Miss Korea 2020?

MISS KOREA 2020?1

reaching the nooks, body image and

crooks and crannies self-esteem

page 31 page 14

2 디자인 철학

감사의 글 design rationale

Acknowledgements

I’d like to thank my thesis To mirror an avenue explored in the marketing of plastic surgery,
tutor Yi Chen and course I have opted to print on graded paper that is most similar to
leader Mo-Ling Chui for which are used in magazines. Following this, I adopted layouts
the consistent support and and text templates used in magazines to orient my thesis as a
guidance during the running replica.
of this project. Furthermore,
I wish to show my gratitude Following reflections to my findings of transitional beauty
to my peers, parents, brother standards evolved from the mid-60s to current times, the
and partner for supporting me iterations of what was described to be beautiful at the time are
during the compilation of this applied through photoshopped images of myself. Each page is
thesis. inscribed with subtle adaptations such as lighter, unblemished
skin, darkened rouge lips to bigger rounded eyes with large double
요약 eye folds. I have chosen to place these images in full size behind
the bodies of text with moderate opaqueness; this is to make the
Abstract text the focal point and emphasize eligibility.

This thesis explores the Language has been an important aspect in portraying the
relationship between South comparative cultural differences of such in the UK versus Korea.
Korea and its beauty industry, I have embedded the element of my mother tongue by translating
focusing largely on its thriving each chapter title and respective subheading in Hangul, (the
plastic surgery sector. By Korean language) alongside the English. The typography per
tapping into the sociocultural section is altered through each segment as we travel from the
inputs- quantitative data has birth of Korean beauty to its present-day; respectively using
been imperative to analyse common typography styles used at that time. Commencing, I
national and global trends opted for traditional calligraphy similar to its representation in
that work to contextualise historical scriptures, to now-outdated serif and sans serif fonts
and support qualitative data used in magazines and websites, that transition finally to cursive
extracted from online and styles that Korean’s use in writing today. This is to showcase
printed sources. All of my that design (in this case within typography), is a result of
findings have been sourced interdependent iterations manifested by internal micro-culture
through secondary research and external influences.
and with such relevancy to
ongoing affairs, it has limited In selecting the arrangement of colours, I researched the
me to conclude explicitly. psychology behind colours used in marketing and applied
However, it has shaped an relevancy to those of which are commonly used in Korean beauty
understanding of the prospects magazines. As my thesis is to be “issued” in January 2020, I
for Korea, not solitarily for looked at examples of January releases by Vogue Magazine Korea,
its beauty industry but in its Elle Korea, Dazed, Lady and The Star, finding trends of pastels
trickle-down effect to societal and muted shades of blue, pink, purple and grey which were
standards. adopted to the composition of my design,
Using images of beauty and its portrayal through various
mediums has been a vital aspect of my written work, it has aided
me to contextualise theories and controversies explored, thus
finding its place of relevancy throughout the paper.

contents 3

Introduction 4

Chapter 1: 외부, 내부 (Without, within)

대한민국 성형의 시발점 (The beginning of S.Korea (under the
knife) 5

신체적인 이미지와 자부심 (Body image and self-esteem in
young South Korean adults) 14

Chapter 2: : 디지털 마케팅 및 영향력
(Digi-Marketing and pre-constructed influencers).

대중 문화의 미 기준 (Industrialised beauty through k-pop
culture) 18

디지털 마케팅과 사람의 관계 (South Korea’s digital
relationship with its people) 20

Chapter 3: 예상과 예기치
(The unexpected and expected)

글로벌 시대, 그리고 성형의 기술 개발
(Globalisation, and the evolution and development of
procedures) 24

장소와 공간 (Decoding places and spaces) 28

멀고 넓게 도달하다 (Reaching the nooks, crooks and
crannies) 31

Conclusion 34

4

Plastic surgery in South Korea (hereafter “Korea”) has become
a common practice- a part of everyday life for the majority
of young Korean women. It has been a subject of my interest
and continuous curiosity to understand the culture and drive
that feeds the phenomena. I too have been an affiliate to
the industry’s practices, but behind personal motives, I find
importance in understanding the existing behaviours and

attitudescultural towards aesthetic procedures within

Korean society, of which proactive marketing mixed with

collectivist mentality ceases to influence its beauty ideals. The

Tripartite Influence Model (Thompson et al. 1999) argues that

such ideals are reinforced and transmitted by three primary

서론 sociocultural influences: peers, parents, and the media.

INTRODUCTION As such, I will be exploring the history, culture and economic

development of Korea and its beauty standards to contextualise

the environments in which aided the birth of plastic surgery.

Self-esteem and body image

beliefs of the participating population will help me better
understand the rationale behind decisions made. Following this,

digitalI will investigate the impact of the cultivation of

practices that power outreach of Korean beauty on a

global scale. With this, the influx of K-pop, thus tourism will

be looked at as large seeders to its globalised reputation. The final
segment will examine the current and prospects of the thriving
industry, identifying discrepancies and room for improvement.

The beginning of 5
S.Korea (under

the knife)

South Korea is a country that has emerged in recent decades to
the Western world for the revelation of its textiles, pop culture,
and largely, its beauty industry. The country currently plays an
outsized role in skin-care, globally labelled, ‘K-beauty’ (Miller,
2019). Pioneering within the scope of K-beauty is its prevailing
industry of plastic and cosmetic surgery, ranking the capital
city, Seoul as the “capital of plastic surgery” (Marx, 2015; Hu,
2018). To understand the foundation for such a reputation,
I will uncover the iteration of beauty from its first recorded
representation to its standing in society today.

Tracing back to early physical attributes of Koreans, primaeval
records are portrayed in the silk painting of the Portrait of
a Beauty, by Shin Yun-bok. Showing a round-faced woman
wearing a Hanbok, the traditional Korean dress, this painting
represents thebeauty standards of the Joseon Dynasty era (18th
century). Shin Yun-bok was an artist renown for exoticism and
“realistic depictions of daily life” in his work, often composing
the movement and expression in the figures he painted. Details
of the physique, hair, dress, and body language credit the prospect
of accuracy in the illustration of the subjects facial features.
The woman is illustrated with small sharp mono-lidded eyes, a
pronounced rounded nose, petite lips, straight-shaped eyebrows
distanced widely from above the eyes.

Notable women that occupied beauty standards as early as the
1300s to the early 1900s were Gisaengs. Originally known as
“flowers that speak poetry” (Szczepanski, 2019). Gisaeng women
were highly-skilled entertainers that flourished in the arts of
sewing, singing, dancing and poetry to entertain men of high-
class. Although they were not classified as belonging to the same
socio-demographic, their beauty was collectively commended by
all (Asiasociety, no date).

without, within.

