K-pop bands defy conventional masculinity
SEOUL: From bright hair dye, heavy eye makeup to flashy stage costumes, some of the key elements of a K-pop boy band defy conventional beauty standards for men.
Many K-pop groups are increasingly challenging what many brand as “traditional masculinity” by fully embracing makeup and fashion forward styles to best deliver their music.
Ironically, BTS, which has been most successful in making a breakthrough in the West, is among the groups that least conform to conventional masculinity.
Lexie Marie, a 17-year- old YouTuber from the UK, is one of the K-pop fans who love how groups like BTS channel “feminine” elements into their music.
“K-Pop boy groups do differ from Western boy groups. The most notable differences are definitely the makeup, hair and outfits,” Marie said, whose channel featuring reaction videos to K-pop videos has some 76,000 subscribers.
“I don‘ t think it really bothers them or if it’s something that they even really notice since they tend to care more about the
I don‘t think that wearing makeup questions the masculinity of these artists in any way and their work should not be belittled by people who think that it does.
music itself,” she said.
Marie sees music as an art form and that includes how idols present themselves, be it makeup or outfits. She wishes people would not see K-pop stars as just “boys in makeup.”
“I don‘ t think that wearing makeup questions the masculinity of these artists in any way and their work should not be belittled by people who think that it does,” Marie said.
Ten years ago, things were starting to move the other way.
In 2008, K-pop boy band 2PM created a “beast- dol” phenomenon in South Korea, a compound word of “beast” and “idol” with emphasis on masculinity, as the group often performed topless on stage showing off buffed chest and muscular arms.
But by 2010 the group had augmented their image with heavy makeup for Don’t Stop Can’t Stop.
Meanwhile Big Bang was also experimenting with bold makeup. Whereas before cosmetics had been used to cover blemishes and subtly polish a look, now groups wanted to make a statement.
One of the reasons behind the success of BTS is the members’ appearances, according to pop culture critic Jung Duk-hyun.
“Some of the elements that characterise the success of K-pop idols like BTS among international fans are the pretty boy looks on top of their vocal skills, heavily choreographed moves and dance skills,” Jung told The Korea Herald.
Data from market researcher Euromonitor estimates South Korea’s male grooming market was worth 1.28 trillion won ( RM4.67 billion) in 2017, up 4.1 per cent from the year before.
Against this backdrop, Chanel launched its very first male makeup line “Boy de Chanel”
Lexie Marie, 17-year-old YouTuber from the UK
last Saturday in South Korea.
Lee Jong-im, a researcher at the Centre for Culture & Society, echoes the view that boy bands in K-pop have come further from traditional beauty standards.
“Contrary to boy bands a few years back, members of boy groups now have a more fashion model-like body and presents a prettier and more polished look,” he said.