Another matchmaking company has appeared bearing the name of a high-priced apartment complex. It takes its name from Helio City in Garak-dong, Songpa District, Seoul. Following Raemian One Bailey in Banpo-dong, Seocho District, Seoul, the most expensive apartment complex in the country, it is the second company in Korea to include an apartment name.
A company called Helio Matchmaking, which opened inside the Helio City retail arcade, began operations in June. Not only Helio City residents but also residents of nearby apartment complexes such as Olympic Park Foreon in Dunchon-dong, Gangdong District can join. It is said that about 200 people applied for membership within three months of the company officially accepting members.
The head of Helio Matchmaking is a resident of the apartment complex and is said to have conceived a matchmaking business named after Helio City after a similar venture succeeded at Raemian One Bailey. Helio City, a large-scale complex of 9,510 households, surpassed 1 billion won per pyeong (3.3 square meters) last month when an 84-square-meter exclusive-use unit recorded prices in the 3 billion won range.
This is not the first time in Korea that a matchmaking company has been created using the name of a high-priced apartment complex. The first was Raemian One Bailey, which exceeded 2 billion won per pyeong. At Raemian One Bailey, a small group called One Bailey Matchmaking Association (Won-gyeolhoe), which facilitates meetings among residents, has become active.
Won-gyeolhoe allows participation by residents themselves or their children, with a joining fee of 100,000 won and an annual fee of 300,000 won. Won-gyeolhoe operated not only group mixers and small-scale blind dates held at the complex's convention center, but also a monthly marriage counseling room. It also held seminars on preparing newlywed homes and provided tax-saving and investment education for members.
This group, led mainly by Raemian One Bailey residents, expanded its reach to nearby high-priced complexes such as Raemian Prestige and Acro River Park. Then in July this year, it transformed into an official matchmaking company, One Bailey Nobility. One Bailey Nobility is recruiting members in the Seocho and Gangnam areas. Membership fees range from 500,000 won to 11 million won depending on tier.
As matchmaking companies that arrange marriages among residents spring up one after another in districts like Seocho and Songpa, where high-priced apartment complexes are concentrated, there is word that additional companies bearing the names of certain Gangnam-area apartments are preparing to open.
Matchmaking companies that take the names of high-priced apartments, unlike general matchmaking firms, are based on region-based network systems and link only those who meet certain asset conditions. In effect, one's residence acts as the basic filter for marriage conditions.
As this phenomenon emerges, some analysts say Korea's social structure is being reorganized into a residence-based class society. A real estate expert said, "There is a saying that where you live is your business card. Now, arranging marriages among residents in high-priced apartment complexes means we are becoming a real estate class society."
Some warn that by forming a league of their own among residents of Gangnam-area apartments, this could further accelerate the stratification of the city by residential space. It makes people perceive apartments as an "entry pass to a class society." Another expert noted, "In Korea, where real estate makes up a large portion of asset, apartments are a yardstick for gauging the size of asset," adding, "The intent to meet only people with certain income and asset levels can ultimately deepen polarization between classes."