6 The amplification of a Gisaeng’s beauty
emerged through make-up through the
1300s influence of religion. Buddhism permeated
the three Kingdoms within the country-
Silla, Goguryeo and Baekje (37-668 BC).
Make-up skills from Silla were passed down
to the Goguryeo, later evolving to Goryeo
(918-1392) whereby it became the first
region to manufacture make-up which was
adopted for the use of both men and women.

The amplification of a Gisaeng’s beauty
emerged through make-up through the
influence of religion. Buddhism permeated
the three Kingdoms within the country-
Silla, Goguryeo and Baekje (37-668 BC).
Make-up skills from Silla were passed
down to the Goguryeo, later evolving to
Goryeo (918-1392) whereby it became
the first region to manufacture make-up
which was adopted for the use of both men
and women. The first king Tae Jo Wang
arranged for Gisaengs to adopt the etiquette
of applying cosmetics thus becoming a
prominent part of their image. Naming their
look Bundae, Gisaeng make-up was heavier
than the average woman and the identity
was completed by applying hair oils to make
the hair shiny, white powder to make their
complexion stand out against the rouge
added to the lips and cheeks (Yoon, 2017).
Although the bold Gisaeng look didn’t
transfer to the average civilian, elements
of accentuating particular features remain
within the beauty standards of today.

without, within.

7

Miss Korea was a

popular live show that spread
the discussion of beauty
through television. Although
selections for Miss Korea
date back to 1952, the first
record of measuring beauty
was in 1957. Pageants dressed
in various outfits including
one-piece swimsuits and the
winners were celebrated by
flaunting themselves in car
parades.

It is interesting to note the
unaugmented features depicted
in Portrait of a Beauty by
Shin Yun-bok are identifiable
among the pictured contestants
of 1960. The beauty pageant
of Miss Korea exists to this
day; with around 50 women
competing annually, of which
winners are put forward to
represent the country at Miss
International (Park, 2016).

The development of qualifying
beauty standards are subtle but
distinguishable-

without, within.

8

the headshots below show some of the participants of the mid- &197109
1970s to early 1980s.

without, within.

therefore it is speculative of Korea caused an uproar 9
whether beauty standards
09s80s requested women of double after the Miss Korean winner
The resource of higher eye-lids at this time in history
definition photos allows for and of what reason. Kim Yumi had her old high
better analysis of features
that appear to be consistent a Double eyelid surgery was school photos shared online,
decade onwards. Whereby in first performed in Korea by
the ’60s, body shapes and sizes Dr Ralph Millard, who was confirming from speculation
were forgiving to allow for an American military plastic
rounded and plumper faces, surgeon, stationed in the and eventually herself, that she
they have since been replaced country during the Korean
by more defined jawlines War of 1950-53. It is found wasn’t ‘natural’.
with pointy chins followed by that the motive was for Korean
smaller noses and consistent women to attract American It is questionable whether,
appearances of double eye- soldiers, and as a result, the before the case of Miss Korea
folds in contestants (all women very first Koreans to receive 2012, the public took much
bar the contestant pictured: this procedure were Korean care into whether an individual
top right). war brides (Lee, 2015). had tweaked her face or body
here and there, and to what
To further cement the evolved It was by the late 1990s degree of change in appearance
standard of beauty, a three- where public trends of plastic would cause people to react in
dimensional photogrammetric surgery emerged, formed by such dismay. Online comments
analysis curated by a group of the importance placed on to a mainstream Korean portal
orthodontics based in Seoul, the size and shapes of eyes Daum, presented views of
scanned the facial aesthetics of and noses, alongside face infringement of rules, deceit,
the finalists of the Miss Korea shapes that together defined suggestions to renaming
in the 1980s to find “people a ‘beautiful face’. In addition Kim Yumi as “Miss Artificial
favoured a less prominent to having the ideal physical Beauty” among others
nose, prominent lips, and a features, a standard of having promoting hate speech ( James,
deep sulcus depth (of the eye good facial impressions was 2012).
region)” ( Jang et al, 2017). imposed. Abstract as it may be,
it initiated the list of medical A year later, the conflict
Estimation calls that 50% of procedures to achieve this of plastic surgery engaged
Asians have naturally creased look: blepharoplasty (double- with Miss Korea’s contest
eyes. However, the incline eyelid surgery), rhinoplasty heightened, when images of 20
today, for double eyelids are (typically known as a nose contestants of 2013 surfaced,
not “inherent, natural or job), and introductions of jaw all remarkably resembling one
random,” according to scholar and cheekbone surgery (Leem, another.
Taeyon Kim (Lee, 2015), 2017).

In 2012, over a decade later
of surgical enhancements
becoming somewhat
frequented to normal citizens,
netizens (a “citizen of the
internet; often individuals who
partake in online incivility)
(Cambridge Dictionary, no
date.; Urban Dictionary, 2017)

without, within.

10

1970s

1990s 11

12 At the first glance at 10 of
without, within. 20 contestants made ready
to compete, one may assume
of all participants have had
the same make-up artist due
to close affinity in looks.
However, online and offline
complaints made to the beauty
organisation (before the release
of the photos to the right),
stated that all women have
been “plasticised”. As it turns
out the photographic editor
had photoshopped these
women further, to suffice to
his/their standards of beauty
in 2013.

This presses on the ideology
of “imaginary bodies” quoted
in Barbara Brook’s Feminist
Perspectives of the Female
Body, whereby pressures of
society through media and
heterosexual cultural norms
implicate the mission for
women to achieve a ‘perfect’
look.

13

2013

without, within.

14

Body image
and self-esteem

in young South
Korean adults

“Plastic

surge“oPnslavsiteiwc It is debated whether cosmetic or plastic surgery should be
marked as considerably different from that of, say general

thesmursgelevoenss surgeons perform which are viewed as a need, often life-saving.
General surgeries are typically operated to remove detrimental
diseases or seek to repair internal impairments, however aesthetic
as “healveries”w surgeries, although once patched up to become invisible, cause
otfhpermevsieoluvess initial hindrances to the skin, muscle or tissue that exert physical
acso“shmeeatleicrs” harm being done for no medical reason (Davis, 1995).
Understanding in the simplest terms why humans choose to
undergo harm and risk to look better has been a vital aspect of
research. A key concept that was founded by Thomas Cash and

doeffepcrtesvaionuds Thomas Pruzinsky is body image. Defined in their book “Body
Images” it is ”the way people perceive themselves and... the way
emcootsiomneatlic they think others see them. Constantly changing, continuously
ddesepfeecratstiaonnd” modified by biological growth, trauma, or decline ... significantly
influenced and moulded by life circumstances- accentuated by
pleasure or pain”.

