{"page":"\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/resources-572d6a42.css\" /\u003e\n\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/lp_boclips_stylesheets-f4d0de30.css\" media=\"all\" /\u003e\n\u003cdiv data-title='Male beauty industry booming in South Korea' data-url='/boclips/videos/5c54bdfbd8eafeecae13825c' data-video-url='/boclips/videos/5c54bdfbd8eafeecae13825c' id='bo_player_modal'\u003e\n\u003cdiv class='boclips-resource-page modal-dialog panel-container'\u003e\n\u003cdiv class='react-notifications-root'\u003e\u003c/div\u003e\n\u003cdiv class='rp-header'\u003e\n\u003cdiv class='rp-type'\u003e\n\u003ci aria-hidden='true' class='fai fa-regular fa-circle-play'\u003e\u003c/i\u003e\nVideo\n\u003c/div\u003e\n\u003ch1 class='rp-title' id='video-title'\u003e\nMale beauty industry booming in South Korea\n\u003c/h1\u003e\n\u003cdiv class='rp-actions'\u003e\n\u003cdiv class='mr-1'\u003e\n\u003ca class=\"btn btn-success\" data-posthog-event=\"Signup: LP Signup Activity\" data-posthog-location=\"body_link_boclips\" data-remote=\"true\" href=\"/subscription/new\"\u003e\u003cspan\u003e\u003cspan\u003eGet Free Access\u003c/span\u003e\u003cspan class=\"\"\u003e for 10 Days\u003c/span\u003e\u003cspan\u003e!\u003c/span\u003e\u003c/span\u003e\u003c/a\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-body'\u003e\n\u003cdiv class='rp-info'\u003e\n\u003cdiv aria-label='Hide resource details' class='rp-hide-info' role='button' tabindex='0'\u003e\u0026times;\u003c/div\u003e\n\u003ci aria-label='Expand resource details' class='rp-expand-info fai fa-solid fa-up-right-and-down-left-from-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003ci aria-label='Compress resource details' class='rp-compress-info fai fa-solid fa-down-left-and-up-right-to-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003cdiv class='rp-rating'\u003e\n\u003cspan class='resource-pool'\u003e\n\u003cspan class='pool-label'\u003ePublisher:\u003c/span\u003e\n\u003cspan class='pool-name'\u003e\n\u003cspan class='text'\u003e\u003ca data-publisher-id=\"30356011\" href=\"/search?publisher_ids%5B%5D=30356011\"\u003eCurated Video\u003c/a\u003e\u003c/span\u003e\n\u003c/span\u003e\n\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-description'\u003e\n\u003cspan class='short-description'\u003eAP TelevisionAnyang, South Korea - August 26th, 20121. Mid of 24-year-old college student Cho Won-hyuk washing his face in the morning2. Close tilt up of Cho washing his face with cleanser3. Close of a face cleanser tube4. Close of Cho...\u003c/span\u003e\n\u003cspan class='full-description hide'\u003eAP Television\u003cbr/\u003eAnyang, South Korea - August 26th, 2012\u003cbr/\u003e1. Mid of 24-year-old college student Cho Won-hyuk washing his face in the morning\u003cbr/\u003e2. Close tilt up of Cho washing his face with cleanser\u003cbr/\u003e3. Close of a face cleanser tube\u003cbr/\u003e4. Close of Cho washing his hair\u003cbr/\u003e5. Mid of Cho putting toner on his face\u003cbr/\u003e6. Close tilt-up of Cho putting a serum on his face\u003cbr/\u003e7. Close of Cho's skin care products\u003cbr/\u003e8. Close of Cho putting on Blemish Balm (BB) Cream on his face\u003cbr/\u003e9. SOUNDBITE: (Korean) Cho Won-hyuk, 24, college student\u003cbr/\u003e\"I feel more confident after putting makeup on. When I put makeup on, it actually gets rid of my complex of having facial flushing. I can focus more on what I do, for example, not paying attention to other things, but focus more on studying when I go to private institutes where I am surrounded by many people. Considering all these things, putting on BB (Blemish Balm) Cream is okay as it does not make other people feel awkward. At first, I think a few people started using it, and as we have such a small society, it soon became a trend.\"\u003cbr/\u003e10. Mid of Cho drawing his eyebrows\u003cbr/\u003e11. Close of Cho drawing his eyebrows\u003cbr/\u003eSeoul, South Korea - August 23rd, 2012\u003cbr/\u003e12. Wide of a skin care and cosmetics store in Seoul where men products are also displayed\u003cbr/\u003e13. Close of a sign reading in English \"Men\"\u003cbr/\u003e14. Close of men's skin care products\u003cbr/\u003e15. Close of a men's skin care product\u003cbr/\u003e16. Wide of skin care product displayed in the store\u003cbr/\u003e17. SOUNDBITE: (Korean) Jeong Ye-ji, AMOREPACIFIC, marketing deparment \u003cbr/\u003e\"We believe the cosmetics market for men will expand in the future. It has been expanding. Nowadays, many men are very interested in skin care, makeup and body care. We are also planning to expand our stores and diversify our products.