Talk about changing sexual orientations and the effeminization of society.
SEOUL, South Korea (AP) — Cho Won-hyuk stands in front of his bedroom mirror and spreads dollops of yellow-brown makeup over his forehead, nose, chin and cheeks until his skin is flawless.
Then he goes to work with a black pencil, highlighting his eyebrows until they’re thicker, bolder.
“Having a clean, neat face makes you look sophisticated and creates an image that you can handle yourself well,” the 24-year-old college student said. “Your appearance matters, so when I wear makeup on special occasions, it makes me more confident.”
Cho’s meticulous efforts to paint the perfect face are not unusual in South Korea. This socially conservative, male-dominated country, with a mandatory two-year military conscription for men, has become the male makeup capital of the world.
South Korean men spent $495.5 million on skincare last year, accounting for nearly 21 percent of global sales, according to global market research firm Euromonitor International. That makes it the largest market for men’s skincare in the world, even though there are only about 19 million men in South Korea.
It wasn’t always this way. The ideal South Korean man used to be rough and tough.
Things began to change in the late 1990s, when the South Korean government relaxed a ban on Japanese cultural goods, exposing South Koreans to different ideas on male beauty, including popular comics featuring pretty, effeminate men.
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