Big three department stores compete for wedding-season shoppers

Mileage rewards doubled, new memberships launched

First new infant formula in 9 years hits shelves as births rise

Paid memberships and packages targeting young children also emerge

Hotel Shilla in Seoul recently unveiled its "Little Ladies and Gentlemen" package, which teaches children table manners. [Provided by Hotel Shilla]
Hotel Shilla in Seoul recently unveiled its "Little Ladies and Gentlemen" package, which teaches children table manners. [Provided by Hotel Shilla]

With marriages and births on the rise, retailers are scrambling to hold wedding- and family-related events. Department stores, hotels and food companies alike are moving to capture the reviving demand.

Lotte Department Store has been running a wedding fair across all its branches since Friday, showcasing products from 165 major bridal and gift brands. During the event, mileage accrual rates for Lotte Wedding Members double compared with normal periods. The membership returns up to 7 percent of cumulative purchases over nine months in gift vouchers upon enrollment. Lotte said members can receive up to 5.6 million won ($4,180) in gift vouchers — "the largest benefit in the industry."

Shinsegae Department Store launched a new membership called the Wedding Vow Club late last month, targeting couples from one year before their wedding date through six months after. Members receive discount benefits worth 1.2 million won applicable to fashion and accessories. Hyundai Department Store also launched a wedding fair across all branches on Friday, doubling mileage rewards on purchases of luxury goods, watches and jewelry.

The industry has traditionally held wedding-related events in spring and autumn, when couples most often marry. Interest has grown sharply as the number of marriages has risen over the past three years. The figure had fallen to around 190,000 during 2021 and 2022, when COVID-19 restrictions limited wedding gatherings, but has climbed since. There were 222,412 marriages in 2024 and 240,326 in 2025. The upward trend continued this year, with 62,309 marriages in the first quarter and 62,065 in the second — both up from the same periods a year earlier.

"Appliances, furniture, luxury goods and jewelry purchased for weddings tend to be high-ticket items, so the boost to sales is significant," an industry official said. "Because couples spend large sums in a short period, there is also a good chance they will become department store VIP customers."

A wedding campaign photo shoot for Maestro's fall-winter season "Roma Suit" launch. [Provided by LF]
A wedding campaign photo shoot for Maestro's fall-winter season "Roma Suit" launch. [Provided by LF]

The fashion industry is also taking note. Bruno Baffi, a men's wear brand under Sejung Group's Wellmade, is running online and offline promotions targeting engaged couples and wedding guests, offering suit sets at up to 60 percent off for customers aged 20 to 39. Maestro, a men's wear brand under LF, recently launched the Roma Suit, designed specifically for wedding ceremonies, and has expanded a one-stop wedding suit service covering formal wear for the ceremony, pre-wedding photo shoots and aftercare.

Dairy companies are welcoming the rebound in birth rates. Sales in the infant formula category rose about 35 percent in the first half of this year compared with the same period a year earlier, according to Ildong Huddies. Premium products have led the growth, driven by rising parental spending on children. Huddies Goat Milk Formula, whose sales climbed 30 percent, is priced at 54,900 won per 800 grams. Namyang Dairy Products also launched three new formula products in July — its first new formula in nine years.

The shift reflects a sustained increase in births. The number of newborns rose from 230,028 in 2023 to 238,317 in 2024 and 254,341 in 2025, marking two consecutive years of growth. In the second quarter of this year, 70,791 babies were born, a 15.8 percent increase from the same period a year earlier.

Memberships and packages aimed at young children are also multiplying. CJ OnStyle launched a subscription-based membership for children this month at 990 won per month. The company said it had taken note of growth in the children's category, adding that sales of related products rose about 160 percent in the first half of the year compared with a year earlier. Hotel Shilla in Seoul recently unveiled its "Little Ladies and Gentlemen" package, which teaches children table manners.


soho0902@heraldcorp.com