The Evolution of Beauty Standards: The Waistline in Korean Entertainment

The Era of the "Perfect Waist" Jun Ji-hyun (Gianna Jun) emerged as a pivotal figure in defining Korean beauty standards in the early 2000s. Her debut captivated audiences not only with her dynamic performances in advertisements but particularly with her defined waistline. During this period, Lee Hyori also gained attention for her slender waist that complemented her longer torso, establishing a distinctive type of sensuality in Korean media. Following Jun Ji-hyun's rise to prominence, the beauty standard shifted toward emphasizing not merely slender waists but those with subtle curves that enhanced hip lines. This shift significantly impacted several established celebrities, most notably Go So-young. Changing of the Guard in Advertising Jun Ji-hyun's Giordano campaign marked a pivotal moment in Korean advertising. While Go So-young maintained her presence as a model, she ultimately conceded her "queen of advertisements" status to Jun Ji-hyun. The indus...