\"\u003cbr/\u003e18. Mid of a man looking at products\u003cbr/\u003e19. Mid of a man looking at products\u003cbr/\u003e20. SOUNDBITE: (Korea) Park Sang-chin, 30, beer company employee, vox pop\u003cbr/\u003e\"For me, I do not take care of my skin for interviews or to get jobs. I like it myself and I see my skin condition improving when I take care of it, so I have been using skin care products since ten years ago.\"\u003cbr/\u003e21. SOUNDBITE: (Korean) Kim Deuk-ryong, 20, student, vox pop\u003cbr/\u003e\"Actually, I do mind using BB Cream. I can understand using sun cream, but I think of BB Cream as some kind of makeup so I don't use it.\"\u003cbr/\u003eSeoul, South Korea - September 7th, 2012\u003cbr/\u003e22. Wide of Myeongdong street in Seoul where many cosmetic shops are located\u003cbr/\u003e23. Mid of cosmetics store\u003cbr/\u003e24. Close of a cosmetics company poster of Nichkhun who is a member of South Korean k-pop group 2PM\u003cbr/\u003e25. Wide of street\u003cbr/\u003e26. SOUNDBITE: (Korean) Kim Jin-young, 20, student, vox pop\u003cbr/\u003e\"Looks are important these days. I think proper self-grooming by putting some makeup on, not too much, is okay.\"\u003cbr/\u003e27. SOUNDBITE: (Korean) Lee Hyun-jung, 24, office worker, vox pop\u003cbr/\u003e\"If it is not too excessive, I think it is okay. If it is not drawing thick eyelinersďż˝\"\u003cbr/\u003e28. Close of a cosmetics company poster of South Korean k-pop group TVXQ!\u003cbr/\u003e29. Close of a South Korean actor and singer Jang Keun-suk's poster for a cosmetics company\u003cbr/\u003e30. SOUNDBITE: (Korean) Choi Seon-woo, 22, office worker, vox pop\u003cbr/\u003e\"However times have changed, men wearing makeup doesn't look manly. I think it is not so good to for men to makeup on. They lose masculinity.\"\u003cbr/\u003e31. SOUNDBITE: (Korean) Shin Kyung-nam, 33, housewife, vox pop\u003cbr/\u003e\"If it is not over the line and it is used to improve one's appearance, I think it becomes one of the advantages.\" \u003cbr/\u003e32. SOUNDBITE: (Korean) Bang Young-chan, 20, student, vox pop\u003cbr/\u003e\"Too much makeup on men conflicts the image of a manhood. I am against it as it can cause one to loose some masculinity.\"\u003cbr/\u003eSeoul, South Korea - September 10th, 2012\u003cbr/\u003e33. Mid of a cosmetics store \u003cbr/\u003e34. SOUNDBITE: (Korean) Ph.D. Kim Ju-duck, Sookmyung Women's University's Assistant Professor for the Graduate School of Distance Learning's Department of Cosmetic \u0026amp; Beauty\u003cbr/\u003e\"Recently, men have been considering their appearances as higher priority than their own abilities, and this phenomemon led to their interest in plastic surgery or cosmetics. In the past, men received skin care products from their family or lovers, but these days, they tend to choose their own products. Therefore, the male cosmetics market is expanding and the interest in appearance is increasing.\"\u003cbr/\u003e35. Close tilt-up of Kim Ju-Duck's hands\u003cbr/\u003e36. SOUNDBITE: (Korean) Ph.D. Kim Ju-duck, Sookmyung Women's University's Assistant Professor for the Graduate School of Distance Learning's Department of Cosmetic \u0026amp; Beauty\u003cbr/\u003e\"Trying to look like handsome flower men - kkonminam - and especially trying to look younger is one of our society's trends. I think our society somehow became more focused on looks than one's actual ability, and I believe this is the wrong way to go.\"\u003cbr/\u003eSeoul, South Korea, September 7th, 2012\u003cbr/\u003e37. Close of a cosmetics company poster of South Korean actor and singer Kim Hyun-joong\u003cbr/\u003e38. Close tilt-down of a cosmetics company poster of South Korean k-pop group TVXQ!\u003cbr/\u003eMen in South Korean society are starting to place more emphasis on their physical appearance, spending more and more on make-up and beauty products.\u003cbr/\u003eThe traditional conservative society is at odds with what to make up with these new \"flower men\" - as they're colloquially known.\u003cbr/\u003eCho Won-hyuk stands in front of his bedroom mirror and spreads dollops of yellow-brown makeup over his forehead, his nose, his chin and cheeks, blending the cream until he's left with smooth, flawless skin.