Kim detests all signs of aging. When swimming, she notes peers with firm skin, immediately considering similar treatments. Her daughter, Lee, states that Kim had cancer 15 years ago, but now she worries more about her aging appearance than her past illness.

In South Korea, appearance plays an important role in social life. Data from the International Society of Aesthetic Plastic Surgery indicates that in 2024, 8,8 out of every 1.000 Koreans underwent cosmetic procedures. This beauty trend, once common among young people, has now extended to those over 70.

Actress Jeon Won-ju, 87, consults on skincare at a cosmetic clinic in Seoul, South Korea. *Korea Herald*.

Though official statistics are unavailable, dermatologists in Seoul report a steady increase in demand for beauty treatments among older adults over the past decade. The director of a clinic in Yongsan district noted the growing popularity of family-model consultations. Children undergo treatments first, and if satisfied, bring their parents for rejuvenation methods like botox injections.

Jung Sun-hee, 37, recently booked wrinkle and dark spot treatments for her mother as a Lunar New Year gift. "Every time she looks in the mirror, my mother says her facial features feel like they're collapsing and she's very disappointed," Jung recounted. Her family spent approximately 1 trieu won (about 700 USD) on a lifting procedure and plans to continue this as a regular gift due to her mother's satisfaction.

Elderly men are also participating in this trend. Park Hyeong-sub spent nearly 10 trieu won (about 7.000 USD) on a hair transplant for his 70-year-old father. Though initially refusing, believing "there's no one left to impress," his father now frequently looks in the mirror with confidence.

Capitalizing on this sentiment, many clinics are intensifying advertising with the phrase "filial piety aesthetics." However, this raises warnings about the risk of medical abuse.

Consumer research professor Lee Eun-hee is concerned about excessive marketing targeting older adults, a vulnerable customer group. "Cosmetic procedures are being encouraged under the guise of filial piety, even when unnecessary. Many may be persuaded to purchase expensive service packages, spending most of their savings after just one consultation," Lee stated.

By Ngoc Ngan (according to Korea Herald)