IndexIntroductionAppearanceKorean AestheticsCosmetologyThe Scouting ProcessTalentThe Audition ProcessTraining and Other SkillsTalent ProgramsEvaluationConclusionIntroductionKorean popular culture, also known as the Korean Wave or Hallyu, is consisting of entertainment, music, television dramas and films from South Korea (Roll). It all started with Seo Taiji and the Boys, who gained local attention for fusing European melodies with Korean lyrics. They produced a new sound that would see many younger Korean artists follow this trend of creating music using influences from other parts of the world. While some artists had enjoyed fame outside of Korea, Hallyu's global explosion came with Psy's Gangnam Style in 2012 ("How Did K-pop Conquer The World?"). Subsequently, the intelligent management of this soft power towards a global audience has brought great profits to the consumer products industry, the tourism sector and helped improve the country's image. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay At the center of this cultural phenomenon is a group of people recognized as Korean idols, all signed to management agencies. They have gained a cult following both in Korea and around the world for their good looks, voices, synchronized dancing and affable personalities. Given the massive attention these idols receive, there is constant pressure to retain and attract new fans. Some strategies used in this relationship marketing include writing your own songs, changing album concepts, and coming back with new looks. Yet the big question is: does their appearance take precedence over their talent in their quest to achieve success? AppearanceThe Korean AestheticThere is a particular aesthetic in Korea that is glorified in the entertainment industry. This aesthetic highlights features such as large eyes, sharp noses, small lips, straight eyebrows, double eyelids, V-shaped jaws, and flawless skin. Pale skin and slim, fat-free bodies are also glorified by Koreans, and idols are strictly held to these standards. In an article produced by the Association of Consumer Research, the authors state that white skin has been equated with personal beauty in Korea since its first dynasty (Li et al. 444). Pale, flawless skin denotes youth, health, naturalness, and elitism (Li et al. 446). Female idols with glamorous bodies and a baby face are called "Bagel Girls" and are more popular among the crowd (Oh 63). The most popular male idols are those with the same characteristics, called “Pretty Boys or Flower Boys”. It is clear that appearance plays a more important role than music. For example, the fame between Girls Generation and 2NE1 has always been a big debate. When Girl's Generation was nicknamed the Nation's Girl Group for their glamorous bodies and baby faces, 2NE1 were labeled an ugly girl group because their looks or body size did not fit Korean beauty requirements. While the music performed by Girls Generation was produced by a team of artists behind the scenes, the members of 2NE1 were involved in the writing of their songs. Despite 2NE1's talent, Girls Generation was more popular with both local and international audiences. Cosmetology Idols are very accustomed to cosmetology and it is the fundamental ingredient of their images. In cosmetology, skin care products are used to keep the skin healthy and clean, makeup products improve thefacial features and cosmetic surgery is seen as a permanent extension of makeup. This surgery focuses on looking better and younger and can be performed on any part of the body ("About Cosmetic Surgery - American Academy Of Cosmetic Surgery"). Companies invested in the best beauticians for their artists and would go so far as to recommend and sponsor cosmetic surgery. Even so, Idols remain tight-lipped when it comes to revealing whether they have had surgery because they risk their "perfect" image when they confess to doing so. In many Idol reality shows like Super Junior Returns, Real GOT7, Run BTS or Blackpink TV, their first program of the day would be the salon where they do their hair and makeup. Idols also appear on several beauty shows such as Lipstick Prince and Beauty Bible to learn and share their knowledge about cosmetics. However, every time an Idol admits to having a scalpel job, he attracts criticism. Girl group Brown Eyed Girls encapsulates this idea through a show Saturday Night Live Korea, where a "Plastic Face" video was released as a parody of Lady Gaga's Poker Face ("Plastic Face - Brown Eyed Girls"). In the video they sang about cosmetic surgery and denounced the public's double standards. They also sang about how cosmetic surgery can give a confidence boost and shouldn't be looked down upon. The Scouting Process On the other hand, some idols are born naturally gorgeous and entered management agencies through a casting offer. This process is called scouting and is commonly practiced by management agencies. Agency employees are allowed to recruit people they find attractive for their companies. It happens everywhere, from the streets to shopping malls. Some recruiters follow their target for days until they agree to participate in an audition organized by the company. Since