\u003cbr/\u003eAfter that he goes to work with a black pencil, highlighting his eyebrows until they're thicker, bolder.\u003cbr/\u003e24-year-old student Cho Won-hyuk says: \"I feel more confident after putting makeup on. When I put makeup on, it actually gets rid of my complex of having facial flushing. I can focus more on what I do, for example, not paying attention to other things, but focus more on studying when I go to private institutes where I am surrounded by many people. Considering all these things, putting on BB (Blemish Balm) Cream is okay as it does not make other people feel awkward. At first, I think a few people started using it, and as we have such a small society, it soon became a trend.\"\u003cbr/\u003eCho's meticulous attention to skincare is not unusual here. \u003cbr/\u003eHe and millions of other men have enthusiastically joined South Korean women in a quest for the \"perfect face\" that advertisers suggest is the key to success in this highly competitive society.\u003cbr/\u003e\"If it stays within some boundary, putting makeup on is not something to be criticized. Practically, I think it is okay to put makeup on as it makes a good, clean image,\" says Cho Won-hyuk.\u003cbr/\u003eSouth Korea is a socially conservative, male-dominated country with a mandatory two-year military conscription for men, but it is also the male makeup capital of the world.\u003cbr/\u003eSouth Korean men spent USD $495.5 million on skin care last year, accounting for nearly 21 percent of global sales, according to global market research firm Euromonitor International.  \u003cbr/\u003eThat makes it the largest market for men's skin care in the world, even though there are only about 19 million men in South Korea. \u003cbr/\u003eAMOREPACIFIC, South Korea's biggest cosmetics company, expects the South Korean men's market to be more than USD $885 million this year.\u003cbr/\u003eAMOREPACIFIC offers 17 men's brands and operates two MANSTUDIO stores in Seoul that are devoted to men's skincare and makeup.\u003cbr/\u003e\"We believe the cosmetics market for men will expand in the future. It has been expanding. Nowadays, many men are very interested in skin care, makeup and body care. We are also planning to expand our stores and diversify our products,\" says AMOREPACIFIC's marketing team staff Jeong Ye-ji.\u003cbr/\u003ePart of the explanation for this trend is a massive push by cosmetic companies to use handsome, wildly popular male celebrities to market their products, often aiming their advertising at women as much as men.\u003cbr/\u003eAs a result, South Korean men are barraged daily with messages suggesting that flawless skin is a crucial part of any plan to get ahead at work and in life. \"Appearance is power\" is a popular catchphrase.\u003cbr/\u003eThere is a Korean phrase \"handsome flower men\" _ kkonminam in Korean. \u003cbr/\u003ePosters of Korean pop stars and actors with immaculate complections and flawless skin can be seen across Seoul. \u003cbr/\u003eSo what's the verdict on the streets of Seoul for this new generation of metrosexual males.\u003cbr/\u003e30-year-old Park Sang-chin a beer company employee says: \"For me, I do not take care of my skin for interviews or to get jobs. I like it myself and I see my skin condition improving when I take care of it, so I have been using skin care products since ten years ago.\"\u003cbr/\u003eStudent Kim Deuk-ryong thinks it might be going too far. \u003cbr/\u003e\"Actually, I do mind using BB Cream. I can understand using sun cream, but I think of BB Cream as some kind of makeup so I don't use it,\" he says.\u003cbr/\u003e\"Looks are important these days. I think proper self-grooming by putting some makeup on, not too much, is okay,\" says Kim Jin-young.\u003cbr/\u003e24-year-old Lee Hyun-jun says: \"If it is not too excessive, I think it is okay. If it is not drawing thick eyelinersďż˝\"\u003cbr/\u003e\"However times have changed, men wearing makeup doesn't look manly. I think it is not so good to for men to makeup on. They lose masculinity,\" says Choi Seon-woo.\u003cbr/\u003eShin Kyung-nam is a 33-year-old housewife, she says: \"If it is not over the line and it is used to improve one's appearance, I think it becomes one of the advantages.