According to Statistics Korea, in 2023, South Korea recorded the lowest fertility rate among OECD countries at 0.72 children per woman, reflecting shifts in attitudes toward marriage and childbirth. This chapter examines the changing meanings of love and marriage in South Korea, based on a study conducted from September 2023 to March 2024. Through in-depth interviews with 24 individuals aged 20 to 70, this chapter reveals how traditional norms and social expectations have weakened in what sociologist Zygmunt Bauman termed ‘liquid modernity,’ a state where social structures constantly change, granting individuals more life choices. Love and marriage are now some of the many available options, with marriage increasingly influenced by family wealth, contributing to social stratification. Women's growing workforce participation has prompted a shift toward egalitarian gender roles, but generational differences in acceptance have led to social tensions. This chapter provides insights into the interplay between individual choices and traditional values, offering a deeper understanding of how shifts in love and marriage impact family dynamics and gender roles in South Korea.