The Ugly Truth of the Korean Wave

The Korean Wave refers to the immense rise in global popularity of Korean culture which is driven by K-pop and K-dramas. However, behind the hype and glamour is an ugly face that shadows the Korean Wave, manifesting in the form of beauty standards and a conformational society.

South Korea, in particular, has a very strict, defined social hierarchy that glorifies an upper-class style of living. This elitism is reflected in the country’s beauty standards as middle and lower-class people strive for a better life, under the delusion that this includes conforming to the appearance of the upper class. For example, pale skin is thought to be the epitome of beauty — derived from the fact that most people of high socioeconomic class naturally avoided the sun since they did not need to do laborious tasks — while darker skin is seen to be of lower status. This homogeneous view of beauty is everywhere on Korean media, from K-pop and K-dramas to advertisements, prevalent and infectious — double eyelids, large eyes, flawless skin, slim figure.

While it is natural to care about appearances, there is an extent to which this care becomes unhealthy. The pervasiveness of beauty standards in society is precisely what reinforces such obsessions. This is clear, simply judging from Korea’s global reputation of fixation on skin-care products and plastic surgery, boasting a complete transformation of looks with its cookie-cutter formula of beauty. In fact, presentability and beauty are so highly valued in society that cosmetic surgery is a common gift from parents and relatives, as a graduation present of congratulation. The pressure to adhere to societal standards can have destructive effects on the youths’ self-perception. Meticulous standardisation — perfectionism — masks inner feelings of diminishing self-worth and confidence. Conforming by changing one’s appearance only reinforces these expectations, continuing a vicious cycle of inferiority and plastic surgery.

While it is natural to be attracted to certain appearances, the focus on physical aesthetic is so deeply ingrained in Korean culture that it prompts the question: Is this destructive mindset something other cultures should be idolising and adopting? As Korean culture permeates the global scene, other cultures are at risk of conforming. Rather than celebrating individuality and taking pride in one’s unique qualities, this form of cultural imperialism encourages a diverseless society of relentless pressuring into beauty standards. The progressiveness of global societies risk unwinding as they return to the primitive judgement by appearances as well as the objectification of not only women, as would be assumed, but of all people.

Aforementioned, Korea’s fixation on appearances manifests in its cultural exports, particularly in K-pop. The ugly truth of the immense pressure K-pop idols endure is buried deep under the surface of the flashy music videos and entrancing dance routines. Most idols who aspire to pursue the false dream constructed by entertainment industries undergo 10-15 years of training before making a debut, with some even starting out as teenagers, during which they are manufactured and commoditised to be the perfect icon in the media. Most undergo physical and mental abuse in the form of inhuman diets to achieve and maintain absurd beauty standards, with pressure to perform plastic surgery on top of harsh criticisms received from the public when these standards are not met. Even after training, when idols hit the stage, they face even more pressure in the public eye. Some unsurprisingly getting tipped off the edge and resort to committing suicide as a form of escape. The massive support for K-pop and the Korean Wave only encourages the underlying dehumanisation which underpins society’s obsession with outer perfection.

In the end, it is only the perfect product which is spread globally, representing Korean culture. Oblivious to the harsh underground game of the K-pop industry, the youths of today are consuming and becoming increasingly exposed to Korean ideals. Consequently, teenagers will most likely latch onto these ideas and associate beauty with high and steeply unrealistic standards, which serves only to reinforce insecurities and lower self-esteem. These poisonous aspects of Korean culture will only be cemented into future society with people striving to meet these delusive standards.