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While expectations of female beauty usually outweigh male expectations, South Korea is notable for the standards placed on men. South Korea has become one of the beauty capitals of the world for male beauty. In contrast to the West, it is still a misconception that the South Korean beauty industry exclusively focuses on women.
The country's beauty standards have changed in recent years. Advertisers have reduced the promotion of “glass skin” in their products as well as the industry is also started to be utilized by male consumers. Overall, Korean beauty has gained popularity through the Korean wave, [7] and has resulted in a worldwide phenomenon.
Skin color contrast has been identified as a feminine beauty standard observed across multiple cultures. [7] Women tend to have darker eyes and lips than men, especially relative to the rest of their facial features, and this attribute has been associated with female attractiveness and femininity, [7] yet it also decreases male attractiveness according to one study. [8]
The standards in South Korea have created the "Escape the Corset" movement to cast off what a minority believe are the country's rigid beauty standards. This movement was created by a small group of women that wanted to put a stop to existing beauty standards, as well as their long-accepted attitude towards plastic surgery and cosmetic.
Standards of beauty vary based on culture and location. While Western beauty standards emphasize muscled physiques, this is not the case everywhere. [9] In South Korea and other parts of East Asia, the rise of androgynous K-pop bands have led to slim boyish bodies, vibrant hair, and make-up being more sought-after ideals of masculine beauty.
This is a list of South Korea's representatives and their placements at the male beauty pageant considered. One — Mister International 2017 crown; One — Mister Global 2019 crown; Two — Man of the World 2019, 2023 crowns; One — Man of the Year 2019 crown; One — Mister Friendship International 2022 crown
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South Korea's cosmetic surgery is a market leader, with South Korea taking a 25% share in the global market. [16] One in five Korean women have undergone plastic surgery, compared to just one in twenty in the United States. [17] In 2018, a total of 464,452 patients visited South Korea for cosmetic surgery, a 16.7 percent increase from 2017. [18]