Korean Beauty in International Relations: From Neoliberalism to Soft Masculinity

Abstract

This research wants to explain the Korean Beauty phenomenon from the perspective of International Relations, especially neoliberalism. The Korean Beauty phenomenon as part of the Korean Wave is often seen from the perspective of cultural or media studies. Meanwhile, in International Relations, many people discuss the Korean Wave and other derivative cultural products from the perspective of public diplomacy or soft power. This study aims to look at Korean Beauty from the perspective of neoliberalism as an approach in International Relations and the concept of soft masculinity that upholds the values of globalization, as well as 're-locating' the Korean Wave, in this case especially Korean Beauty, as part of the capitalizatio and commercialization of culture which leads to an increase in economy.