100 years of Korean Beauty: the birth of modern Korean Beauty Standards (History of Korean Beauty 4)

Summary

In this video, Odile, an art director with decades of experience in Korean beauty, explores the evolution of Korean beauty standards, tracing their roots from the Joseon Dynasty to the present. She delves into the historical importance of fair skin, Confucian values, and the influence of Western and Japanese colonial aesthetics on modern Korean beauty ideals. Odile discusses the rise of the 'Modern Girl' in the early 20th century, the impact of foreign products, and the complex intersection of feminism, consumerism, and traditional values that continue to shape today's K-beauty trends.

Takeaways

• 😀 The ideal of fair skin in Korean beauty originated from the Joseon Dynasty, symbolizing purity and moral integrity.
• 😀 During the Joseon period, beauty was connected to Confucian values, where a beautiful body reflected a beautiful soul and one's role in society.
• 😀 Women in the Joseon Dynasty were encouraged to stay indoors, as physical beauty was linked to a lifestyle of modesty and nurturing.
• 😀 Korean Confucianism believed in preserving the body in its natural state, making blemishes, freckles, and tanning undesirable.
• 😀 Minimal makeup was preferred during the Joseon era, aligning with Confucian ideals of simplicity and modesty.
• 😀 The Japanese colonization of Korea (1910-1945) introduced Western beauty standards, shifting the focus away from traditional Korean ideals.
• 😀 The influx of Western and Japanese beauty products in Korea led to the decline of local beauty products, with *Pakgabun*, a Korean face powder, being a rare exception.
• 😀 Japanese cultural imperialism during the colonial period influenced the idealization of a V-shaped face, a beauty standard still common in Korea today.
• 😀 The 'Modern Girl' phenomenon in colonial Korea involved young women embracing Western fashion, makeup, and cultural trends, often in rejection of traditional Confucian values.
• 😀 Despite its empowering image, the 'Modern Girl' movement was critiqued for promoting Western consumerism rather than addressing deeper societal issues like national freedom and gender roles.
• 😀 Modern Korean beauty standards are shaped by a mix of Confucian values, Western consumerism, and feminist critiques, illustrating the ongoing tension between tradition and modernity.

Q & A

What is the primary focus of the video discussed in the script?

The video focuses on the history and evolution of Korean beauty, specifically examining the shift from traditional beauty ideals during the Joseon dynasty to contemporary beauty standards, influenced by Western and Japanese aesthetics.

How does the video relate Confucian ideals to Korean beauty standards?

The video explains that during the Joseon dynasty, Confucianism linked beauty to the purity of both the body and the soul. A beautiful soul, associated with traditional feminine virtues, was believed to be reflected in a flawless and fair complexion, symbolizing purity and moral integrity.

What beauty ideals were prominent during the Joseon dynasty in Korea?

The beauty ideal during the Joseon dynasty emphasized clear, bright, and fair skin, which was considered a symbol of purity and beauty, often linked to Confucian values of simplicity and naturalness.

Why were dark spots, freckles, and tanning considered undesirable in Joseon Korea?

Dark spots, freckles, and tanning were seen as signs of impurity and disruption to the original, pure state of the body, reflecting the belief that physical appearance was directly connected to one's family heritage and moral standing.

What role did the concept of 'Qi' (기) play in Korean beauty during the Joseon period?

'Qi' (기) is the vital force thought to flow through every living entity, and its preservation was crucial for maintaining both physical and spiritual purity. A flawless, fair complexion was seen as a reflection of preserving this vital energy in the body.

How did Japanese colonialism impact Korean beauty standards?

Japanese colonialism introduced Western beauty products and ideals, which led to the devaluation of traditional Korean beauty features. Korean women were encouraged to adopt Western beauty standards, which emphasized different facial structures, such as the 'V-line' jaw shape.

What is the 'Modern Girl' phenomenon and how did it challenge traditional Korean beauty?

The 'Modern Girl' phenomenon emerged during Japanese colonial rule and represented a new generation of young women who embraced Western fashion, short hair, and bold makeup. This movement challenged traditional Korean values by rejecting Confucian ideals of modesty and simplicity.

What criticisms were raised about the 'Modern Girl' phenomenon?

While the 'Modern Girl' was seen as a symbol of empowerment, critics argued that the movement was more about adopting foreign consumer products and beauty standards than challenging societal norms or fighting for the country's true freedom from colonial rule.

How does the script explain the connection between Korean feminism and the beauty industry?

The script highlights how contemporary Korean feminists criticize the beauty industry for perpetuating harmful beauty standards that have their roots in both Confucian values and colonial influences, arguing that the focus on appearance undermines real feminist progress and social change.

What is the relationship between Western beauty products and the rise of modern Korean beauty standards?

Western beauty products, introduced during the Japanese colonial period, played a significant role in shaping modern Korean beauty standards by promoting ideals that favored a more Westernized, refined aesthetic, such as lighter skin and specific facial features like the V-line jaw.