Why Cosmetic Surgery is Prevalent in Korea: A Perspective Grounded in Basic Values

The aim of this review is to explore the reasons behind the prevalence of cosmetic surgery in Korea from the viewpoint of "basic values." In societies characterized by high levels of prejudice, the hierarchy of values from highest to lowest is as follows: (1) political, (2) economic, (3) religious, (4) social, (5) theoretical, and (6) aesthetic. Conversely, in societies with low levels of prejudice, the ranking of values from highest to lowest is: (1) aesthetic, (2) social, (3) religious, (4) theoretical, (5) economic, and (6) political. In mature societies, higher levels of stability, cultural development, emphasis on quality of life, and greater tolerance and openness drive the appreciation of aesthetic values. As Korea's economy has developed and basic needs have been met, there has been an increasing emphasis on aesthetic values, including beauty standards and self-presentation. This trend is evident in the flourishing Korean beauty industries (K-beauty). There is a growing societal focus on physical appearance, fashion, and plastic surgery, which has become normalized in certain aspects of Korean culture. Rapid modernization, shifting social norms, competitive pressures, and evolving interpretations of traditional values have normalized and even popularized cosmetic surgery in Korean society. The combination of cultural expectations, advanced medical care, and social factors has positioned South Korea as a world leader in cosmetic surgery, despite its relatively small population. To keep pace with the rapidly evolving aesthetic values of Korean society, plastic surgeons must align with contemporary beauty standards, thoroughly understand surgical anatomy, and strive to minimize patient dissatisfaction.