"We May Not Afford a Home, But the Wedding Must Be Grand": Luxury Wedding Market Heats Up as Marriages Hit Peak

[The Financial News]On February 2, the Grand Ballroom at The Westin Josun Seoul in Jung District, Seoul, felt almost like an actual wedding day. The hall, filled with white flowers, was bright and spring-like, as if the season had arrived early. Floral installations that seemed to fall from the sky naturally drew guests’ eyes upward. Soon-to-be newlyweds walked around the venue as if it were their real ceremony, taking photos as they went. Under the lights, a wedding dress show took place, and couples kept snapping pictures while closely examining the details of each gown. The subtle hues of the dresses, the lush floral arrangements, and the soft lighting combined to amplify the signature opulence of a hotel wedding. It was, quite literally, a moment that captured the essence of a premium hotel ceremony.
Hotel wedding events, which had largely been put on hold during COVID-19, are now making a strong comeback. As the number of marriages rebounds and postponed weddings finally move forward, hotels are accelerating their push into the premium wedding market.
The wedding showcase held that day was the first such event The Westin Josun Seoul has hosted since 2019. Under the concept "THE LIHUA: Noble Connection," the hotel presented what it calls the quintessence of premium weddings, drawing on more than 110 years of heritage built by The Chosun Hotel.
The centerpiece of the event was the way the entire space was staged as a single narrative. Following a curved S-shaped aisle from the entrance, guests walked along a flower path stretching about 30 meters. Around 2,000 plum blossom ornaments were installed on the ceiling, creating a three-dimensional space when combined with the lighting. The plum blossom, a crest symbolizing the Joseon royal family, carries the meaning of "fruition and continuity."
The floral design along the aisle was created by Gyeokmul Gongbu, the flower boutique of Josun Hotels & Resorts, and interpreted as a neat, early-spring concept. Rather than simple decoration, the structures were planned around the movement and line of sight of the bride and groom, which the hotel says heightens the sense of a real ceremony.
In particular, the floral arrangements can be fully customized to suit the stature of a hotel wedding. From the aisle to the table-top flower decorations, everything can be tailored to the couple’s preferences. If certain flowers are difficult to source domestically, the hotel can import them from overseas specifically for the event. Through this showcase, The Westin Josun Seoul plans to present a wide range of designs that actively incorporate elements from its newly unveiled wedding concepts, and will offer personalized consultations for prospective clients after the event.
The Westin Josun Seoul offers bespoke weddings in its large Grand Ballroom, which can accommodate 200 to 400 guests, as well as in Lilac Hall for smaller ceremonies. The hotel is seeking differentiation by combining its signature "Aurora" concept with views of nature within the city center.
Industry insiders view these developments as a sign that "deferred demand is fully returning." As the wedding market, which had shrunk during the pandemic, recovers quickly, demand is shifting toward high-priced, premium offerings. According to Statistics Korea, the number of marriages in 2025 reached 240,000, up 8.1% from the previous year and marking the highest level in seven years. Marriages had been declining since 2012, but rebounded in 2023 and have now increased for three consecutive years, moving back toward pre-pandemic levels.
For hotel chains, weddings are once again being reinforced as a core revenue source linked to rooms and banquets. Through large-scale showcases, they are working to refresh their brand image while competing for customers with experiential and highly customized wedding offerings.
Heejong (Vivien) Lee, General Manager of The Westin Josun Seoul, said, "High-end weddings are not just about superficial glamour; what matters is creating value that remains in people’s memories over time." She added, "Building on the heritage of The Chosun Hotel, we will continue to set the standard for premium weddings."

clean@fnnews.com Lee Jeong-hwa Reporter