SEOUL — As South Korea’s wedding season approaches, an increasing number of couples are finding themselves entangled in disputes over non-refundable deposits, forced service bundles, and unresponsive vendors, shedding light on widespread issues in the country’s booming bridal industry.
Lee, a 32-year-old bride-to-be, signed a contract in December for a 2.2 million won ($1,600) “S·D·M” package—a bundled deal of a photo studio, dress, and makeup services that’s common in South Korea’s wedding industry. With her wedding planned for December of this year, she felt confident in booking early. But when unforeseen circumstances forced her to cancel, the vendor denied her request for a refund, claiming the “order had already been processed”—despite the wedding still being nine months away.
“I had only paid the deposit. We hadn’t even discussed specific services or met in person,” Lee said. “But they still insisted it was non-refundable.”
Complaints Nearly Double Over Two Years
According to data released April 28 by the Korea Consumer Agency, consumer complaints related to wedding service packages have surged—from 152 cases in 2022 to 291 in 2024. Issues with wedding venues have also climbed sharply, rising from 345 complaints to 614 during the same period.
The increase highlights how some businesses may be capitalizing on the emotional and symbolic significance of weddings to impose rigid contracts, deny refunds, or force additional services onto couples.
Refund Rights Often Ignored
Kim, another bride-to-be, signed a 1.8 million won ($1,300) S·D·M contract during a bridal fair in February. Hours later, she regretted the decision and called to request a refund of her 300,000 won ($220) deposit—but the company refused.
“They said it was their policy not to issue refunds, no matter the reason,” she said.
However, South Korea’s Door-to-Door Sales Act guarantees consumers the right to cancel such contracts within 14 days if signed at a fair. Similarly, online contracts fall under the Electronic Commerce Act, which allows a seven-day cancellation window. Kim eventually recovered her deposit after filing a complaint through the Korea Consumer Agency’s dispute resolution service.
In other cases, communication stops altogether. Choi, 33, attempted to cancel a hanbok rental for his parent three days after signing a contract at an expo. The company refused and soon stopped responding to his calls.
Forced Bundling and Hidden Fees
Many couples also report being required to purchase extra services, often unrelated to the core wedding ceremony. A venue in Seoul’s Seocho District, for example, mandates payment for photography, wine, and piano performances as part of its standard booking package.
Others force fees for traditional ritual spaces, such as pyebaek rooms, regardless of whether the couple intends to use them. Kim, 31, preparing for her wedding this year, was told she had to pay for the pyebaek room despite opting out of the ritual.
“I wanted to push back,” she said. “But since it’s a once-in-a-lifetime event, I accepted it with a heavy heart, worried that complaining might affect the ceremony.”
Photography studios have drawn further criticism for bundling basic deliverables—like digital files or editing—into costly upgrades. In some cases, clients are told they must pay extra for outdoor or nighttime sessions, even if they didn’t request them.
Compensation Rare, Even When Services Fail
Even when vendors deliver substandard services, refunds or compensation are rare. Lee, a 35-year-old groom who married last year, said his wedding photos were poorly executed—with misaligned shots and awkward group compositions.
“They said they sympathized, but since the photos were technically taken, they refused any form of compensation,” Lee recalled.
