South Korean youth culture

increase in global popularity of South Korean culture since the 1990s

Ulzzang (, ) is a popular South Korean term literally meaning "best face" or "good-looking". A person desiring ulzzang status would gain popularity on the internet through entering contests where their photos are judged and chosen by voters. The trend is unisex applies both to males and females.

() in Korean is a normalized gendered performance that involves a cute display of affection often expressed through a cute voice, changes to speech, facial expressions, or gestures. A similar expression is (; ). literally means behaving in a flirtatious, coquettish manner and it is commonly expected for both male and female K-pop idols and also expected or demanded from exclusively younger females in Korean society in a way which reinforces or reflects Korea's traditional gender roles. However, it is not uncommon for everyday people to behave in such a way, and is widely used as an expression

Kkonminam (; ; from 꽃 (kkot, "flower") and 미남(美男) (minam, "handsome man")) has been commonly used in South Korea since the late 1990s to refer to men who are especially concerned with personal style, grooming and fashion. This lifestyle also includes the significant usage of cosmetics. Although they are sometimes regarded as bishōnen (androgynous), generally gender or sexual orientation is unambiguous.