Korean Beauty Surgery as Capitalized Soft Power: From Aesthetic Practice to Global Cultural Authority
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Abstract
South Korea’s cosmetic surgery industry has emerged as an influential sector that transcends medical services and functions as a form of soft power. This study reconceptualizes Korean cosmetic surgery as capitalized soft power, emphasizing its dual role in generating economic value while shaping global aesthetic norms. Rather than framing cosmetic surgery solely in terms of gendered beauty norms, medical tourism, or individual consumer choice, this paper situates the industry within broader processes of national branding, transnational service management, and cultural political economy. Drawing on qualitative thematic analysis of policy documents, digital platforms, and scholarly literature, the study analyzes the role of state policy, urban spatial concentration, notably Gangnam, and medical tourism initiatives in institutionalizing cosmetic surgery as part of South Korea’s branding strategy. Clinics emerge as transnational cultural sites where foreign patients encounter Korean service culture, affective labor, and aesthetic ideology, transforming surgical procedures into immersive cultural experiences rather than purely clinical transactions. From an international management perspective, the paper demonstrates how Korean cosmetic surgery clinics operate as transnational service firms that strategically manage trust, risk, and uncertainty across borders. Their global success derives not only from surgical expertise but also from organizational capabilities such as standardized consultation systems, digital visualization technologies, and post-operative care infrastructures. Ultimately, the study argues that Korean beauty surgery operates through mechanisms of persuasion, normalization, and aspiration, thereby extending Korea’s cultural authority beyond traditional media industries. This contributes to Korean Studies by reframing aesthetic medicine as a significant site of geopolitical influence and economic power.
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