May, long regarded as a peak month for weddings, has Daegu’s wedding industry hustling with full bookings and nonstop inquiries. As traditional ceremonies drop officiants and the paebaek ritual, couples are filling the space with events like celebratory songs and dance performances. The tone of ceremonies has shifted from solemnity to celebration.
◆ ‘Bustling’ Wedding Street — Driven by the Bride’s Taste
On the 4th, Daebong-dong’s wedding street in Jung-gu, Daegu, was crowded. Hanbok and suit rental and tailor shops were full of customers trying on outfits and gathering estimates. Pastel hanboks brightened the street and caught the eyes of young passersby.
Engaged couples walked hand in hand, moving from shop to shop to find vendors they liked. Brides wearing wedding makeup checked maps on their phones, while grooms in casual clothes carried bundled suits.
Jo Hye-young (56), who runs a hanbok shop here, said nearly 98 percent of parents of the couple opt for hanbok because it looks dignified. “Dangi (traditional upper garments) are in fashion now,” she said, “and designs have become easier to wear—more like Western-style pieces. Fabric sellers wonder why the culture has changed as pastel trends replace the heavy traditional layers.”
She went on to say that while parents used to commission custom hanboks, rentals are now far more common. Brides research shops online and come prepared with favorites; if they find a shop they like, they negotiate the price. The bride often leads decisions, and the groom’s family accommodates her wishes. Where families once matched separate colors—pink for the bride’s side, sky blue for the groom’s—brides increasingly choose the same design for both families so everyone coordinates.
“In the past people bought ceremony shoes,” she added, “but now handbags, shoes, norigae (ornamental pendants), and underskirts are all rentable. Some large wedding halls even house wedding shops, so parents can get makeup done on-site.”
A florist on the wedding street, who declined to give a full name, said there’s no fixed trend for bouquets today. Even when a mother-in-law comes along, she usually listens and lets the bride make the final call. “The bride’s personal taste and budget play a big role in bouquet design,” the florist said.
The florist added that couples used to rely on wedding planners or venue packages, but social media—especially Instagram—has changed that. Couples now arrive with a clear sense of style and ask for advice. Rather than picking makeup, dress, and bouquet separately, they consider the overall visual harmony.
◆ Wedding Halls Booked a Year Out — ‘Studio–Dress–Makeup’ Sourced Externally
With marriage rates on the rise, major wedding venues in Daegu are already fully booked more than a year in advance.
During the spring and fall peak seasons, the 11 a.m. to 1 p.m. window is the most sought-after. Some venues still have early-morning or late-afternoon openings, but inquiry calls keep coming.
An official at a venue in Buk-gu said reservations typically need to be made about 18 months ahead, and most weddings take place in the fall between September and November. “Spring has its busy times, but fall sees stronger demand. Bookings have risen since COVID-19 eased, and this year we’ve seen especially high demand and inquiries,” they said.
At another venue in Dong-gu, a representative said the traditional idea of peak and off-peak seasons is fading. “Weddings are even clustering in February and March now. With bookings spread throughout the year, we’re considering doing away with off-peak pricing,” they said.
They noted that old superstitions about March—the so-called “wind month” when marriages were thought to fail—have faded. “March is relatively cheaper, so many couples choose it. During COVID-19 we lost roughly 15 billion KRW (about $11.25 million) over two years, but business is returning to pre-pandemic levels,” they said.
Venues are adapting to changed ceremony formats. Where halls once pushed package deals, couples increasingly bring their own studio, dress, and makeup vendors—a trend known in Korea as “스·드·메.”
Industry insider B said, “Today couples often source studio–dress–makeup from outside providers. Venues still offer packages, but many couples prefer outside vendors. Brides seem to research a range of providers. Large venues sometimes encourage use of partner vendors so couples can secure better time slots.”
Another industry insider, C, said that unlike in the past, most ceremonies no longer include an officiant, and solo bridal entrances are increasingly common—usually tailored to the bride’s taste. “There are many social media-friendly events now—guest prize drawings, plush-chicken tosses, and gender-guessing or reveal events. Once one couple gets a strong reaction, others quickly follow the trend,” they said.
“Sundays used to be popular for weddings,” C added, “but couples now often prefer Saturdays to accommodate out-of-town guests. Churchgoers who want to attend services on Sunday also choose Saturday, and that demand pushes prices up.”
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