Well-off North Korean women are taking greater interest in their physical appearance as beauty standards shift. Young women are dieting to stay slim, while middle-aged women seek treatments to reduce wrinkles. These changing beauty standards reflect the growing influence of South Korean culture across the border. Consequently, this beauty trend reveals how consumer preferences evolve even under tight state control.
“Affluent young women in Chongjin are eating less and exercising more as they watch their weight,” a source in North Hamgyong province told Daily NK. “People used to regard plumpness as a sign of good health, but now thin is in.” This shift in beauty standards demonstrates the power of cultural transmission from South Korea, where slender figures are considered more attractive. Therefore, these beauty standards operate despite official ideological opposition to South Korean influence.
Young women in their twenties and thirties often repeat expressions and follow trends from South Korean videos. They regularly discuss going on a diet while talking about their weight with friends. The frequent use of the word “diet” indicates how interested young women are in maintaining their figure. Consequently, these beauty standards have introduced new vocabulary into daily conversation.
Middle-aged women with disposable income are spending significant sums on skin care. Women in their forties and fifties seek to smooth out wrinkles and look as young as possible. This would be inconceivable for those living hand to mouth, but women who have already covered annual expenses gladly spend money on Botox injections. Therefore, these beauty standards reveal a growing consumer class with discretionary spending power.
Botox treatment costs in North Korea vary wildly, but even the low end reaches 10,000 North Korean won per injection. Wealthy middle-aged women take shots recommended by doctors or buy trending products at the marketplace. Since authorities closely police market activities, these women often arrange vendor meetings elsewhere or hire others to pick up shots and deliver them home. Consequently, this beauty trend operates within the informal economy.
These women also eagerly purchase imported cosmetics, supposedly effective at reducing wrinkles. South Korean and other foreign beauty products circulate through informal trade networks. Consumers associate imported goods with higher quality and better results. Therefore, these beauty standards drive demand for foreign products despite sanctions.
The generational divide in beauty priorities reflects different concerns at different life stages. Younger women focus on body shape and weight management through diet and exercise. Middle-aged women prioritize skin care and aging skin through medical interventions. Both groups ultimately pursue the same goal: staying young and looking beautiful. Consequently, these beauty standards manifest differently across age cohorts.
The source noted that women who do not worry about their next meal focus most on appearance. Economic security enables aesthetic pursuits that were previously luxury indulgences. The growth of private markets and informal commerce has created new wealth for some North Koreans. Therefore, these beauty standards accompany economic differentiation within North Korean society.
South Korean cultural influence penetrates despite official restrictions on media consumption. Women access South Korean videos through USB drives and other informal channels. They adopt not only beauty standards but also language and behaviors from these sources. Consequently, these beauty standards represent broader cultural convergence with South Korea.
The emergence of Botox treatments indicates sophisticated medical consumerism. North Korean medical providers offer advanced cosmetic procedures to paying customers. This represents a departure from the state’s previous focus on basic healthcare rather than aesthetic medicine. Therefore, these beauty standards drive the development of new services in the informal medical sector.
Women’s interest in appearance reflects their participation in market activities. Successful merchants and traders accumulate wealth that enables discretionary spending. Appearance can signal status and success within social networks. Consequently, these beauty standards serve social signaling functions alongside personal satisfaction.
The source explained that women sometimes purchase shots recommended by doctors and sometimes buy trending products at marketplaces. The variety of sourcing options indicates multiple supply channels for cosmetic treatments. This suggests sophisticated networks connecting consumers with medical providers and product distributors. Therefore, these beauty standards support complex informal economic systems.
Wealthy women’s preoccupation with appearance contrasts with the daily survival struggles of most North Koreans. Economic inequality enables aesthetic pursuits unavailable to the broader population. The gap between those who can afford Botox and those struggling for food widens. Consequently, these beauty standards highlight growing social stratification.
Looking ahead, these beauty trends will likely intensify as market activity continues. Younger generations exposed to South Korean media will maintain different beauty ideals than their elders. The availability of cosmetic treatments and imported products may expand. Therefore, these beauty standards will continue evolving as North Korean society changes.
In conclusion, North Korea’s beauty standards are transforming among affluent women who now pursue dieting for thin figures and Botox for wrinkle reduction. Young women emulate South Korean ideals of slimness while middle-aged women invest in cosmetic treatments costing significant sums. This beauty trend reflects the growing influence of South Korean culture, the emergence of a consumer class with disposable income, and the development of informal networks supplying foreign products and services. Despite official opposition to South Korean cultural influence, these beauty standards demonstrate the power of cross-border cultural transmission.
