62% of Young Koreans View Marriage as an Investment, Survey Reveals Seoul, September 19, 2006 - Cheil Communications Inc., one of the world's top 20 advertising and marketing communications agencies, has published a trend report highlighting the changing views of young South Koreans toward marriage. The report, entitled 'Wedding Trends in the Digital Age,' shows young South Koreans increasingly view marriage as an investment and carefully weigh the economic potential of their partner before tying the knot. Based on an online survey and interviews with 400 men and women aged 25 to 34, the report also finds young people are taking a more active role in seeking out marriage prospects, rather than relying on introductions from family and friends. Key findings in the report include - 62.1 percent of respondents view marriage as an 'investment' - When being introduced to someone, 70.6 percent place importance on his/her economic potential - 55.8 percent say age does not matter if their partner has a good job - 15.2 percent prefer commercial matchmaking services, rather than blind dates arranged by family or friends - 92.0 percent say the couple's feelings regarding getting married are more important than those of their parents - 46.6 percent frequently visit places or attend parties where singles from 'good backgrounds' gather in order to find a partner - 64.3 percent say a wedding ceremony should be fun, not solemn - 90.6 percent believe a happy marriage requires effective wealth management This year is seeing a flood of weddings in South Korea because it is viewed as a lucky year to marry based on the Chinese lunar calendar. Due to a leap month, lunar 2006 contains two 'spring days,' instead of one, something that occurs every two to three years. Ik-tae Kim, director of Cheil Communications' Integrated Strategic Services Division, said young South Koreans are increasingly pragmatic in their views and aspirations about marriage. 'The 25 to 34 generation wants to improve their quality of life by thinking about marriage in a new way,' he said. 'Their way of approaching weddings and married life is very practical and reflects their own needs and standards.' The study also looks into the changing preferences for wedding gifts and offers tips for advertisers seeking to appeal to couples who are planning marriage. The original report is published in Korean only, however, a 10-page summary in English is available on the research section of cheil.com.