South Korea is often referred to as “the land of beautiful people”. Indeed, the number of attractive women and men (especially men!) is higher here than in any other country in the world. But this is far from being a genetic feature, but rather the result of the cult of beauty that has emerged in Korea in recent decades. To a large extent, this beauty is artificial.
Korean women have always taken care of themselves: folk traditions in cosmetology have a history of many thousands of years. It is precisely on this that the advertisement of Korean cosmetics is built.
Realizing that it will be difficult to compete with leading western brands, South Korean companies have emphasized national characteristics. “10-step skin care system”, revolutionary BB Creamhydropachi – they are all Korean inventions.
Korean cosmetics have become popular thanks to innovative technologies, unusual natural ingredients (green tea, volcanic dust, snail mucus, bee venom, starfish extract, etc.), as well as bright and attractive packaging. As a result, South Korea ranks third in the world in cosmetics exports.
But the main thing that has contributed to the advancement of Korean products in the world market is a phenomenon called “Hallyu” (“The Korean Wave”).
Starting from the 90s, first Asian countries (China, Japan, Thailand, etc.), but then the rest of the world became fascinated with modern Korean pop culture – music, cinema, series and fashion. Singers and actors of popular pop groups became cult characters around the world from the series.
The main requirement for such artists is not so much their musical or acting talents, but an ideal appearance that must meet the canons of modern Korean beauty. Such an appearance is achieved with the help of plastic surgery.
Korea currently ranks first in the world in terms of the number of plastic surgeries. According to a 2020 study, one in three women between the ages of 19 and 39 has had plastic surgery at least once.
Most often, Korean women enlarge the eyes, reduce and create a delicate nose, create a V-shaped chin. Sometimes operations are also performed on the body, but Koreans are lucky with genetics – overweight people are rare.
Plastic surgery is performed even on teenagers: in South Korea, it is believed that the earlier the surgery is performed, the more natural it will look in the future. According to some data, about 20-30% of plastic surgery clinic patients are students. Plastic surgery is often given as a birthday present or at the end of the school year. In addition, the prices of operations are quite democratic. For example, eye augmentation surgery ($800-$900) can be afforded even by a family with an average income.
But the most interesting thing is that there are as many men as women among the clients of plastic surgery clinics. The cult of male beauty in South Korea is probably even higher than that of women.
Seoul has become the world’s “outsourcing” center. Dermatology and cosmetic surgery clinics are as common here as hair salons. The most popular topic of conversation is who, where and what operation was performed. A real obsession with beauty has arisen in society and this phenomenon has a name K-Beauty has led to a serious social problem.
People who do not meet beauty standards are discriminated against, and the suicide rate (which is traditionally high in Korea) is on the rise due to those who cannot accept their appearance.
In Korea recently, a motto has become popular “Oemo jisang juui” (“Outer appearance is above all”). Don’t you think there’s something fascist about that?
No one knows what to do. Because a whole generation has already grown up with artificial beauty.
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2023-05-31 11:37:55
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