ANN/THE KOREA HERALD – It starts with pastel balloons, delicate floral arrangements, and a perfectly frosted cake. A group of stylish young women pose for photos in a beautifully curated setting, capturing moments destined for Instagram.
Welcome to the modern Korean bridal shower—a pre-wedding ritual that has rapidly evolved into a cultural phenomenon, though its exact origins remain elusive.
While the concept has long been a staple in Western countries, its presence in Korea only began making waves in the late 2000s.
A 2009 article in the Donga Ilbo attributed the trend’s emergence to the influence of American television shows like Sex and the City and Friends. At the time, the idea of a pre-wedding party dedicated to the bride-to-be was novel, reserved for those seeking something different.
By 2011, however, bridal showers had cemented themselves in Korea’s social scene, and today, they are as much a part of the wedding experience as the ceremony itself.
A Korean Twist on a Western Tradition
Unlike their Western counterparts, Korean bridal showers place less emphasis on gift-giving and more on aesthetics and experience. Here, it’s all about the setting—stylish backdrops, themed outfits, and a well-thought-out ambience that transforms the gathering into a visual spectacle.
The goal? To create picture-perfect memories with close friends, often with delivery food and a bottle of champagne to complete the occasion.
For Park Do-yeon, 30, her bridal shower was all about creating an intimate yet stunning experience.
“We rented a rooftop Airbnb in Itaewon. A friend sourced fresh flowers from Yangjae Flower Market, and we had a custom cake made,” she shared. “After taking lots of pictures, we tucked into delivery tteokbokki (spicy rice cakes) and just enjoyed each other’s company.”
Unlike in Western cultures, where guests typically bring gifts, Korean bridal showers tend to skip this step, as friends usually present congratulatory money at the wedding instead.
“I don’t think another gift is necessary,” Park added.
For Han Ji-ae, 35, who tied the knot last year, her friends took things up a notch.
“They threw me a party in a private event space in Jamsil. The room was already beautifully decorated with balloons and flowers, and there were even white dresses for us to wear for photos,” Han recalled.
“We cut a cake, popped open champagne, and laughed our way through some eccentric makeup challenges.”
Bridal Showers Go Luxe
For those willing to splurge, Korea’s luxury hotels have tapped into the trend, offering high-end bridal shower packages.
Hotel Shilla, for example, launched a bespoke experience in May last year, featuring a flower-adorned suite, pink balloons, LED candles, and a private dining setup.
“We introduced this package after noticing an increasing number of guests hosting marriage proposals and bridal showers. Due to its popularity, we’ve continued offering the service,” a Hotel Shilla spokesperson shared.
With pricing dependent on room type and personalisation requests, a hotel bridal shower can easily exceed one million won—a cost some brides and their friends find difficult to justify.
Not Just for Brides Anymore
Interestingly, this trend has also inspired a playful spin-off among Korean grooms.
“A group of my male friends decided to throw a ‘bridal shower’ for the groom-to-be after seeing the trend online,” Park said, laughing. “He wore a white T-shirt printed with a funny photo of himself, and all his friends wore matching black T-shirts. The pictures were hilarious!”
A Celebration or Just for Social Media?
With over 1.37 million Instagram posts under the Korean hashtag for ‘bridal shower,’ the trend’s popularity is undeniable. However, it has also sparked debate over whether these events remain genuine celebrations or have become little more than social media spectacles.
“It’s a meaningful event, but the time and cost can be overwhelming,” Park admitted. “I’m getting married this year, but I’ve told my friends not to throw me one. It feels like it’s becoming more about Instagram and less about real celebration.”
Financial pressure is also a growing concern. While some opt for budget-friendly alternatives like Airbnbs, high-end showers can come with a hefty price tag. A viral post on the anonymous app Blind last October highlighted this issue, with one bride-to-be complaining that her fiancé refused to contribute to her bridal shower costs.
She compared him to another groom, who had booked a luxury hotel suite and covered all expenses.
For Han, these comparisons can feel disheartening.
“One of my friends had her entire bridal shower funded by her dad and fiancé,” she said. “I couldn’t afford a hotel, but it was hard to tell my friends that.”
The Future of Korean Bridal Showers
As with any trend, Korean-style bridal showers continue to evolve. While some embrace the glamour and Instagram-worthy aesthetics, others are choosing to strip it back to its core—a heartfelt gathering with loved ones.
Whether a luxurious affair or a casual night in, one thing remains clear: the modern Korean bridal shower is here to stay, redefining the pre-wedding experience one stunning celebration at a time.