The talk of body image, the esteem of oneself and its correlation

(Bleummo, t2i0o0n4a)l. to aesthetic procedures are fairly unannounced in Korea. It is
argued the effects of low self-esteem on mental health that can

desperation” lead to mental disorders such as depression or anxiety (NHS,
2017). Korea, although a thriving country economically, is

(Blum, currently ranked first and highest among the thirty-five wealthy
Organization for Economic Cooperation and Development
2004). (OECD)countries for suicide rates, “with almost 95% of Koreans
report being stressed; a third, chronically stressed” (Watkins,
2018).

without, within.

Figueroa showed that acceptance into a university. (in her case, rhinoplasty), 15
between cosmetic surgery and
self-esteem there is a strong Recognised as an investment expressing the relationship
correlation, where self-esteem to their child’s future by
can either boost or decline amplifying their chances between her assertive parent,
depending on the case (2003, of a better job, and a better
pp.21-23). However, there husband; its entirety is defined the surgeon and herself. In an
is a lack of consistency in its in economic terms (Standen,
relationship, as some report 2013; Stone, 2015; Maletta, interview with an unnamed
self-esteem to have minimum 2016). Contributing to this
effect on cosmetic surgery viewpoint is the importance surgeon, he stated, speaking
(Kim et al. 2014); others placed on first impressions,
report that low self-esteem and the factor of what the collectively for the professions
can influence the choice of other person may think of you,
procedure and that self-esteem based on your looks. Primary of his industry, that the choice
increases after cosmetic surgery possession to big rounded eyes
(Akhlaghi et al., 2015; Yin et as they are central to the face of undergoing surgery must
al., 2016). and imprint the memory when
introduced to someone (Stone, come from the child and
The largest demographic of 2015; Maletta, 2016).
Koreans who undergo cosmetic that they would not operate
or plastic surgery is found to The attachment traits of
be women between the ages adolescents exist in many if the child does not want it.
of 19-29, following various parent-child relationships into
estimates, no date). their late twenties (Chung, However, as an advocate for
Koreans identify as adults 1991), compatible with the
upon reaching the age of theories of Bruce Biddle, the experience, Blum argues
19, however for women Barbara Bank and Marjorie
indications of such, like Marlin’s Parental and Peer the extent the parent and
vacating the family home or Influence on Adolescents.
having full social and financial Conformity to a parent given surgeon play in the choice,
independence is granted after by a child is described in two
marriage, resulting in withheld circumstances: the first being and the pressure she felt to
attachments and burdens when an adolescent recognises
up until this point (Chung, that they are being observed by conform (representative of
1991). Therefore, decisions others, and the second when
to undergo plastic surgery, is an adolescent is influenced Jensen and Campbell’s study).
one often encased by parental primarily because he or she
support and funding, usually a is internalising the parent’s In the case of submission to
gift received after graduating pressure. Therefore what was the parent, the psychological
high school. Whilst I’m sure once the pressure, becomes experience for the teenager
rebellion exists for some who accepted and conducted as becomes layered, one to
oppose the idea of putting the child’s ( Jensen et al, 1975; mention the need for approval
their child under the knife Campbell, 1964). This is that is transferred from the
for no medical reason, many exampled by Author Virginia parent to the surgeon once
examples showcased through Blum, who analyses her own entering the clinic, becoming
third party interviews indicate experiences as a 16-year-old the parentified surgeon. In
that parents validate such Jewish American who went psychology, this is called
offerings to congratulate under the knife the ‘process of transference’,
whereby unconscious
attachments to early figures are
transferred onto contemporary
people in one’s life (Blum,
2005). Relevant to the rise
of younger patients, a plastic
surgeon in a Korean TV show
stated that a child as young as
8 had sought a consultation
with him, the parent of whom
“wanted to advance her
daughter’s career in acting”.
Despite turning the case away,
one (now) adult stated “I had
double eyelid surgery because
of my eyelashes when I was 8
or 9. I went under the knife
without even knowing what
double eyelids were”.

without, within.

16

However, negating the This view, supported by another student interviewed on the
representation of many parents streets of Gangnam from a documentary by Al Jazeera English on
favouring surgery at such a Youtube, said, “I went to an all-girls school and I’d say around 10
young age, many condemned (out of 40) people in my class had surgery” (Al Jazeera English,
the idea of not teaching your 2014). It can be concluded that herd mentality (a behaviour in
child to value their appearance which people act the same way... as the people around them-often
and build self-confidence ignoring their feelings in the process)(Tran, 2019), is prevalent
(Koreaboo, 2019). particularly between female peers in higher education systems,
Psychologist Thomas Cash pressing on the desire to better their looks in fear of being left
describes beauty to be of no out, and not being ready for their new beautified life post-high
guarantee to favourable body school.
images, nor that homeliness
decrees for a negative body As Korean women mature in age to make solitary decisions about
image (Cash et al, 1984). surgery, it is noted by many feminists such as Michel Foucault
The case studies explored of and Kathy Davis, that pressing standards of sexuality and body
the Miss Korea contestants image within a heterosexual economy, are conjunctive to the
through history support his decisions of going under the knife; stated as a result of
proposition, juxtaposing the
natural women of the 1960s to “consumer capitalism,
edited and enhanced women technological development,
of 2013. Women of the former liberal individualism and the
years entered the competition belief in marketability of the
understanding the favouring human body” (Davis, 1995).
public of their attributes but
the 2013 competitors did When researching the skew of sexuality in Korea to find the
not anticipate their reformed above statement of its relevance, it concluded Korea of having no
beauty as it stands, to be current representative survey of the nations sexual-identification.
inadequate. However, general estimation from 14 other OECD countries
implies the share of LGBT people, although rising, is significant
“No longer taboo or just to 2.7% of the Korean adult population (OECD, 2019),
the domain of celebrities” concluding Korea to be a heterosexual run economy by the
(Tungate, 2011), seeking majority. With the culture of marriage in Korea being viewed
the views of normal civilians as a social responsibility, “the average age at which Koreans get
on plastic surgery show the married has significantly increased over the past decades. At the
outcome of cultural norms. start of the 1990s, the average age was 25 for women and 27 for
An undergraduate university men. By 2016, the average age increased to 30 for women and 33
student who underwent double for men” (OECD, 2019).
eyelid surgery explained to
Patricia Marx, New York Today, many refer to young Koreans as the “Sampo generation”
Times writer “When you’re translated and defined as “giving up on 3” (dating, marriage, and
nineteen, all the girls get children).
plastic surgery, so if you don’t
do it, after a few years, your
friends will all look better,
but you will look like your
unimproved you,” (Marx,
2015).

without, within.

Women are finding the idea of marriage less attractive as they are forced to prioritise familial 17

responsibilities once espoused, many, leaving the labour force and instead, taking care of home life,

now responsible for their children and their education. Indications of better opportunities to existing

outside of marriage, the demographics are now rebelling from tradition and the views of older

generations. A major reason for “giving up on 3” is the growing economic uncertainty and financial

hardships. Many young Koreans work at precarious jobs, with low pay and little job and income

security, with overpopulated qualifying workers and an insufficient number of jobs (Chun, 2013;

Park, 2015).

