That bourgeois logic is now driving a quiet boom in exclusive matchmaking services in Seoul’s wealthiest districts, particularly in Gangnam, where housing prices rank among the world’s highest and social circles grow increasingly stratified.
Inside Helio City, a massive complex of 35-story towers in Garak-dong, Songpa District, a two-person matchmaking outfit is suddenly drawing attention.
The average three-bedroom apartment here sells for around $2 million. Opened in June, the small business — Helio Marriage Information — has attracted more than 200 members from the seven-year-old residential community of roughly 9,500 households.
“Everyone here has good jobs,” said the agency’s CEO. “Most are in their 30s and 40s — doctors, lawyers, many professors. These are people with high standards who don’t want to meet just anyone, which is why they come to us.”
The agency remains relatively low-profile, but parents with marriage-age children are already expressing strong interest. “I have a daughter,” said a resident in her 50s.
“It’s comforting to meet someone from the same community. This is a well-off area. People have similar backgrounds. There aren’t many introduction services like this.”
A woman in her 60s added, “What I like is the sense of trust. As a parent, it’s hard to really know who your child might marry.”
Still, not everyone is pleased.
“Not everyone here is rich,” said a man in his 50s. “Many live on jeonse or in rental units. Big differences in background can cause friction. I worry it will create invisible rankings within the same complex.”
As soon as residents began moving in during late 2023, a new platform called One Bailey Nobility appeared. The response was “explosive.” With average units priced around $4 million, many households had marriage-eligible adult children, and demand for highly vetted introductions surged.
She said enthusiasm grew after the club celebrated its 11th engaged couple — both doctors. Membership reportedly costs 200,000 won ($136) to join and 300,000 won ($204) annually. Building on its success, the initiative has expanded to nearby luxury complexes including Raemian Prestige and Acro.
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