Dateline looks at the increasing obsession with plastic surgery in South Korea, fuelled by the popularity of K-Pop music. 
By
Jeannette Francis, Dateline

19 Mar 2013 - 11:00 AM  UPDATED 26 Aug 2013 - 10:48 AM

Jeannette Francis reports on the the rising popularity of plastic surgery amongst South Korea's young in a story for SBS Dateline, and looks at how the fresh faced stars of the K-Pop music scene are fuelling their obsession…

I generally tend to take sweeping statements about a populace with a bucket of salt. Before I left for South Korea, one of my colleagues (himself of Korean descent) had this warning for me: “They're very superficial,” he said, shaking his head in dismay. “They're completely obsessed with looks.”

He told me tales of the schoolgirls who would get given plastic surgery as graduation gifts; the mother-daughter teams that would cash in on the two-for-one clinic discounts; the pervasive desire to 'look more western'. Nicole Kidman, he said, with her high nose, big eyes, slim jaw and white skin was considered the pinnacle of beauty.

In reality, that pinnacle is much closer to home and it's shaping a generation with a penchant for plastic.

According to The Economist, South Korea has the highest rate of cosmetic procedures per capita in the world. Some reports place the number of South Korean women who have had a cosmetic procedure at one in five. In the city's ritzy Gangnam district (made famous by the sashaying satirist Psy) there's a strip known as the 'beauty belt', a suburb filled with hundreds of plastic surgery clinics and little else. It has one of the highest concentrations of plastic surgery clinics in the world.

Along this strip is Dr Rhee Se Whan's clinic, Grand Plastic Surgery. In the last five years, Dr Rhee has seen an increasing number of young people getting surgery. Ninety per cent of the clinic's clientele are under the age of 30 and of them, half are under 18. But what's interesting is why.



“K-Pop stars and Korean celebrities have influenced the younger generation [to get plastic surgery]. For example, if you look at the before and after photos of K-pop stars you'll see they have gotten prettier. When people see this change, they want to be pretty as well, they want to look as good as them,” says Dr Rhee.

K-Pop is an international phenomenon. The pop stars are known for their catchy tunes, synchronised dance moves, trend setting fashion and flawless faces; those big eyes, high noses and slim jawlines - features not inherently Korean. They're also known for the amount of plastic surgery they get. With reference to one particular girl group, I was told their faces changed each time they released a new song.

There are exceptions, but it's a generally accepted principle that to succeed in the pop industry, you must be beautiful, in other words you must have those aforementioned features that define beauty. And if you – like most Koreans – are not born with these you can – and should – change them and many pop stars do.

I wasn't entirely surprised to hear about the K-Pop industry's cosmetic compulsion, despite how systematic and excessive it seemed. What was surprising, however, was that the plight for perfection trickled down to the country's youth.

Dr Rhee says the majority of young people come in to get what's known as double eyelid surgery, where a second eyelid is created to make the eyes look bigger. (If you're reading this and are not of north Asian descent, odds are you already have a double eyelid that you've probably never paid much attention to.)

“During school holidays, half the class would come in and get surgery done and when they go back to school, their friends would see that they've become prettier so in the next break you would have the other half of the class coming in,” Dr Rhee tells me. I immediately picture a hoard of giggling schoolgirls rushing with oversized backpacks laden with books into the clinic. The reality is more understated but not by much.

Beauty and image play a critical role in Korean society (you must include a headshot on your resume for example) and everyone – and I mean everyone I interviewed – believed the prettier you are, the more likely you are to succeed, be that at pop stardom or otherwise.

What my visit made clear is that there is an ideal standard of beauty in South Korea, one encapsulated by the country's pop stars. Whether it's natural or not doesn't particularly matter. As the K-Pop phenomenon grows so too does the plastic surgery industry. Coincidence? That depends on who you speak to.

Go to the Dateline website to read more and watch Jeannette's report.