With the credit crunch making wallets thinner and reducing one-exorbitant lifestyles to the struggle of making ends meet, cash rules the roost as the 'Gift of Choice' in recession-ravaged South Korea this year.
In contrast to other societies, women traditionally give single men gifts to mark February 14.
The Korea Herald, citing a survey by a local matchmaking company, said 27 percent of 256 men who were interviewed opted for cash while 13 percent chose travel-related presents.
Twelve percent wanted a wallet, rather than something to fill it with, but only seven percent desired chocolate -- the most popular gift in previous years.
"The survey results seem to reflect the current economic recession," said Hong Jung-Ok, a manager of matchmaking firm Duo Info Corp.
About a third of respondents said flowers were the last thing they wanted for Valentine's Day.
Korean men give women presents on March 14, known as "White Day," to express their affection.