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Inside the world of South Korean male beauty pageants

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Love to be in the middle of that group of Korean guys in their underpants! Hopefully they would be off very quickly - the pants, that is!

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Photo: BBC Online

When I was visiting South Korea regularly in the 1980s and early 1990s, Korean guys were mostly dull and unattractive. The macho look was virtually everywhere. Only in an occasional disco would you find a good looking guy. What a change since then! Walk through Seoul now and it seems to have almost as much gorgeous eye candy as Singapore. 

For well over a decade, South Korean young guys have spent more on cosmetics and grooming than their counterparts in any other country. One cosmetics retailer states its sales of mens grooming products in May and June 2022 increased 24% compared to the same period last year. Basic skin care products increased by 130%. Total countrywide sales are estimated to be worth close to US$1 billion.

According to a 2020 CNN Report, around three quarters of Korean men undertake beauty or grooming treatment at least once a week.

"This figure was even higher for Generation Z respondents, with 58% of those born after 2000 saying they pamper themselves with 'lengthy' beauty or grooming treatments at least once per week, compared to 34% of South Korean men overall. "

https://www.koreaherald.com/view.php?ud=20220630000659

https://edition.cnn.com/style/article/south-korea-male-beauty-market-chanel/index.html

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