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I’m Glad I’m Not in Love in South Korea

I’M GLAD I’M NOT IN LOVE IN SOUTH KOREA

My birthday falls on February 17th so I’ve never been that excited about Valentine’s Day, preferring instead a day that’s all about me! Also, like many others, I hate the commercialization of holidays. It could be worse though; I could have fallen in love in South Korea.

Korean Coupledom

With love parties falling on the 14th of every month, in addition to anniversaries and important milestones (ie 100 days since a couple met), South Korea has perfected the commercialization of romantic relationships in a way that would make even North American marketers envious.

It all starts with Diary Day in January, where lovers present each other with diaries with all the important dates mentioned circled in red. With the abundance of dates to observe throughout the year, it is probably the most practical of the love holidays!

February 14th is celebrated in the same way as it is in North America, except that it is the girl who does all the giving. The guy then has a month to think about what to get his girl in return and reciprocates on White Day, usually with an elaborately wrapped candy. Rose Day, Kiss Day, Silver Day, Photo Day and Hug Day are all self-explanatory.

And don’t worry about singles in Korea. April 15th, Black Day, is reserved for them to commiserate together and publicly eat noodles in black bean sauce, in the hope of meeting their mates. If they are so lucky, a month later they can express their newfound love (or romance?) by exchanging yellow roses. The unlucky ones (some may say lucky ones) who are still without a date meet for a curry.

Looking for Love

Companies eyeing the increasingly affluent Korean market – especially it’s younger generation, are adept at incorporating these holidays into their marketing campaigns.

The simple image of the Absolut Vodka bottle has been used for years, but evolves in creative ways to convey different things in different cultures. Sometimes it’s as simple as changing the text of the ad and other times the image itself changes. Consider the following advertisements. The first was used in South Korea before White Day and is very similar to an ad used in Miami aimed at the Hispanic population. Vodka as an expression of your undying love was also used in North American Valentine’s Day campaigns (by the way, the same image was used again with the captions “Absolut Bravo” and “Absolut Amica”).

The Chance

So if vodka spells love, what are the implications for your product? Koreans trying to woo their lovers are always looking for something new or cute (in South Korea, cute sells (think Hello Kitty), not sex).

For Canadian wine producers, what better day to launch a new product than Wine Day on October 14th? Money Day in December may seem overtly consumerist but Christmas is not widely celebrated. I guess South Koreans have decided to embrace the excesses of the season without religious pretense and it’s a great time to introduce a new consumer product to South Koreans.

If you would like more information about romantic vacations, send me an email and I will forward a news article with more details.

Copyright © International Strategies Ltd. 2005

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