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The Pursuit of Beauty at Any Cost

Within the last few decades, South Korean media & pop culture have taken the world by storm. Known as hallyu, the giant media wave of popularity has established South Korea into a media powerhouse capable of captivating the world’s screens with music, television and cinema. Popular Korean television soap operas (Heirs, Running Man, My Love From Another Star) currently boast millions of views from people all over the world. Korean music popularity has also skyrocketed in popularity in recent years, which can be attributed to the ever-increasing presence of the Internet & the music videos associated with Korean pop groups. Perhaps a link can be established between the growing popularity of Korean music and sexually suggestive & risqué music videos that depict group members who appear beautiful without any imperfections. Interestingly, the fixation of beauty & physical perfection that Korean pop stars seem to have permeates beyond the musicians & directly influences their viewers & listeners alike. Widespread power and influence of Korean media companies bombard Korean society and the internet with unattainable images of beauty results in a viewership fixated on achieving a standard of beauty unavailable to most people. As a result, the prevalence of plastic surgery in South Korea has blossomed into an exorbitantly profitable business. In 2014, South Korea alone dominated the global plastic surgery market by 24%. The country’s market share equates to nearly 5 trillion dollars (USD) (Korean Intellectual Property Office). Despite the enormous financial & economic success that South Korea experiences, I argue the success of pop star groups, tied with the flourishing plastic surgery industry results in more harm than benefit for Korean society. Moreover, I argue that plastic surgery & beautification in South Korea function as more of a status symbol than for one’s own happiness or desires.

Understanding Korean history and culture before the widespread popularity of Hallyu becomes pertinent in examining the circumstances in which Korean pop star groups were able to skyrocket to worldwide recognition. As Epstein & Turnbull note, “Although more traditional consumption of Korean pop music exists… Korean popular music is driven by the visual, not only via live performance on television but in music videos” (Epstein & Turnbull 316). As this quotation reveals, Korean media companies have created a unique niche in which many pop star members now not only reach their listeners through music, but also attract a wider audience through their music videos. In these videos, the girls are presented as beautiful women with very few physical imperfections. It is no coincidence, then, to recognize the simultaneous cultural phenomenon of widespread plastic surgery within South Korea. According to a recent survey conducted by the Seoul city government, the survey “found that 31.5% of residents 15 or older were willing to undergo surgery to improve their looks. In 2007 the percentage was 21.5%” (Choe). These shocking numbers reinforce the countless anecdotes of young people who envision that life will be better after going under the knife. In examining the economic climate & historical causes behind the recent plastic surgery craze, Wang notes:

“With heavy layoff rates and fewer job openings, the employment market began to also include appearance as one of the selective conditions for hiring a candidate. This practice, which is still in existence today in the country, requires the applied job candidates to attach professional headshot photos at the top corner of the job application form” (Wang).

While most can agree that job searching & job applications can be a difficult and arduous process, the fact that South Korean people are evaluated for potential employment based on physical appearance seems superficial. Employers should be objective in their selection of prospective employees & selecting applicants based on their appearance undermines their success and achievements. I believe that in requiring applicants to send a headshot with their application, employers send a chilling message to the people in South Korea: what one looks like matters significantly more than who one is.

South Korea’s plastic surgery & entertainment industries are heavily intertwined and both industries profit from their respective economic growths. This can be directly seen in a typical new patient questionnaire that is given to prospective patients when they begin shopping for surgical procedures. Questions such as “which entertainer do you want to most resemble?” and “do you have other friends considering plastic surgery? If so, how many?” indicate the grappling hold that media companies & the dominant plastic surgery market have on South Korean society. This can be seen in Holliday & Elfving-Hwang’s text, where they found that: “public attitudes to aesthetic surgery in Korea have become increasingly positive. In general, cosmetic surgery is perceived as a worthwhile & understandable investment in the body, rather than a sign of vanity” (Holliday & Elving-Hwang 2012). The cultural acceptance of plastic surgery can be further illustrated by the fact that many young girls are promised cosmetic surgery as a reward for completing a task, such as passing a college entrance exam or receiving a degree from university. Parents often pay for their children to undergo these procedures in hopes of increasing their child’s potential chance of meeting the best potential spouse for marriage. Additionally, a music video recently produced by the popular K-Pop star group Six Bomb where the members consult a plastic surgeon and each undergo plastic surgery.

Interestingly, these music videos depict plastic surgery in such a nonchalant manner that it provides the impression that permanently altering one’s physical appearance is not only common, but also blatantly encouraged. Moreover, the hypersexualization of prominent media figures sends a direct narrative to South Korean society, particularly the women. The messages directed towards women are received loud & clear: men choose their potential marriage partners through physical beauty & little else.