The marketability of an individual by employability has propelled its citizens to consider surgery.
If not yet swayed by reasonings of self-admiration or belonging, there is currently an intense
pressure thus competition amongst adults to not only qualify for a job but additionally look the
part. Employers are determining equally equipped applicants by favouring one from the other from
judgements on the photo attached to their resume. Rationalising the choice to submit to plastic
surgery in this context, would be seen as an extension to increase your chances, like investing in a
smart suit or a haircut for your interview. According to a survey of 760 companies in 2016,

“93% of firms required a head-shot included in an individual’s
resume, following 60% of human resources managers admitting
bias judgements made to an applicant’s appearance at the time of

hiring” (Saramin, 2016).

This behaviour is further cemented by an investigation curated by Cash, Gillens and Burn in
Sexism and “beautyism” in personnel consultant decision making (1984, pp. 301-310). Physical
unattractiveness warranting discrimination was proven by research comparing grades assigned
to essays presumably written by attractive or unattractive authors, indicated less attractive people
frequently received poorer evaluations than the attractive This has not only been present in Korean
women but also in men, with statements of a rising number of male patients between the ages of
30 and 40 entering surgery clinics in the hopes of revising their noses and eyes to better their image
(Abelman, 2019).

However, as of recent, Korea’s conduct of employment ethics have evolved to adhere to pressing
discrimination concerns. President Moon Jae-in called to revise the job application process to
provide a fair opportunity to candidates and avoid lawful penalisation by employers (CBC, 2019).
Expressed as the “Blind hiring Act” by the public, the Fair Hiring Practice Act have implemented
statutes to prohibit employers inquiring information irrelevant to the specifications of the job, in
effect of the 17th of July 2019. Alongside the requisite photo ID, asking for a person’s marital status,
information regarding their hometown, ownership of assets, and measurements of their physical
traits (height, weight and appearance) have been banned (Laboris, 2019). Hypothetical gains can
be measured by better mental health towards the upcoming labour force and to those existing, as the
country works towards a fairer and less egoistic working culture that recedes the importance placed
on image.

without, within.

18

Industrialised beauty through
K-pop culture

Pop culture in Korea has been a fundamental avenue in
prospering economic growth that has enabled a position for
industries such as plastic surgery to further cultivate the beauty
standards to its society. The Korean wave, or better known as
Hallyu in Korean, is a term used widely to categorise cultural
products of entertainment through music, TV dramas, films,
comedies, computer games and fashion. Initially, the term
was used by Chinese journalists in the 1990s as a result of the
initiation of cross-cultural products between China and Korea
(Park, 2019).

In 2018, the ‘Ministry of Culture, Sports and Tourism’ polled
7,500 hallyu content consumers in 16 different countries,
confirming Hallyu’s export value at £7.27 billion (Park, 2019).
The contents of music and broadcasting being the major feeder
to its scale of success has led by the international emblems of the
Wondergirls, a 7 member girl group that many view served as an
introduction to K-pop debuting in 2007 (who later toured the
US with boy-band The Jonas Brothers) (Benjamin et al, 2014).
More recent accomplishments call for the hit single “Gangnam
Style” by rapper Psy in 2012 that reached 2 billion views through
Youtube, and infamous boy band BTS who were the first to have
a K-pop album top the Billboard 200 charts at No.1 with Love
Yourself: Tear in 2018 (The Economic Times, 2019).

The music industry is one that is taken incredibly seriously where
aspiring artists and groups are trained in camps before qualifying
to make a debut. In a principled image and result-driven economy,
aspiring artists aim to audition at leading entertainment agencies
such as YG or SM Entertainment to maximise their chances
of becoming an idol. Once passing the audition, the individual
works towards becoming an idol - the successors we see televised
and through media outlets. However, the chances of making it
as an idol are not guaranteed. Within the Korean music industry,
withstanding strenuous work is executed through perfecting
their vocals, dancing, acting and language skills but largely by
maintaining their physical image- adhering to the industry’s
standards. The culture around a celebrity’s image is one frequently
critiqued by the media and netizens, therefore pressures to uphold
consistency and flawlessness is vital (Holomisa, 2018).

Digi-Marketing and pre-constructed
influencers

The music industry is one that is taken incredibly seriously where aspiring artists and groups are 19

trained in camps before qualifying to make a debut. In an economy that is result-driven, aspiring

artists aim to land an audition at top entertainment companies such as YG or SM Entertainment

to maximise their chances of becoming an idol. Once passing the audition, the individual becomes

a trainee that works toward becoming an idol- those who are broadcasted. However guarantees of

“making it” are unpromised which breed a work ethic of resilience. Perfecting vocal, dance, acting

and language skills are mandatory along with the maintenance of their image to upkeep their

popularity and remain current. Fuelling this is the tenacious culture around a celebrity’s image that

is constantly critiqued by media outlets and netizens. Strict diet plans and limitations on food intake

are enforced to maintain a certain shape or weight, and it is noted that some companies take to

monitoring weight and body fat percentages of their idols (Archbold, no date).

The act of plastic surgery is far from taboo in the entertainment industry with actors and musicians

such as openly declaring work they have had done and declaring their agencies suggestions to going

under the knife in pursuing better public reception. Shindong, from boyband Superjunior, stated

while airing on a TV variety show that

“One day, the president of our agency suggested I should have double
eyelid surgery because I have an unpleasant look in my eyes, so I
decided to follow his suggestion,” (MIJ, 2016),

thus far concluding the notion that beauty standards are set by a reciprocal dependency between
technological and global development of plastic surgeries and the pressure within and around
Korean celebrities to model the advancements of such. KoreaBoo (a platform dedicated to posting
up to date subjects of Hallyu), posted an article on trending terms used to glorify the attributes of
certain K-pop star’s. ‘Bagel’ a portmanteau of the words “babyface” and “glamour” for women, and
“babyface” and “gladiator” for men, represents the idols who inhabit the desired small, youthful face
that is supported by a voluptuous ‘s-line’ figure or a corresponding powerful and muscular body.
Media terms as such pedestalize a narrow margin of beauty for both those in the limelight and
normal civilians. A more renowned Korean internet slang term Ulzzang (얼짱), meaning “best face”
is commonly used to describe ordinary attractive people. Advertisers and marketers of Korea have
utilised the internet’s impact and its beauty-community within, and have endorsed slang terms in
campaigns as seen in the image below.

Song Areum, a beauty
vlogger on Youtube, is well
connected to the term
“ulzzang” frequently utilised
on her online platforms of
the outreach of 401,000
followers on Instagram, and a
respective 764,000 subscribers
on Youtube. Song Areum
represented plastic surgery
clinic, ID Hospital to influence
its 184,000 subscribers, in
an ad endorsing the result of
“ulzzang look” achieved by the
expertise of their surgeons.

