A Men's Following Up Image Change and the Aspect of Ideal Appearance Type of Korean and Chinese Men -Focused on Men in Their 20s to Their 40s-

한국과 중국 남성의 이상적인 외모유형과 남성의 추구이미지 변화 양상 -20~40대를 중심으로-

  • Lee, Yoon Kyung (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Jung, Dawool (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Bian, Lihua (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University)
  • Received : 2015.06.10
  • Accepted : 2015.08.23
  • Published : 2015.12.31


This research studies socio-cultural hegemony change focused on male society through contemporary ideal masculine images of Asian men (especially Korean and Chinese men). Participants were: South Korean men in and around Seoul and Chinese men in Beijing and Shanghai. The youngest survey participants in their 20's and the oldest in their 40's were asked about their present men's appearance images and masculinity as well as asked to evaluate satisfaction with their own style, and interest in fashion trends on a 5-point Likert scale. In this research, an ideal masculinity was tested by 6 characters (traditional masculinity, macho masculinity, androgynous masculinity, adolescent masculinity, trendy masculinity, and general masculinity) as male avatars. Asian men's consciousness of an ideal masculinity image has moved gradually from traditional masculinity to trendy masculinity, leading to new roles in a socio-cultural agenda. Korean and Chinese men are more interested in appearance and notice fashionable styles to be trendy that follow the latest fashion because most other Asian men reflect a traditional masculinity as an ideal appearance image.


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