The surge of popularity plastic surgery receives in South Korea even extends to foreigners visiting South Korea. As Oh notes, “the local Korean context is already globalized & hybridized as the local/global boundaries become more fluid” (Oh 62). As this quotation reveals, Korea’s global media presence provides various South Korean entertainers to reach audience members all around the world. As a result of South Korea’s expansive reach, medical tourism has exploded within the last few years, as many people now equate South Korea as a destination for affordable & effective plastic surgery. Foreigners gain exposure to South Korea through re-watching old soap operas or watching Korean game shows on the Internet. As people all over the world now recognize, Korean media performers & plastic surgery go hand in hand. The narrative of not good enough echoes through every music video, sexualized lyric & advertisement people must see each & every day. The pertinent question to be answered for individuals who become hypnotized by South Korean beauty standards becomes not “Should I get plastic surgery, but “when?” The recent influx of interest surrounding South Korean plastic surgery further illustrates the pervasive influence of Hallyu, as many Chinese foreigners filled plastic surgery clinics to satisfy their “infatuation to look just like Korean celebrities” (Kim). Business officials in Korea have proposed catering entire floors to these Chinese tourists, as they bring big business & an influx of constantly new customers eager to undergo the knife. South Korea has truly taken on its new role as plastic surgery capital of the world in stride. South Korea recently passed The Tourism Protection Act, proposing construction of an “all-in-one, one-stop surgery complex” fully equipped with “transportation services, medical-care operating rooms, lodging/hotels, aftercare facilities, as well as food & drinks, shopping, sports & recreational facilities” (Wang). As this quotation reveals, the potential financial gain from a flourishing medical industry has not gone overlooked by South Korean government. While the country itself may benefit from the economic boost, the enormous pressure placed on South Korean society results in deep-rooted, systemic societal issues that manifest as health consequences. These seemingly harmless, normal procedures can have catastrophic complications that outweigh any potential desire to fix any perceived physical imperfections. The success of the plastic surgery industry tied with the popularity of Korean pop star groups results in a society that constantly reminded to be unhappy with their physical appearance through commercials and advertised plastered all over public transit.

The persistent reminder of physical inadequacy can be catastrophic in an individual prone to self-esteem issues & body image problems. Perhaps the most tragic case can be evidenced in former Korean model Hang Mioku. Mioku worked as a model in her early 20s & received her plastic surgery procedure at the age of 28. Obsessed with the pursuit of softer skin, Mioku eventually resorted to injecting herself with black market silicon as well as cooking oil. The substances resulted in massive inflammation that resulted in permanent disfiguration of Mioku’s face. Her appearance was so drastic that she was unrecognizable to her parents.

Mioku’s story is a tragic one but there are countless other young people who are bombarded with advertisements that indicate that they should not be happy with their appearance & that plastic surgery can solve any insecurity regarding physical appearance. The immense fixation on physical appearance inevitably believes one to question whether South Korean society cares more about what someone looks like rather than who that individual is. According to Holliday & Elving-Hwang:

“The most popular cosmetic surgeries in South Korea are eyelid surgeries (blepharoplasties) and ‘nose jobs’ (rhinoplasties), although jaw reshaping – performed using oscillating saws to reduce the angular prominence of the mandible” (Holliday & Elving Hwang 60).

These elective surgeries are certainly not risk-free. In jaw reshaping surgery, the surgeon reduces the physical contours of the chin but often times must dislocate the jaw to reset the jaw to a more angled appearance. From an anatomical standpoint, the jaw is filled with a rich neurovascular supply that can become compromised if mishandled. Permanent consequences include hemorrhage, shock, & paralysis of the muscles of mastication. These injuries can severely affect quality of life in young patients. Additionally, patients can lose permanent sensation in the orbital area when patients elect to have blepharoplasties completed. The fact that such dangerous procedures rank among the most popular elective procedures in South Korea reinforces the notion the pervasive influence of Korean media & the plastic surgery industry. Moreover, the psychological trauma & immense societal pressure that drives individuals to elect to have these procedures done illustrates a burning desire for people to fit in & seemingly appear to have been blessed with everything that matters in life.

South Korea remains one of the most interesting countries in the world in terms of its culture, history & people. Examining why the Korean medical & music industry have experienced rampant success in the last few years has been particularly interesting since my only point of comparison is my experience living in the United States. Specifically, Los Angeles is known as a materialistic & superficial place but living in the city I have never experienced the blatant advertisements for plastic surgery everywhere I go. South Korea’s globalization efforts inevitably result in financial benefit for it’s economy. It is important to be cognizant of the advantages of globalization, as seen through medical tourism, plastic surgery & the increasing popularity of pop star groups & their music. However, the health consequences outweigh the benefits experienced. Through my study of South Korean pop culture & the phenomenon of beautification through plastic surgery, I have gained an immense appreciation & respect for the importance of cultural values and differences. I believe embracing ones physical imperfections allows an individual the chance to gain additional happiness and live a more fulfilled life.

Works Cited:

BBC Newsbeat. "K-Pop band Six Bomb 'celebrate' plastic surgery with before and after videos." BBC Music, March 16, 2017. Accessed March 20, 2017.

