South Korea is renowned worldwide as a paradise for plastic surgery. It accounts for nearly 25 % of the global aesthetic surgery market, with around nine in every 1,000 people having undergone some form of plastic surgery
In South Korea, plastic surgery advertisements are everywhere. Whether in subway stations, on the streets, or on public transport, there are always advertisements urging people to change their appearance through surgery. Gangnam district in Seoul is the epicenter of the plastic surgery industry, where about 55 % of the more than 600 plastic surgery clinics in Seoul are concentrated2. These clinics offer a variety of procedures, from the popular double - eyelid surgery and rhinoplasty to more complex face - lift surgeries.
The popularity of plastic surgery in South Korea is driven by multiple factors. On one hand, the highly competitive social environment makes people believe that a good appearance can bring a competitive edge2. On the other hand, the development of plastic surgery technology and the promotion of social media have also made people more accepting of plastic surgery. In addition, the willingness of Korean celebrities to publicly discuss their plastic surgery experiences has further reduced the stigma associated with it, making plastic surgery more normalized
