"I Envy Beautiful Korean Women"... 'South Korean-Style Beauty' Craze Sweeps North Korea

Changing Standards of Beauty under the Influence of Korean Dramas
Diet and Botox Craze Among the Upper Class

Performance scene of Moranbong Band. They are dressed in daring outfits, including mini dresses that reveal their figures and kill heels that seem to exceed 10 cm. Photo by Yonhap News / Korean Central Television

As the K-culture boom sweeps across the globe, reports indicate that a South Korean-influenced "appearance management" trend is also spreading in North Korea. Among affluent upper-class women in particular, a "South Korean-style beauty craze" is rapidly gaining ground, encompassing body shaping, skin treatments, and the consumption of high-end cosmetics.

"You Have to Be Slim to Be Pretty"… Changing Beauty Standards

According to Daily NK, a North Korea-focused media outlet, interest in body management is growing significantly among young women in areas such as Chongjin, North Hamgyong Province. While a plump figure was previously regarded as a symbol of health and wealth, there is now a growing preference for a slim and slender physique.

A local source stated, "These days, wealthy young women tend to avoid gaining weight, deliberately reducing their food intake or exercising," adding, "Unlike before, there is now a clear perception that 'thin is beautiful.'"

The Moranbong Band is performing at the celebration event for the Workers' Party of Korea Congress held in Pyongyang in 2016. Photo by Korea Central TV Yonhap News

This shift is largely attributed to the influence of South Korean dramas and videos. In fact, it is reported that the term "diet" is used so commonly among young women that the related awareness is spreading rapidly.

Middle-aged Women Compete to Look Younger… Surge in Interest in Botox

The approach to appearance management also changes depending on age group. While women in their 20s and 30s focus on weight loss and body shaping, those in their 40s and 50s are more interested in skin care and wrinkle reduction. In particular, there are increasing reports of middle-aged women responding sensitively to information about Botox procedures, which are known for their wrinkle-relaxing effects.

A source said, "These days, women from households that have no concerns about daily living are most interested in their appearance. The younger generation is focused on body management, while the middle-aged are especially interested in anti-aging and skin care. The specifics may differ by generation, but ultimately, the goal is to look prettier and younger."

Even 'Chanel' Makes an Appearance… Rising Demand for High-End Cosmetics

The growing interest in appearance is also leading to changes in consumption patterns. It has been reported that in certain regions of North Korea, demand for expensive foreign cosmetics is steadily rising.

Chanel cosmetics, in particular, are trending in areas along the North Korea-China border, with transactions taking place despite their high prices. Cushion compacts reportedly sell for about 1,000 yuan (approximately 210,000 won), and perfumes for up to 1,250 yuan (approximately 260,000 won).

This content was produced with the assistance of AI translation services.