Digi-Marketing and pre-constructed
influencers

20

South Korea’s It is proposed that The impact of the digital
digital internalisation of beauty revolution on the beauty
relationship ideals of appearances (i.e. industry was not first sought
with its people those depicted by the media to have a strong positive
or reinforced by parents) correlation. In an interview,
regards the individual unable curated by the author of
to habitually engage in Branded beauty: How
appearance comparison (e.g. marketing changed the way
with peers), creating body we look, Mark Tunstall
image issues such as body speaks with the head of the
dissatisfaction (Thompson digital department to an
et al, 1999). The media international French cosmetics
exerts a strong influence on brand (not mentioned). The
societies’ ideas about body representative, named “Xavier”
image, i.e. what body-type (not his real name) mentions
one should have, what one the uncertainty his company
should wear, primarily through predicted of digital marketing
the conveyance of messages being placed as a central pillar
focused on the ‘ideal body and and was instead “regarded
face’ in magazines, newspapers as a bolt-on resource”
and TV. Whilst the effects of (Tunstall, 2011). There was
media messages on women’s a weak formation between
body image have been the then-digital agencies
examined using various forms and the communicative
of traditional media, however skills that beauty brands
less is known about how newer needed to penetrate to their
forms, such as social media, audience. “Historically, the
influence perceptions. web had not been an aesthetic
environment”. Since then,
technological development has
guided the gradual merging
of specialist web agencies
combined with traditional
advertising for brands to
produce more sophistication
to their advertising methods,
creations that exceed the
placement of TV ads, online.
This notion applies not just to
cosmetics brands but also the
marketing of plastic surgery
brands.

Digi-Marketing and pre-constructed
influencers

South Korea’s relationship In 2018, statistics showed Facebook (leading with 28.9%), Kakao 21
with the internet, in short, has
been robust and exponential. Story (23.8%), - Korea’s social network platform (launched by
As previously noted, the Korea's dominant mobile messaging app; Kakao Story is utilised
1970s consisted of speedy similar to the likings of Instagram), and Instagram (17.4%) to be
industrialisation processes, most frequently used sites.
initiating the long-term In support of ID hospital amongst many other clinics using
exportation of electronics. The influencer and celebrity endorsements, a Forbes article stipulated
research and development that reviews from a trusted social media figure are the equivalent
of computer networking at of a word-of-mouth relay (Whitler, 2014).
this time granted Korea to
be one of the first and few In general, there is a lack of studies determining factors that
to launch its first internet influence the decision of the patient to undergo a cosmetic
connection in 1982 (Chon et treatment after viewing advertisements from the company on
al, 2013. pp.10-15). By 1988, such sites. But, in the interview with “Xavier” the digital specialist,
the country had sold £17 he states that social networking sites such as Facebook have
billion worth of industrial become an important customer relations marketing tool where
and consumer electronics “visitors to the fan page are interested just as much in what other
(largely mobile phones), that customers are saying as much as what we’re saying (cosmetics
has effectively made Korea brand). Research suggests consumers have only about 20%
the sixth-largest manufacturer confidence in a product that's been advertising; but they have 80%
today. Furthermore, in confidence in one that's been recommended by another consumer
1999, Korea became one of online” (Tungate, 2011).
the quickest to increase its
teledensity thus becoming Digi-Marketing and pre-constructed
the first nation to outnumber influencers
landlines with mobile phones
(Faviar, 2011). Today, the
Internet has immersed more
than 95% of the country, rating
highest for any Asian country
outside the Middle East. As
a country with such good
Internet infrastructure, one
would expect to see the use of
social media on both mobile
and PCs at incredibly high
levels. Proven, in January of
2019, South Korea was ranked
to have the third-highest rate
of active social media users
in the world, the first and
second being UAE and Taiwan
respectively (Clement, 2019).

22

Digital publicity, when utilised through social networks, “people use Instagram
to figure out what is
resolves problems many beauty companies face, which is the lack trending among their
of direct contact with the customer (Tunsgate, 2011).
Instagram, in comparison to other social networking sites (SNS), peers”.
revolve around images and less so on the written text. The
platform allows users to edit and share photos and videos through
a mobile app and its picture-orientated nature encourages users
to view and comment on the pictures that other users display on
their profiles (Pempek et al, 2009). Youth adolescent researchers
De Vries, Peter, Nikken and De Graaf noted that he promotion
of a good procedure demonstrated by a public figure through
photos and its relevant comments provides as a marketing tool
for the related surgery clinics. A Facebook official, that provides
Instagram to Korea stated that

Digi-Marketing and pre-constructed
influencers

23

Whether it’s the next beauty mask or body-sculpting treatments, our perception of our appearance,
in some instances, may encourage people to want to do something about it (2014, pp. 283–295).
Low-level appearance changes would consist of changing their hairstyle or their application of
make-up. In other instances, the changes may be more long-lasting and dramatic, such as those
brought about by cosmetic surgery (Castle et al, 2002).

With mainstream SNS like Instagram sharing images free to our manipulation, the infiltration of
editing apps allows the retouching of selfies through tools used to ‘beautify’ one’s face. Camera 360
and Cymera are a few of the many applications that are widely used by mobile users in Korea, China
and Japan- glorified as the “apps K-idols (Korean idols) use” allowing obtention of exaggerated
jawlines with large anime eyes without the pain and cost of procedures (Soompi, 2016). Examples
below show how these apps are utilised by mostly young Asian women.

Greater psychological investment in physical appearance
and greater internalisation of mass media messages of beauty
are found to predict more favourable attitudes towards
cosmetic surgery. Similarly, media (cosmetic surgery-related
and appearance-related television programmes and cosmetic
surgery adverts) and peer influence (friend conversations
about appearance) predict attitudes towards cosmetic surgery.
Specifically, a higher amount of media exposure and friend
conservations correlates with more positive attitudes towards
cosmetic surgery (Sarwer et al, 2005). This suggests that
traditional forms of media such as television programmes about
cosmetic surgery are a motivating factor in women undergoing
cosmetic surgery. According to plastic surgeons and researchers,
patients are no longer bringing in photos of celebrities, they are
bringing in pictures of their selfies - edited to look like perfect
versions of themselves (Ritschel, 2018).

