More Japanese women say ‘I do’ to South Korean men, swept along by ‘hallyu’ wave
There were 1,176 such marriages last year, a significant rise from 2023
These marriages stand out amid a long-term decline in South Korean nuptials. While total marriages have dropped by nearly 30 per cent over the past decade, international unions have steadily grown over the last three years, accounting for around 10 per cent of all weddings in 2024.
For many couples, the starting point is cultural curiosity. Japan’s hallyu (Korean wave) fascination has been growing since the early 2000s, when K-dramas such as Stairway to Heaven and Jewel in the Palace aired to widespread acclaim. More recently, a younger generation immersed in K-pop, Korean fashion and online language exchanges has embraced deeper personal connections.
That cultural exchange has also played out on television. Premarital Love, a Korea–Japan dating show that premiered in September last year on Korea’s MBN and Japan’s Abeema TV, pairs Japanese women with South Korean men on unscripted dates. The show quickly drew attention for its cross-cultural chemistry and strong viewer engagement, with early episodes generating buzz on South Korean forums for the couples’ natural rapport and relatability.