Korean beauty standards

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Korean beauty standards have become a well-known feature of Korean culture. In 2015, a global survey by the International Society of Aesthetic Plastic Surgeons placed South Korea in the top ten of countries who had the highest rate of cosmetic surgeries.^[1][2]

Korean beauty standards prioritize maintaining a youthful appearance, rather than looking matured. A combination of clear skin and even skin complexion, slim v shaped jawline, and pronounced puffy Aegyo-Sal (fatty, bag-like, deposits under the eye. common in children; rare in adults.) contribute to the desirable youthful aesthetic and personal presentation.

Increase in influence of Korean media, such as K-pop, Korean dramas and advertisements, throughout Korea, presents this softer appearance to the public as the desirable norm. Even in men, this softer and a more androgynous appearance is preferred in both romantic interests, and shown more in media, as compared to men with traditionally 'masculine' features.