Digi-Marketing and pre-constructed
influencers

24

Gtlhoebdapelrvisoeacltoeidpomunr,eeansntdof

Groelddofcisbeevgeofaraliituittwlrnhgaapigbeonooihlahwnedfmuittimtacmmsoesrv-tpueerpochsfficmeeotndisok,uerulytRawdatrroilhhbewlgnetesAsteeudrpieuoerwsdtugisnlgaoeetaaorsdtgiirhAoigeeuhdhronlurceeostheedlsnicthnipsdslpyuo.idftsataytle,sn.paapohtaaatthAntvpkdsCrrhIsirecenlseeeooiraufiedwtnenshtdhrnaondhraumtoivrbesstcoasaphiscnhrigkepxrfeiktblmtsmtihlcaliieedlkiphhiaesyaoeticroslnnfanatnae;lnsoeo,aadtipeialavtctsrntnoamptsantswahhnnendei,epiunorenEasylzodicetedsdeariydraerlsiehnonlsep,girkehttnnwEidinsvepdevnyiiknclyenacdnmaiaieiaoraiotst-pnklvlrruanvyesforliasburgcecteeesbansilaejtsdbltitolapiuasdsntd.bksdaakhirnbaooruhrdsdtactinewienteeelitiuancn,aaeydkiyatendoseeditcitsrdyeEucaadilnrgcieweuw.ataon.thopttGohoer,atAscoeryntioonnsth.ssntahgtoda.mohosmttbsDhtiwrsseTtqhodcieatccilbiwablhehithulpoiueusieliygenasconeitiieenearagnatthcotyeyui,srsrsheshhdhnGelmnetitiesiadtme-nscgnvshoniistrlpoenneao;eprttadtlsgsohrdhenetlesgnekcxeueexwsesila’idceshtatctlDenei,ygysooorsddlsraenrkifno.egitrtilfgiknhetonasextfgtorteecodiafl
THE UNEXPECTED AND EXPECTED

25

2a0tn0hcdoa7ewpus)2pe.cpaa0laaynaos0ncssodsit7tiotnecoacii)npivdocin.nmtelel-ue.gHisadttCvanurBopoirsiieemmotavtrnruawesilrgevuitaucirdasoidhh(ivewpsecusniEtWnsuiruoeevso)aoanthugygas(friidrsynctgdrlieeeltnaititemcpagpdahVhsiuscohpexhcoinslAetneianeafaoeoeeoitdesnarnosnclhsapnormlrney2lblefsee“tpooiatofinelocxe0pbhvdodie-iAdoa,blwteuciniczrcse1emneadsetisarnsromIeurbusofls,o9irttmesliyowifnootilobohiaaarceer2uosdeaslh”hcapgfrsljmaceolamobeo0rr,,lda,oiutaeieiinrngestdssalieactb0eoana(a,lrenahrouomtsnhecaciEtyrii(lnu7ItCpeyvngdtredngwrnteertaedceenue;mrtidugytdiidyaiere)bheacinotiessodz(BnuocelcrsmrseeswlowooaAEoeieienpaknhcsryoo,fosenxssermnunuoxbttyraeloog.olnyndnascaaboiastsinifnmtrigdinoermwoshmecmgkWc,-elscoeatabtoelitlnWnedtunahesieadtitirdnsteiienfioi(rifndwnnyitlsooeinacnntdBeenatoteopn,saeesshdtfmoiuitealuescosfainotrsnnrrdalSonn,etalruoeo,tstacStlsoaivtigsenndioelyirgen2erhimozhnll,aecocsenrgeulisi0ttnecseatysnctutl,,eoeihotbth0u,chiloanhtttrxieeacriroM5lenhhygencyestxsgctitrpoA)samdneu,tiugahsca.KrestnirtyoirrumcIcietnxielnortboSsennfiaydlieoiatstwnerucolnamexutlnelorttctuygmttahrie-i,euhscteoW)eih,tarnonoasubepfhaenfavelnsoldaeatdusaeuetlxrltiednyccdlbiudeseioanls
THE UNEXPECTED AND EXPECTED

26

The creation of skin whitening products was once dominated

in Korea by AmorePacific, founded by conglomerate Suh Sung-
hwan, who in 2016 was ranked the second richest Korean man
(Kim, 2016). ‘Melody Cream’ was the first product that drew
recognition to the brand, later spreading worldwide in 1963. The
success of the cream generated the launching of their high-end
skincare line Sulwhasoo, Sulwha meaning ‘snow flower’ and ‘soo’;
excellence Tungate, M. 2011), branding harmoniously to the
connotations of pale skin and upper class. In an interview with
WGSN (a trend forecasting company), Eric Hwang the brand
manager stated Sulwhasoo had been built on giving away samples
and word of mouth advertising, supportive of Forbes’ article on
word-of-mouth relay.

The demand for skin whitening products has been predominantly
successful in China of the Eastern countries, but as the author,
Wendy Lewis states in Tunstall’s book, with a

“shrinking tolerance for
imperfections as advancements

in cosmetic treatments offer
promises for beautification”

(2011, pp. 206-207).

Plastic surgery clinics in Korea have stepped in to eliminate the
limitations faced using make-up or skin products that provide
temporary concealment or lightening of natural pigmentation.
Chinese and Japanese patients were once the leading international
demographic to Korea’s clientele base, but in recent years the
rise of Hallyu has opened up the doors to tourists from both
Asian and non-Asian continents seeking surgery in Korea. With
the influx of patients from Russia, Singapore, Malaysia, Japan,
Mongolia, Vietnam, and Thailand travelling for standard eyelid
and nose surgeries, a longer-lasting alternative was introduced by
large and well-known clinics for those seeking lighter a lighter
complexion.

“Snow Whitening”, a surgical procedure that involves the
injection of natural antibodies is advertised to “improve their
skin tone, reduce wrinkles and increase elasticity and “eliminate
free radicals, boost the immune system, detoxify the body”
(SeoulGuideMedical, 2019; BK Plastic Surgery, no date; View
Plastic Surgery, no date). It has become an addition to the
continuing list of practices to construct the face of beauty.

THE UNEXPECTED AND EXPECTED

27

Characterised negatively due
to excessiveness, a “Gangnam
Beauty” refers to an attractive
female, but only is so from
the various plastic surgery
treatments. These consist of
replicated convex foreheads
(the insertion of forehead
implants), ski-slope noses,
large eyes with thick eye folds,
and a miniature jaw (Im, D.
2016: Cheng, A. 2019). This
interplays the role of Western
influences in the renditioned
technologies and notions
towards Korean beauty.

When one enters the words “plastic surgery” to the most “Gangnam-style beauty,” is
frequented search engine Google, we are faced with an array a mixture of various beauty
of content that promotes Korean plastic surgery clinics by trends sourced of both Western
the mediums of documentaries and the promotion by online and Eastern influences,
influencers- the majority of which to be English-speaking therefore usage of plastic
regardless of their ethnic origin. surgery is a “globalized body
that is already ‘mixed’ and bears
From this, it provides a direction towards the type of procedures little resemblance to actual
most sought by from Korean surgeons. women in either the West or
Currently, by popularity arise jaw aesthetic surgery, a procedure in the East” (Holliday et al,
that either cut, disassembles, and rearranges both lower and upper 2012).
jaws (figure 9), or reduces the jaw by re-shaping the lower jaw;
as a result, transforming the entire face by size and shape to a
narrower oval frame (figure 8) The rise of aesthetic jaw surgery
function in line with the genesis of Gangnam-style beauty.

