[Korean Culture & Language] 쿨톤부심

Hello, this is Uptempo Marketers!


Fair skin, a sharp nose, peachy cheeks, and cherry-red lips have been the standard of beauty in Korea for thousands of years. While many Westerners embrace the idea of bronzing their skin, the majority of Koreans try hard to have light, pale skin. One of the reasons why they think fair skin is more beautiful is that tanned skin was traditionally associated with being of lower social status.

Favoring a certain skin tone can be a personal preference. However, thinking that one’s better than another because they have lighter skin might be discriminatory. Unfortunately, some people do believe that having fairer skin is preferable and have ‘쿨톤부심’. Do you remember that the term ‘부심(self-esteem)’ may be combined with any other word?

https://uptempom.blogspot.com/2022/02/korean-culture-language-pride.html

‘겨울쿨톤’ refers to ‘Winter Cool’. Among the four basic color types, which are Spring Warm, Summer Cool, Autumn Warm and Winter Cool, Winter Cools are considered the most elegant, luxury. 

source: https://colozart.com/

Since finding one’s ‘퍼스널 컬러 (Personal Color)’ has become super popular in Korea, more and more beauty YouTubers use it as a main subject. 

The title of below video is “사이다) 겨쿨 부심 오지게 부리다 13호 파데 떡칠 들켜 나락 간 친구”. It means ‘A friend who gets schooled for being conceited about her fair skin (겨울쿨톤 - Winter Cool skin)’

Because being ‘창백하다(pale)’ isn’t necessarily considered ‘매력적이다(attractive)’ in most Western countries, it sounds weird when she humblebrags and says “좀 아파 보인다는 소리 많이 듣기는 하지(I know, I often hear that I look pale and unwell)”. Many Koreans still believe that ‘looking weak’ and ‘being a princess’ are desirable qualities.

Shi-won gets caught that her skin wasn’t actually ‘Winter Cool’ at the end of the video. She applied foundation on her neck to make it appear as though she had the same skin tone as her face. 

Which ‘퍼스널 컬러(personal color)’ do you have? And which skin tone appeals to you the most?

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