\" \u003cbr/\u003eFinally Bang Young-chan, a 20-year-old student says: \"Too much makeup on men conflicts the image of a manhood. I am against it as it can cause one to lose some masculinity.\"\u003cbr/\u003eBut there are concerns within South Korea that a new generation of men are more interested in appearance than in ability.\u003cbr/\u003ePh.D. Kim Ju-duck, Sookmyung Women's University's Assistant Professor for the Graduate School of Distance Learning's Department of Cosmetic \u0026amp; Beauty, says: \"Recently, men have been considering their appearances as higher priority than their own abilities, and this phenomemon led to their interest in plastic surgery or cosmetics. In the past, men received skin care products from their family or lovers, but these days, they tend to choose their own products. Therefore, the male cosmetics market is expanding and the interest in appearance is increasing.\"\u003cbr/\u003eHe is concerned society is placing the emphasis on beauty and not brains.\u003cbr/\u003e\"Trying to look like handsome flower men - kkonminam - and especially trying to look younger is one of our society's trends. I think our society somehow became more focused on looks than one's actual ability, and I believe this is the wrong way to go,\" he says.\u003cbr/\u003eWith beautiful faces like this staring down on the streets of Seoul, it's little wonder the young Korean men feel compelled to compete.\u003cbr/\u003e\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='action-container flex justify-between'\u003e\n\u003cbutton aria-expanded='false' aria-label='Read more description' class='rp-full-description' type='button'\u003e\n\u003ci class='fai fa-solid fa-align-left'\u003e\u003c/i\u003e\n\u003cspan id='read_more'\u003eRead More\u003c/span\u003e\n\u003c/button\u003e\n\u003cdiv class='rp-report'\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv aria-labelledby='resource-details-heading' class='rp-info-section'\u003e\n\u003ch2 class='title' id='resource-details-heading'\u003eResource Details\u003c/h2\u003e\n\u003cdiv class='rp-resource-details clearfix'\u003e\n\u003cdiv 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id=\"educator-rating-form-root\"\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-resource'\u003e\n\u003cdiv aria-label='Show resource details' class='rp-show-info' role='button' tabindex='0'\u003e\n\u003ci class='fai fa-solid fa-align-left'\u003e\u003c/i\u003e\nShow resource details\n\u003c/div\u003e\n\u003cdiv aria-label='Video player' class='player' id='player-wrapper' role='region'\u003e\n\u003cdiv class='relative container mx-auto' id='lp-boclips-visitor-thumbnail'\u003e\n\u003ca class=\"block\" data-html=\"true\" data-placement=\"bottom\" data-trigger=\"click\" data-content=\"\u003cdiv class=\u0026quot;text-center py-2\u0026quot;\u003e\u003ca class=\u0026quot;bold\u0026quot; href=\u0026quot;/auth/users/sign_in\u0026quot;\u003eSign in\u003c/a\u003e or \u003ca class=\u0026quot;bold text-danger\u0026quot; data-posthog-event=\u0026quot;Signup: LP Signup Activity\u0026quot; data-posthog-location=\u0026quot;body_link_boclips\u0026quot; data-remote=\u0026quot;true\u0026quot; href=\u0026quot;/subscription/new\u0026quot;\u003eJoin Now\u003c/a\u003e\u003c/div\u003e\" data-title=\"Get Full Access\" data-container=\"body\" rel=\"popover\" tabindex=\"0\" aria-label=\"Play video: Male beauty industry booming in South Korea\" href=\"/subscription/new\"\u003e\u003cimg class=\"resource-img img-thumbnail img-responsive z-10 lp-boclips-thumbnail w-full h-full lozad\" alt=\"Male beauty industry booming in South Korea\" title=\"Male beauty industry booming in South Korea\" onError=\"handleImageNotLoadedError(this)\" data-default-image=\"https://static.lp.lexp.cloud/images/attachment_defaults/resource/large/missing.png\" data-src=\"https://static.lp.lexp.cloud/images/attachment_defaults/resource/large/missing.png\" width=\"315\" height=\"220\" src=\"data:image/png;base64,R0lGODlhAQABAAD/ACwAAAAAAQABAAACADs\" /\u003e\n\u003cspan aria-hidden='true' class='flex justify-center items-center bg-white rounded-full w-16 h-16 absolute top-1/2 left-1/2 -mt-8 -ml-8 cursor-pointer z-0 border-2 border-primary drop-shadow-md lp-boclips-thumbnail-playBtn'\u003e\n\u003ci class='fa-solid fa-play text-primary text-3xl ml-1 drop-shadow-xl'\u003e\u003c/i\u003e\n\u003c/span\u003e\n\u003c/a\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n"}