THE UNEXPECTED AND EXPECTED

28

Decoding places Advertisement placement in Seoul is more often brash and
and spaces flamboyant rather than subtle; from retail to restaurants and
internet cafes, the streets of the city’s neighbourhoods are
swamped with signboards of which light up at night enabling
businesses to promote 24/7.

Affluent Gangnam (meaning “south of the river”) is one of the
twenty-five districts of Seoul, placed number one by locals and
tourists for big first impressions, one of which, imprinted by Psy’s
global hit single Gangnam Style mentioned previously. However,
before the 1980s, Gangnam was one of the poorest areas of Seoul,
where land was utilised as rice paddies or roads for transport.
The shortage and deterioration of existing housing lead to the
construction of apartments to accommodate the exponential
growth of the population. The hosting of the Olympic World Cup
in 1988 contributed heavily to the rates of tourism furthering
urbanisation and development of the area, which later allocated
its specialisation to the hub of beauty, fashion and technology
(Kang, 2015). By the end of 2018, records estimated Gangnam’s
population to amass 547,452 people (Citypopulation, 2018).
Neighbourhoods in Gangnam, Cheongdam and Apgujeong are

labelled as the ‘Beverley Hills of Seoul’ with its

abundance of luxury fashion houses, home for many celebrities
and its infamous reputation for plastic surgery (Kilberg, 2014;

500Jacobs et al, 2018). There are currently over plastic

surgery clinics that blanket the city, the best of which inhabiting

tall skyscrapers. Following, Gangnam has subsequently built a

reputation for its blunt use of advertising of plastic surgeries- a

concept that remains foreign and controversial to the rest of the

world.

Berry, Hardbord and Moore suggested that public spaces are the
areas in which are most contested and least negotiated, a place
of smooth “flow and consumption”. It is the space of which no
individuals or companies can have complete control over (2013,
p.10), however, there are blurred lines in which certain public
spaces become contracted to infiltrate concepts to its audience.
Transit advertising is advertising placed in or on modes of public
transportation or surrounding areas (Vogt, no date). It's the
effectiveness of high visibility and longevity of absorption allows
for a varied audience by age, gender and income. This is prizing to

Seoul’s 7,771,000 subway passengers of work commuters

and tourists (Seoul Solution, 2019).
Plastering the walls of Gangnam station, large luminous screens
are put up for commuters and tourists to absorb.

THE UNEXPECTED AND EXPECTED

29

The plastic surgery ad displayed example many of which are found abundantly in Seoul subways.
The clinic name Jewellery Plastic Surgery Center is centrally placed with its respective logo and
website printed in both upper left and right corners of the ad. This is methodological to embark
the clinic's name to the memory of passerby’s. The surrounding space portrays the transformational
images of two women ‘before and after’ their procedures- transparency is shown through the un-
edited, cosmetic-free photos with an additional ‘finished’ and made-up look photographed in large,
emphasising the result of surgery. What binds the storytelling of these transformations are the
pictured team of doctors.

The second advertisement shown is similar to the first and by the same clinic. The semiotics of the
doctors posed convey warmth and trustworthiness to the audience suggested by facial expressions
and posture- elementary to Korea’s importance placed on first impressions. Printed at the footer, are
the personal usernames of the doctors’ Kakaotalk (Korean instant messaging platform), used to invite
a potential patient to 1 to 1 consultation. Although this may seem unprofessional and bizarre, this
marketing tactic embarks a breakdown to unfamiliarity, negating environments of a strict business
transaction. As investigated in previous chapters, with the country’s advancements of underground
internet connection, this strategy provides immediate linkage from the advertisement to service,
bringing potential clients one step closer to the surgeon bed.

THE UNEXPECTED AND EXPECTED

30

Reaching a larger However, presumed social In 2017, Politician Kang

demographic is important norms to aesthetic surgery in Hoon-Sik raised a plan to
for the 500 plus clinics that Korea have been contested. build a 2,500-square foot
compete with one another. The Seoul Metro, which cosmetic surgery centre in
Targeting international runs the city’s public bus and Korea’s Incheon Airport
patients with Japanese and subway system, announced (The Star, 2017). With the
Mandarin translations aid the eradication of plastic country’s official tourism
the “67 thousand foreign surgery advertisements at board encouraging and
patients present at plastic and stations by 2022, following the promoting the practices of
cosmetic surgery departments accumulation of complaints aesthetic enhancements to
in South Korea”, with better from 2015 (Chosunilbo, its tourists, Kang’s objective
accessibility. It is noted that 2017). In 2016, 1,080 out of was to simplify the journey
Chinese patients accounted for 1,182 complaints regarding for international patients by
more than 30% in 2018 (Won, the transport system involved facilitating a clinic accessible
2019). plastic surgery advertisements, without entering the country
As Patricia Marx, a journalist discussing subjects of before changing flights.
for the New York Times sexual objectification, the However, various regulations
conveys, the clinics in commercialisation of women and negative feedback from
Gangnam do not hide away and gender equality (The professionals inhibited the
from the bustling streets Chosunilbo, 2017; Hu, 2018). project from happening. The
but in adverse, overtly brand Korean Association of Plastic
themselves. Translated from Surgeons (KAPS) and the
Korean, clinical names go Korean Society of Plastic
by Small Face, Magic Nose, and Reconstructive Surgeons
Dr. 4 Nose, Her She, Before condemned the idea, quoting
and After, Reborn, Top concerns regarding risks
Class, Wannabe, 4 Ever, associated with travelling
Cinderella, and Center for immediately after going under
Human Appearance. The use the needle or knife. To add,
of language used to identify doctors stated the potential
these surgery centres reflect issues with patients making
the eulogised and merciless impulsive decisions about
actuality of the act itself and its cosmetic surgery.
philosophy. Despite successful penetration
of the plastic surgery clinics
THE UNEXPECTED AND EXPECTED in Gangnam, it has been
proven that pushing for the
profitability of cosmetic
businesses through public
spaces has and will cease to
out rule medical authority and
social well-being of its people.

