Chanel Bags and Van Cleef Necklaces at Five-Star Hotels... 'Ultra-Luxurious Proposals' Spread via SNS [Jumeoni Talk]

"Received a Chanel Bag on the 99th Floor of Signiel"... The Rise of Ultra-Luxurious Proposals
"Hotel Proposals May Become a Source of Social Pressure"
Choosing Not to Marry Due to Economic Circumstances

Editor's NoteWe now live in an era where a single serving of pork belly costs 20,000 won and a bowl of jajangmyeon is 7,500 won. The Consumer Price Index in 2024 reached 114.18 (2020=100), and the burden on consumers' shopping baskets has increased in 2025 as well due to continued high inflation. Through the "Jumeoni Talk" (Week+Money+Talk) series, we aim to share stories of consumption that are closely tied to our wallets, alongside the ever-changing prices.

Among younger generations, "five-star hotels" and "luxury handbags" are becoming the new norm for marriage proposals. In the past, it was common to exchange rings or bouquets at restaurants, but recently, the desire for display among young people has merged with the social media culture of sharing and validation, leading to the rise of "ultra-luxurious proposals."

Chanel products displayed in a department store window in Seoul. Photo by Yonhap News

"Received a Chanel Bag on the 99th Floor of Signiel"... Ultra-Luxurious Proposals Emerge

Associate Professor Yang Sujin and her research team from the Department of Consumer Industry at Sungshin Women's University analyzed in their latest paper, "A Study on the Meaning of Luxury Brands in the Proposal Culture of Millennial Youth," that the proposal culture among the younger generation is increasingly centered around five-star hotels and luxury handbags.

The research team examined 128 Instagram posts tagged with "proposal" from September 1 to 15 last year. Hotels were the most popular proposal venues, accounting for 55 posts (42%). Among these, 38 posts specified the hotel name, and 17 of them were five-star hotels. In particular, when using the five-star Signiel hotel in Jamsil, Seoul, some posts even specified the exact floor, such as "99th floor" or "93rd floor." The research team explained, "Posting the floor number is a way to differentiate status," and added, "It's about showing off wealth that is different from others."

SNS Post Published in the Thesis "A Study on the Meaning of Luxury Brands in the Proposal Culture of Millennial Youth"

Among the gifts exchanged, luxury handbags appeared most frequently. Of the 38 related posts, "Chanel" was mentioned in 19, making it the most popular, while among other gifts, "Van Cleef & Arpels" necklaces accounted for the largest share at 13 posts. The research team noted that most proposal photos uploaded to Instagram featured luxury brand products displayed in spaces decorated with flowers, balloons, candles, and banners. They particularly pointed out, "When luxury backgrounds and items such as hotels or imported cars appeared together, the tendency for conspicuous consumption became even more pronounced."

"Hotel Proposals May Become a Social Pressure"

This trend is especially pronounced among young people. The combination of self-promotion and the desire for social recognition through social media has led the younger generation to view the proposal itself as a more important ritual than older generations. In the "2025 Marriage Perception Survey" by Korea Research, 45% of the 1,000 respondents said that a proposal event is necessary, and this ratio was even higher at 55% among young adults aged 18 to 29.

However, there are concerns that ultra-luxurious proposals may have a negative impact on marriage rates. The Wall Street Journal (WSJ), a U.S. business publication, reported in a 2023 article titled "A Pricey Obstacle Before the Wedding: The $4,500 Proposal" that "the trend of spending large sums on proposals at luxury hotels puts pressure on couples" and "does not help marriage rates."

Given the reality faced by young people, ultra-luxurious proposals can be a significant burden. Last year, the average age at first marriage was 33.9 for men and 31.6 for women, meaning that many are just entering the workforce or in the early stages of building assets, making it unrealistic to spend millions of won in a single day. Moreover, the growing perception that events at five-star hotels or luxury gifts are essential elements of a proposal creates psychological pressure for young people who lack financial resources.

Han Yuji, a 29-year-old office worker preparing to get married this November, said, "What matters more than proposing in an expensive, glamorous venue is whether your sincerity is conveyed. I think a proposal should be about the satisfaction of the two people involved, rather than being conscious of others' opinions." She added, "I don't think it's desirable for hotel proposals to become a fixed cultural norm."

Some Choose to Remain Single Due to Financial Circumstances

As a result, there is a growing trend of people avoiding marriage due to financial burdens. The high costs of weddings, coupled with excessive spending expected even for proposals, have further increased financial pressure. According to the "Korea Financial Consumer Report 2025" by Hana Institute of Finance, 47.1% of unmarried individuals who have no intention to marry cited "financial circumstances" as the main reason for remaining single. This was followed by "personal values/will" (44.7%), "work environment" (21.2%), and "influence of personal relationships" (17.3%).

There are also calls for social media literacy education to help curb the conspicuous consumption behaviors seen among young people preparing for marriage. The research team expressed concern, stating, "If Instagram users indiscriminately accept posts, the potential psychological harm is significant. This is not only an issue for minors but also has a considerable impact on adults." They further suggested, "It is necessary to strengthen users' discernment regarding posts that promote conspicuous consumption through social media literacy education."