine's Day in his honor.

The tradition of giving chocolates started as a corporate marketing strategy. In 1868, the British confectionery company Cadbury began selling heart-shaped chocolate packages for Valentine's Day. Currently, Korea's Valentine's Day chocolate culture is influenced by Japan. In 1960, Japan's Morinaga Confectionery started a campaign encouraging women to give chocolates, establishing the Japanese-style Valentine's Day. Every year as Valentine's Day approached, women bought chocolates to give to men they liked, and this trend grew increasingly popular. Korean confectionery companies quickly copied Japan's chocolate marketing tactics and introduced them domestically. However, recently, this craze seems to have somewhat faded. This is likely because people are becoming more critical of being manipulated by marketing and because too many commemorative days are emerging rapidly.

In fact, a survey found that 7 out of 10 Koreans feel fatigued by various commemorative days, including Valentine's Day. According to a survey conducted by market research firm Embrain Trend Monitor targeting 1,000 men and women aged 13 to 59 nationwide regarding the ‘~Day’ culture, 80.4% of respondents said, "It seems that too many commemorative days are emerging rapidly." The proportion of respondents who said they feel increasingly tired due to too many ~Days reached 69.6%. Only 42.9% gave positive responses, saying such culture fosters intimacy and strengthens human relationships. On the other hand, a larger 53.6% held a negative view that excessive commercialism is causing the proliferation of commemorative days.

Even among the MZ generation (Millennials + Generation Z), those aged 20 to 35, Valentine's Day is perceived as a commemorative day to be selectively observed. According to a Valentine's Day survey conducted by the social entertainment application Glam targeting 837 single male and female users, 51% of the MZ generation responded that it is a "commemorative day that couples must observe," while 49% said "it is not necessary to observe."

This change in perception is occurring not only in Korea but also in some other countries. Schools in the UK and Russia have banned Valentine's Day-related commemorative activities, and France and Italy have designated Valentine's Day as a single's day. This is due to excessive commercialism diverging from the original intent. If companies forcibly implement marketing to boost sales and corporate revenue, consumers will eventually turn away. Consumers should not be swayed by the commercialized and distorted Valentine's Day but should establish their own healthy consumption standards.