Reaching the nooks, crooks and 31
crannies

To find the grey areas It is interesting to consider
of a powerful and fast- at this point the role in
growth industry that hold which plastic surgery
responsibility for the creations regulations in Korea play
of beautified people has not in the undertaking of its
been difficult. The plastic advertisements. Contrasting
surgery industry in Korea to the UK, bodies such as the
is not currently regulated General Medical Council
officially, which calls for (GMC) and the Advertising
concerns to the credibility Standards Authority (ASA)
of information found and use law, professional rules and
analysed, as there are no official the government to monitor
records or statistics within all medical advertising.
this area. A reason for such Statements reference the
difficulty lies in an untraceable advertising of cosmetic
number of patients operated surgery to be exempt as they
on in centres that are not target to ‘treat’ issues that are
certified to be plastic surgery not diseases. While doctors
clinics. themselves can not warrant
advertising other than factual
Regulation on plastic surgery and its marketing strategies information, this means that
are regimented to varying standards across the world. In an information processed by
interview, Nigel Mercer (president of the British Association potential patients must be
of Aesthetic Plastic Surgeons), notes that “on an international “legal, decent, honest and
level the industry is largely self-regulating, with associations like socially responsible” (Tungate,
our own setting standards” (Brook, 1999). In America, ASAPS 2011) This is a form of social
(American Society for Aesthetic Plastic Surgery) successfully responsibility, an act of
example this as one of the largest society with over 2,600 plastic deterrence from misleading
surgeons worldwide. Incorporating strict codes of ethics towards information and to educate
patients, other (ASAPS) members, the practice settings and to them of risks post-operation.
the profession itself (ASAPS, 2013). It is important to note that
regulatory standards are rules upheld by the association member
but are not laws, therefore legal situations vary broadly to different
countries.

THE UNEXPECTED AND EXPECTED

32

The marketing power that plastic surgeons and the design of the workspace hold in influencing a
patient's choice to undergo surgery at any step is widely understated, from the first consultation to
the time a patient enters the operating theatre.

In a Youtube documentary Plastic Surgery: The Cost of Beauty,
the biggest and most well-known plastic surgery clinic Grand
based in Apgujeong was analysed. As a leading clinic, such factors
that patients seek in a surgeon is reflected in the ethos of the
entire clinic. The 15 storey tower embodies the internal decor of
a modern and minimalistic hotel. Drawing in warmth through
its south-facing building placement, the mesmerizing sky-line
is surely an attraction component to potential patients. Trust
is branded when taken through the clinic tour by the general
manager that claims Grand advantages from possessing the

“MOST ADVANCED
MEDICAL TECHNOLOGY”

(Al Jazeera English, 2014. 04:04) We are then introduced to a
leading surgeon in Seoul, an important representational figure
of Grand, Dr Ryu Sang Wook. The recording guides us into the
consultation room, present vicariously through a young Korean
woman seeking cheekbone reduction surgery to minimise the
width of her face. Dr Ryu is soft-spoken but speaks matter-of-
factly when answering questions, and addresses nervousness
and doubt with little empathy. Eye contact and general bonding
between the patient and doctor remains minimal and is only
portrayed when Dr Ryu is measuring up the dimensions of his
patients face that follows from a brief explanation of the technical
procedure.

It can be denoted that from this video, the clinic’s objective is to
sell the experience around the procedure, to show off its luxurious
add-ons as opposed to elaborating of the expected success of the
surgery, for which is hastily brushed past. Grand is acclaimed to
be a surgery clinic that excels from others in their wide range of
procedures available; branded as the go-to place for any aesthetic
alterations.

THE UNEXPECTED AND EXPECTED

33

Contrastingly, a different video curated by the clinic’s own Upon looking at these two
Youtube channel GNG’s Hospital, an overseas patient from the experiences shared online,
US narrates the entire footage as if she is the content creator it pursued curiosities to the
herself, navigating the viewer through each process, a clearer extent to which the compound
marketing strategy to familiarise and ease the audience into of a male surgeon and female
what is portrayed as a smooth and quick affair by Grand Plastic patient affect the patient’s
Surgery. experience and thus attitudes
GNG Hospital’s videography and nifty editing aid the viewer towards surgery. A 2015
of additional professionalism; furthermore, the demeanour American study investigated
and thoroughness between the female patient and the doctors the impact of a plastic
indicate the humanitarianism that was lacking from Grand’s surgeons gender based on the
online exposure. The patient is seen by a female consultant that patient's choice. The motive
takes her through the examinations and is then referred to a was to decipher which surgeon
male rhinoplasty specialist. Here, we witness a more intimate (within the same calibre of
relationship between the patient and doctor whereby he is quoted experience, reputation and
as being “wonderful” and “thorough” in explaining choices that training) 200 female patients
needed to be made together. This shows the communication and would opt for, based on their
bond of trust that the patient now has towards the operating preference. “Nearly half (46%)
surgeon. The individual is then supplied a second consultation, had no gender preference, 26%
this time with a specialist in face, mouth and jaw surgeries, where requested a female surgeon,
she is allowed to voice her qualms. It is also noted that the patient and 1% requested a male”(Eva
is rarely left alone, but is always aided with a same-sex consultant et al, 2017). It was interesting
or a nurse (GNG Hospital Global, 2017). to find a wide discrepancy
between the demand for
female surgeons and the supply
of male surgeons and what
factors influence this response.
With the vast majority having
no gender preference, the
focus was found to attach
more towards the reputation of
the said surgeon and suggest
“other qualities matter, like
demeanour, thoroughness, and
humanity” (Eva et al, 2017).

THE UNEXPECTED AND EXPECTED

34

Conclu

결론

In conclusion, my findings have led to the understanding
that plastic surgery decisions made in South Korea are
dictated largely by the social norms of beauty- imposed
by the media alongside the embedded historical beliefs
regarding beauty standards. The role of Korea's enabling
government, that promotes such services through its official
tourism organisation, portrays the importance of the
beauty industry as a whole to Korea's economic reputation
and growth.

It is important to regard the country's economic state;
fast-developing societies leak in areas of imbalance caused
by a delay between supply and demand. In the case of
Korea where demanding education standards raise highly-
sufficient applicants, the lack of jobs unable to meet the
numbers, encourage extreme competition that seeks no
mercy for imperfection. The result-driven nation has fed
into and adapted instantaneously to not to get left behind,
identity in some aspects, lost.

clusion 35

결론

However, the discrepancy of beauty standards in play
with the surrounding influences investigated has
started to edge closer. The growing power of regulations
implemented work to protect its people of mental, physical
and social dangers that should overturn the greed, if you
will, of powerhouses. People of the public have spoken,
disputing plastic surgery extremities showcased by the
mass complaints to the subway advertisements. This is
not to dispute their attitudes towards beauty but the
implementations of excess marketing- dehumanising
beauty.

The role of celebrities and influencers acting as endorsers
to the plastic industry is one that should not be considered
solely negatively. Openness and positive attitudes promote
the concept that many feminists challenge- of conformity
to male-dominant societies. It is not a crime to want to
look good, more importantly feel good. As accepting as
people are to a new haircut or the shedding or gaining of
weight, considering all limitations debated in the bodies
of text, as many state, ‘beauty is placed in the eye of the
beholder’- predominantly our own. Korea has created its
own standard of beauty, and in continuity impacts societies
worldwide- the interminable iterations of social norms
towards beauty strive for bountifulness and balance.

36

References

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Figure 2
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Figure 3 43

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Figure 11
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