With Valentine’s Day just around the corner, Korea is gearing up for a unique celebration that marks the beginning of its three romantic days. Unlike in many Western countries, it is women who traditionally take the lead in gift-giving on February 14th in Korea. Men reciprocate later, on White Day on March 14th. And singles are celebrated one month later on Black Day, on April 14th where having a bowl of Jajjangmyeon is the tradition!
This series of celebrations hence drives spending and creates multiple opportunities for marketers to engage consumers over an extended period of time, boosting sales. Gift-giving being at the center of these three days, they represent an ideal target for marketing campaigns across various industries.
Top-Selling Items
Valentine’s Day in Korea sees a diverse range of popular products that capture consumers’ attention. Chocolates and candies lead the way, accounting for an impressive 64% of planned purchases. These can include ordinary and budget-friendly convenience stores sweets, but also carefully curated selections ranging from artisanal handmade chocolates to character-themed sets and special editions.
We asked some women working at Asiance about their usual Valentine’s day purchase, and most of them answered by mentioning chocolate! One said: “If I am in a relationship, I feel pressured to buy gifts or at least a chocolate. My parents also exchange small chocolates. If I am single, I still buy myself chocolates or share them with friends or sometimes coworkers”. The gift-giving tradition doesn’t limit itself to romantic partners, but also extends to friends and other social spheres!
Beauty products, particularly men’s skincare lines, represent another significant category. Korean consumers have shown a growing interest in premium skincare sets targeting men, with a focus on anti-aging, moisturizing, and grooming products that especially appeal to young professionals.
Luxury items and accessories round out the top-selling categories. Consumers gravitate towards designer jewelry with romantic motifs, limited edition watches, couple accessories, and high-end leather goods. The emphasis is not just on the product, but on the presentation – branded gift boxes and elegant packaging play a crucial role in the purchasing decision.
Digital Marketing Strategies
Brands are employing a variety of marketing strategies to capture consumers’ attention and drive sales. Targeted digital advertising on social media platforms forms the cornerstone of many campaigns, allowing companies to reach specific demographics with tailored messages. Social media campaigns are essential, with a focus on creating engaging content across popular platforms like Instagram and KakaoTalk. These platforms offer unique opportunities to connect with Korean consumers where they spend much of their time online. This approach ensures that promotional messages resonate with specific audience segments, increasing the likelihood of conversion.
To boost engagement, many companies are also leveraging interactive content and social media challenges, encouraging users to participate in Valentine’s-themed activities and share their experiences online. This trend aligns well with Korea’s specific Valentine’s Day customs and the country’s tech-savvy population. Brands can typically create hashtag campaigns, photo contests, and video challenges centered around Valentine’s Day themes. These might include sharing romantic moments, showcasing creative gift ideas, or participating in virtual couple activities. Some brands are developing custom AR filters or mini-games for popular platforms like Instagram, TikTok, and Kakao, allowing users to interact with their products in fun, virtual ways.
These interactive campaigns serve multiple purposes. First and foremost, they increase brand visibility and engagement. By increasing user-generated content that can be repurposed for marketing, they foster a sense of community around the brand. By encouraging participation and sharing, brands are effectively turning their customers into brand ambassadors, extending their reach beyond traditional advertising methods.
Mobile-first strategies are paramount in Korea’s market. Optimizing for mobile shopping experiences, including offering app-exclusive deals, caters to the preferences of Korean consumers who predominantly shop via their smartphones. By implementing these digital marketing tactics, brands can effectively engage with their target audience and drive sales during the Valentine’s Day season.
Influencer and celebrity partnerships have become increasingly popular in the realm of digital marketing, especially for seasonal campaigns like Valentine’s Day. A prime example is KitKat’s recent collaboration for the 2025 Valentine’s season. Nestle announced that KitKat would introduce their limited-edition set ‘KitKat Heart Teen’ for Valentine’s Day, featuring a partnership with the popular design studio ‘Blooming Tail’. This special set includes five popular KitKat products and comes with exclusive custom stickers, enhancing its appeal as a gift. To further boost its trendy image, KitKat launched a brand campaign featuring Wonpil, a member of the band DAY6, in a VOGUE pictorial. The campaign extends to social media, with various participatory events centered on Instagram, aiming to create authentic connections with potential customers. The ‘KitKat Heart Teen’ is available through multiple distribution channels, including Nestle’s Naver official mall, KakaoTalk Gift, convenience stores, and large supermarkets, making it easily accessible to consumers.
These efforts are often complemented by limited-time promotions and discounts, creating a sense of urgency and encouraging immediate purchases. Retailers and businesses are ramping up their promotional efforts with a focus on seasonal discounts and flash sales. By creating a sense of exclusivity and limited availability, businesses are tapping into the fear of missing out (“FOMO”) to drive sales during this competitive Valentine’s Day period.
Connect with Asiance to elevate your brand
Asiance strives in helping brands to make a lasting impression within Korea’s competitive landscape and unique marketing calendar.
Our deep-rooted understanding of Korea’s digital ecosystem and consumer behavior makes Asiance well-equipped to craft campaigns that truly resonate with local audiences. From engaging social media campaigns to optimized mobile experiences, Asiance’s data-driven approach can help brands capture the attention and loyalty of Korean consumers, turning Valentine’s Day opportunities into tangible results.
Contact us at insight@asiance.com to craft innovative marketing strategies and immersive brand experiences that resonate with your audience!