In a BBC Newsbeat article, BBC discusses the popular Korean pop star group ‘Six Bomb’ and their recent decision for all their members to undergo plastic surgery. The controversial decision cost nearly 88,000 USD and all members had almost every procedure done from blepharoplasties to breast augmentation procedures. I would like to use this non-scholarly source as a platform to discuss the immense pressure that these women must feel in order to stay relevant in the public eye. The fact that all four of the girls received almost every plastic surgery procedure imaginable In order to rid themselves of their physical imperfections illustrates the profound point that these artists are not viewed as humans but instead are utilized as advertising campaigns to further solidify the agendas of big Korean media companies.

Choe, S. (2011). In South Korea, Plastic Surgery Comes Out of the Closet. The New York Times. Retrieved March 17, 2017.

Choe’s article was important for my paper because it provided me with real life examples of women who were searching for plastic surgery. It allowed me to understand that the prevalence of plastic surgery is a multi-factorial issue but it is a systemic issue that becomes perpetuated by various forms of media (specifically in television & music videos).

Epstein, Stephen, and James Turnbull. "Girls Generation." In Korean Pop Culture Reader, 314-39. Durham, NC: Duke University Press, 2014.

In Epstein & Turnbull’s study, they studied the various ways in which Korean media pervades every aspect of South Korean society. They specifically looked at the prevalence of Korean music videos and the importance of these music videos for advertising for various Korean media companies. By portraying all of their artists within the media’s image of beauty, these media companies can set out to set their own standards of physical attractiveness and beauty which then reaches the general public and profoundly affects the self-esteem and worth of women all over the world. I plan to utilize Epstein & Turnbull’s text to delve into how Korean media companies utilize musical groups to project an unattainable image of beauty and prosperity that many will reach for and never achieve. Specifically, examining the factors related to music video production and various advertisements throughout Seoul will help me gain a better understanding of the influence of Korean media on beauty standards within the culture.

Holliday, Ruth, and Joanna Elving-Hwang. "Gender, Globalization and Aesthetic Surgery in South Korea." Body & Society 18, no. 2 (2012): 58-81.

In Holliday & Elving-Hwang’s text, they analyze the various plastic surgeries that are popular within South Korea. Specifically, they examined the various popular surgeries known as blepharoplasties, rhinoplasties and jaw reshaping. In their text, the two authors delineate the various risk factors and benefits of each procedure. Learning about the specific procedures that are done in Korean plastic surgery and the prevalence of complications allows a more holistic view of what types of procedures are popular and why. I would like to utilize Holliday and Elving-Hwang’s journal article to examine the industry of plastic surgery within South Korea and analyze various factors related to healthcare. Specifically, I would like to analyze various ways in which many women pay for surgery and how it affects them post-surgery in terms of health and self-esteem.

Kim, Chul-joong. "Beauty Industry Could Create Next Korean Wave." The Chosun Ilbo, October 15, 2009. Accessed March 5, 2017.

This article helped me understand the cultural values that Koreans share & the importance of being accepted within the society. It provided me with a different lens to view the subjects of medical tourism & body dysmorphism.

Oh, Chuyun. "The Politics of the Dancing Body." In Korean Wave, 53-81. Palgrave Macmillan, 2014.

In Oh’s text, she analyzes the various ways in which Hallyu, or the “Korean Wave” has skyrocketed in popularity. She specifically examines the various ways in which fans interact with these music groups and how many people utilize the internet to access music and music videos that allow the pervasive influence of Korean pop star groups and Korean culture. Additionally, Oh argues that the way in which these Korean media companies present music is primarily through music videos. Specifically, these music videos often have young girls who are beautiful without any physical deformities due to their extensive plastic surgery. I will utilize Oh’s text in conjunction with Epstein & Turnbull’s paper to examine the connection between the popularity of Korean pop star groups and the prevalence of plastic surgery among the general population.

Wang, Yuqing. "Behind South Korean Cosmetic Surgery: Its Historical Causes & Its Intertwined Relationship with Korean Pop Culture." Master's thesis, University of Delaware, 2015. Accessed March 11, 2017. Proquest.

In Wang’s text, she reveals “nearly 15 million cosmetic surgery procedures were done in 2011 in South Korea.” Specifically, Wang’s paper attempts to establish various connections between the booming industry of plastic surgery in Korea with the prevalence of Korean pop star groups and their pervasive influence on the general public. Additionally, Wang contends that the popularity of plastic surgery within Korean culture is not due to the popular belief that many Koreans are trying to assimilate into Western culture. Rather, Wang argues that historical and cultural factors are the reasons for the popularity of plastic surgery within South Korea. I plan to utilize Wang’s journal article in my paper to examine the popularity of plastic surgery within South Korea as well as examining the historical and cultural factors that shaped the current climate of plastic surgery and pop star groups.