they already have the right look, auditions evaluate their stage presence rather than their musical talent, which companies believe can be trained. Considering that the industry is built on youth, recruiters would look for 7-year-old faces so that they have ample time to train before debuting. F(X)'s Krystal was discovered by SM Entertainment at age 6 while on vacation with her family in Korea, but her parents negotiated for her to join the company later since she was still too young. Instead, they signed Krystal's older sister, Jessica, to the company, which eventually became part of Girls Generation. When Krystal turned 12, she began training at the company and debuted with F(X) at 15. TalentTalent is defined by the dictionary as a natural ability to excel in a particular area. In any case, in this essay we will apply Nietzche's philosophy of will to power. His theory explains self-made talent, where people can achieve their dreams when they believe, work hard and invest in it. The Audition Process Each Idol must pass the audition process before being accepted into the company. Anyone who applies for an audition would like to become a successful idol one day. Companies have also made these auditions easily accessible by providing global and online platforms for foreigners. However, the audition requirements are uncompromising and only the crème de la crème would receive a training offer. The top 3 entertainment companies in Korea evaluate an individual's musical ability and its potential to turn into a hit. JYP Entertainment focuses on their singing ability, rhythmic sense in dancing and rapping, as well as their stage presence ("JYP Audition"). SM Entertainment does notallows candidates to use pre-recorded help, so auditors must sing a cappella or choreograph a dance immediately. ("Hearing"). The CEO of YG Entertainment revealed in an interview that only applicants who are naturally gifted for music are welcome. He believes that only those born with talent will be successful. It is obvious that it takes a lot of effort and hard work to perfect their skills for the audition. Many applicants would enroll in dance and singing lessons, practicing for months or years in preparation for the audition. Training and other skills Once they pass the auditions, candidates get training contracts that last 2 to 5 years with no guarantee of debut. No Idol can escape this phase which is notoriously rigorous and difficult. Trainees continue to hone their skills in singing, rapping, dancing, and learn other skills required for an idol, such as music writing, image maintenance, and the Korean language (Sunio). Yet life after debut only becomes more difficult. The Rookie Idols now have to compete with the veterans for attention. So they have to work even harder to stand out by going into acting, hosting, variety shows, musicals, or producing. Idols whose talent goes beyond dancing and singing maintain success for more than 7 years: the average lifespan of a K-pop person. group. G-Dragon, solo artist and leader of the K-pop group Big Bang, trained for 11 years before debuting. During the training, he learned to compose and produce music and was asked to write a new song every day as homework. His mastery of songwriting and producing allowed him to be heavily involved in his group's successful albums and establish their musical integrity (Kim). When Big Bang took a break from the music scene and the members pursued solo activities, G-Dragon continued to write songs for others and himself. He has been so successful that he tops the Korea Music Copyright Association's list of registered Idol songwriters, with 173 copyrighted songs to his name. His fashion sense and good looks further cemented his popularity as an idol. With 13 years of experience in the industry, he has entered a new league that rookie idols can only dream of reaching. Talent Programs There are also public avenues where idols are discovered for their talent, such as talent shows like Superstar K, school or music festivals. These public platforms provide a quick path to debut as an idol. For example, pop duo Akdong Musician signed a contract with YG Entertainment after coming first in K-pop Star 2. They wrote and sang their own songs to lighthearted melodies inspired by their surroundings (Ng). With perfect tone and coordination, they enchanted the audience and the jury. Under YG's direction, they have continued to write songs and perform, now reaching a global audience. Additionally, Idols who missed their chance in the spotlight can join new debut training programs like Produce 101. Several companies would send their trainees or unpopular performers to the show for a chance to debut in a group. The show reflects the reality of the apprentices' lives, from learning to salute properly to competing in singing, dancing and other skills. Trainees who are subpar are eliminated from the show and miss out on the chance to (re)debut. Unfortunately, only the best get the chance to take the stage. Evaluation The factors listed above influence the success of an Idol even after debut. We see how only the hardest-working Idols get a taste of success: a large fan following, on top?