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South Korean men are starting to place more emphasis on their physical appearance, by spending more and more on beauty-care products. This traditional conservative society is at odds with what to make of these new "flower boys", as they're colloquially called.
韓國男性開始越來越重視自身的形象，他們將越來越多的金錢花費在購買美容護膚品上。這個傳統意義上的保守國家開始與他們所崇尚的粗獷、有男子氣概的風格漸行漸遠。
Cho Won-hyuk stands in front of his bedroom mirror and spreads dollops of yellow-brown makeup over his forehead, his nose, his chin and cheeks, blending the cream until he's left with smooth,flawless skin. After that he goes to work with a black pencil, highlighting his eyebrows until they're thicker, bolder.
Cho Won-hyuk站在臥室里的鏡子前，在自己的額頭、鼻尖和臉頰輕輕涂上一層黃棕色的粉底，直至臉部皮膚看起來完美無瑕。然后，他掏出一支黑色的眉筆，把自己的眉毛描得更黑和更粗一些。
Cho Won-hyuk, college student, said, "I feel more confident after putting makeup on. When I put makeup on, it actually gets rid of my complex of having facial flushing. And I can focus more on what I do. At first, I think a few people started using makeup, and as we have such a small society, it soon became a trend."
Cho Won-hyuk是一名大學生，他說，“畫妝會讓我感覺更自信。當我在臉上涂上化妝品時，實際上它會遮擋掉我 所有臉部的瑕疵。這樣，我就可以集中更多的精力做我的事情。起初，我認為開始使用化妝品的人會有點少，因為我們的國家不大，但是現在我想男性化妝很快會成為一種新的潮流。”
Cho's meticulous attention to skincare is not unusual here. He and millions of other men have enthusiastically joined South Korean women in a quest for the "perfect face" that advertisers suggest is the key to success in this highly competitive society.
像Cho Won-hyuk一樣注重護膚的韓國男性在韓國并不少見。他和成千上萬的其他韓國男性與韓國女性一同樂此不疲地追求著廣告商所宣揚的成功秘訣—“完美肌膚”
