00:03Some might cringe at the thought of showing up and accidentally wearing the same thing as your date.
00:08But in Korea, matching your clothes is the point.
00:11They are the same.
00:14They are the same.
00:14They are the same.
00:15They are the same.
00:16They are the same.
00:22Seoul, Korea.
00:24In a country where traditional courtship rules and public displays of affection are considered taboo,
00:30young and fashionable Koreans are showing off their relationships through carefully coordinated clothing.
00:37The matchy-matchy couple look was first made popular in the 90s by Korean TV stars and honeymooners,
00:43but it's back and stronger than ever.
00:45I'm meeting my friend Tim to help show me around the city and this evolving trend.
00:50Where are we going to head to see these matchy-matchy couples?
00:52We'll go to Hongdae and to the Han River Park.
00:56I'm sure we'll find a lot of them.
00:59Being a couple is a big deal here.
01:03On top of Valentine's Day, there are 12 other couple-related holidays,
01:07including Rose Day, Photo Day and Wine Day.
01:13There's a bunch of universities around here.
01:15A lot of college couples, they like to match up.
01:18It spawned a small but growing industry.
01:21A couple swimsuits, a couple t-shirts and even a couple underwear.
01:27We're headed to the hip neighborhood of Hongdae to check out a vintage store run by a couple who like
01:33to match.
01:42Ji Eun and Ongjung own the store and have been together for five years.
01:45It's more like our own flavor expression.
01:50Not just clothes, but the vibe that we have.
01:53Special.
01:54I want to have it to be different from other people.
01:56I want to have it to be different from the head and the head.
02:00So what do your single friends make of this?
02:04We're talking about it.
02:06We're talking about it.
02:06We're talking about it.
02:09We're talking about it.
02:10We're talking about it.
02:10We're talking about it.
02:11We're talking about it.
02:15While couples fashion is fun to look at, it can be a challenge to execute.
02:19In Korea, it's rare for couples to live together and many live with their parents until marriage.
02:26Soo Min has her own apartment in Boondong, which is nearly 30 minutes away from her boyfriend Nick.
02:31I can't wait to see you get ready for your matchy matchy day with Nick.
02:35Sometimes it could be .
02:37I think there's a way of not making it corny.
02:40She's going to show me how exactly this works on a day-to-day basis.
02:44All right, what mood are we in today, Suman?
02:46I like this little summer dress theme.
02:49So you have to let him feel like he has some say in the outfit.
02:54Honey, you're on speakerphone.
02:55Hi, Nick.
02:57It's Asha.
02:57Hi.
02:58So I'm thinking about wearing a blue checkered one-piece dress or a white see-through blouse.
03:07Um, blue checkered?
03:09Blue checkered?
03:10Do you have a blue checkered shirt that matches then?
03:13Yes, I think I do.
03:15Are you going to wear a hat, honey?
03:17I don't think so, no.
03:18Can I wear heels?
03:19I will.
03:20If you wear heels, I'm going to wear my Doc Martens.
03:23Okay.
03:23Bye.
03:24Bye.
03:25I'm going to leave you to get changed now that you know your outfit.
03:28And I look forward to seeing you and Nick later.
03:30Okay.
03:32Tim tells me it's not just couples who coordinate their look.
03:35Friends and families match as well.
03:38So we decide to give the look a try.
03:41I don't know.
03:42I don't think I can do the flowers.
03:44Are we tie-dye people?
03:46Have you ever done matchy-matchy couple fashion?
03:50I have not.
03:55As we leave the store as a matchy pair, I have to admit.
03:59Are you ready to face the world?
04:01I feel a bit ridiculous.
04:03But it quickly disappears as we start to spot other matching couples.
04:07Oh my god, another matching couple.
04:08We're matching too.
04:10I feel like I've joined a club.
04:12Do you call each other in the morning?
04:13Not calling, but texting.
04:15I love each other.
04:18Let's find more.
04:20New York.
04:21How do they go?
04:23They both got bad boy hats on.
04:26I just got them.
04:28Unfortunately.
04:29Your hair is slightly similar.
04:31We have shoes here.
04:33You were okay with this?
04:34Did you like this?
04:36Yes.
04:37I'm happy.
04:38After seeing so many couple looks, I'm beginning to get used to the idea.
04:42But the uniqueness of this trend doesn't escape me, nor Nick.
04:46I've never done it until I met her.
04:48So I'm from the States, so it was kind of a big shock for me too when I first came
04:52here two years ago.
04:53In the early days, we probably didn't really have a lot of things that matched.
04:55So we shopped together and then built on top of that.
04:59I don't think it'll ever get old.
05:01I've never really thought about why that happened, but it's like a culture for us.
05:06There's a reason why sports teams have the same uniform to show that they belong together.
05:12Okay, I have to ask, are you wearing matching underwear?
05:15Right now?
05:15I'm not sure.
05:17I don't know if our parents are going to watch this.
05:23Do you find, particularly being from America, that people are less willing to show public displays of affection in Korea?
05:31I think Korea is still a little bit more conservative.
05:33Unless you're drunk.
05:35Like, unless they're drunk.
05:36There's always a loophole.
05:38There's always a loophole, yeah.
05:39Do you think there's any link then between people substituting kissing an affection and displaying it for their clothing?
05:47Definitely, yeah.
05:48Woo!
05:48Never thought of it like that, but that's a great point.
05:53When we dress the same, it does make us feel a little bit closer.
05:57Have little children who matches our outfit.
05:59It'll be super cute.
06:02Oh, I love that.
06:05As silly as it felt at first, I eventually got Matchy Matchy Fashion.
06:10The experience bonded us.
06:13Matchy Matchy is a statement to the world about your relationship to one another.
06:17But it's also something to share just between the two.
06:20You've been such an amazing guide.
06:22Thank you for showing me around South Korea.
06:24It was my pleasure.
06:26It's a visual connection that reminds you to appreciate the one you love.
06:31And who can blame them for wanting to show off a little teen spirit?
