The Shifting Landscape of Korean Beauty Standards and the Rise of the “Wonyoung Style”
Korean beauty standards, long recognized for their influence on global aesthetics, are undergoing a noticeable shift. While historically favoring a more “sassy” or defined look – often associated with the “Gangnam beauty” archetype – a trend towards a softer, more delicate aesthetic, dubbed the “Wonyoung style,” is gaining prominence. This change is reflected not only in popular culture but also, reportedly, in the preferences seen within plastic surgery clinics in South Korea.
For much of the 20th century, Korean beauty ideals centered around pale skin, symbolizing status and a life sheltered from manual labor. Traditional preferences also included round, full faces, considered a sign of prosperity, and small, almond-shaped eyes. As Western media began to exert influence in the early modern period (1900-1980s), slightly more defined features became popular, though pale skin remained highly valued. Makeup during this time focused on enhancement rather than dramatic alteration, prioritizing a natural look.
The late 20th and early 21st centuries witnessed the rise of the “Korean Wave” (Hallyu), propelling K-pop and K-dramas to international fame. This era brought a significant shift in beauty standards, with idols and actors becoming powerful influencers. The emphasis moved towards larger eyes, a smaller face, a high nose bridge, and a V-shaped jawline. These features became increasingly sought after, driving demand for cosmetic procedures.
However, recent observations suggest a move away from this more sharply defined aesthetic. The “Wonyoung style,” named after the member of the K-pop group IVE, embodies a softer, more youthful appearance. This includes a focus on a gentle, rounded face shape, a less pronounced jawline, and a generally more innocent and approachable look. A post circulating online in reportedly indicated that this style is now frequently referenced by patients seeking cosmetic surgery.
This evolution isn’t occurring in a vacuum. The broader cultural context, including the increasing emphasis on “natural beauty” within Korea, likely plays a role. While plastic surgery remains popular, there’s a growing movement towards embracing individual features and enhancing them subtly rather than striving for a uniform ideal. This represents reflected in the increasing popularity of non-invasive procedures and a focus on achieving a “natural” result, even with surgical interventions.
The influence of K-pop and K-dramas remains substantial. These industries not only set trends but also have the resources to refine and promote specific aesthetics. The makeup artistry employed in creating the looks of K-pop idols is particularly noteworthy. Studios in Korea are known for their meticulous techniques, crafting iconic looks that are then emulated by fans worldwide. The Korea Times recently reported on the intricate work within these studios, highlighting their role in shaping perceptions of beauty.
It’s important to note that Korean beauty standards are not monolithic. Regional differences exist within the country, and individual preferences vary widely. The concept of beauty is constantly evolving, influenced by global trends and changing societal values. The current shift towards the “Wonyoung style” may represent a temporary fluctuation or a more lasting change in aesthetic preferences.
The demand for specific procedures also reflects these evolving standards. While procedures like double eyelid surgery and rhinoplasty remain popular, there may be a shift in the techniques used to achieve desired results. For example, hairline procedures, as seen with members of groups like BTS and Seventeen, have gained traction in recent years. Similarly, some individuals, like SNSD’s Yoona, have undergone procedures to alter leg shape, demonstrating the breadth of cosmetic interventions sought after.
Looking ahead, the future of Korean beauty standards is likely to be shaped by a combination of factors, including technological advancements in cosmetic surgery, the continued influence of K-pop and K-dramas, and the growing emphasis on individuality and natural beauty. As AB Plastic Surgery Korea notes in their comprehensive guide, Korean beauty ideals have always been dynamic, adapting to cultural shifts and global influences. Understanding these evolving standards is crucial, whether for those considering cosmetic procedures, those interested in K-beauty trends, or simply those fascinated by the complexities of cultural aesthetics.
The ongoing evolution of Korean beauty standards underscores the subjective nature of beauty itself. While societal pressures and media influences undoubtedly play a role, the ultimate definition of beauty remains a matter of personal preference and cultural context.
