23 Feb Lego Flowers are New Gifts for Korean Valentine’s Day

LEGO Bloom Bar Becomes the Hit Dating Spot

For celebrating Valentine’s Day, LEGO launches a romantic “LEGO Flower Shop” pop-up called LEGO Bloom Bar in Seoul. Open from February 5th to 25th at Musinsa Store Seongsu Daelim Warehouse, the pop-up themed around LEGO flowers, created a romantic space decorated with LEGO Botanical Collection.

Photo of @Legokorea_official

It offers on-site workshops, and exclusive gifts for Korean lovers. They can use specific LEGO bricks to create roses together, making “handcrafted romance” the most tactile expression of this Valentine’s Day.

With the recent rise in flower prices, Lego flowers are emerging as a new gift trend amid the increasing demand for alternative products that can be stored for a long time instead of real flowers. According to Reco Korea, daily average (5th to 8th) of about 5,800 and cumulative 23,200 visitors which more than 80% are 20s and 30s visited the pop-up store.

Photo of XHS user @kungaogao

The history of Valentin’s Day in Korea

Valentine’s day in South Korea is unique compared to western traditions, as it involves multiple days of celebration centered around love and relationships.

It is one of 12 “love days” celebrated on the 14th of every month, some of the most notable ones include Rose Day (May 14th), Kiss Day (June 14th), and Hug Day (December 14th).

Rather than giving gifts separately on Valentine’s day and White day (March 14th), Korean young people exchange small diverse gifts, celebrating together, and sharing moments on special occasions.

Key Takeaway for Brand

In today’s Korea, romance is not just an emotion but a lifestyle moment. The brands that create safe, shareable, and emotionally resonant experiences around love can tap into a powerful cultural driver.

Cover Picture XHS user @kungaogao

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