Current Recognition and Preference of Floral Decoration in Pop-up Style Weddings in Korea

Abstract

In this study we surveyed 431 adults in Korea to investigate the current awareness and preference of floral decorations in pop-up style weddings. The majority of survey respondents (74%) considered the pop-up style wedding positively, along with expressing the importance and need for floral decorations at the wedding. Respondents reported a number of advantages of the pop-up style wedding, including the possibility of open communication with guests, customized wedding planning depending on the space and number of guests, and the ability to individualize the wedding and make it unique. However, the respondents also recognized some disadvantages to this style of wedding, and the possibility of unexpected poor weather conditions (humidity, heat, wind, etc.) was considered the major disadvantage. Respondents preferred outdoor space more than indoor space for the pop-up style wedding space, and modern-style buildings were seen as the most favorable structure both for indoor and outdoor events. According to the survey, respondents preferred the floral decorations of pop-up style weddings because they felt they can emphasize the spatial characteristics and provide personal options for a preferred floral decoration and various objects. Respondents considered all floral design components as important except for wedding car design. In particular, wedding aisles, the bridal bouquet, and wedding aisles entrance decorations were seen as the most important parts for the floral decorations in pop-up style weddings, and the female group considered floral decoration more important than did the male group. These initial results point to the need to collect more information on floral decorations for pop-up style weddings targeting consumers with personal wedding preferences, and that customized floral decorations for pop-up style weddings would enhance the consumers’ satisfaction.