K-beauty and the Korean cosmetics industry in the negotiation of masculinities in ChileChoi, Jinok (Avtor) Tapia Silva, Janice (Avtor) Figueroa, Valentina (Avtor) K-beautyKorean cosmetics industryhegemonic masculinitysoft masculinityChileThis study investigates the impact of men’s beauty practices on the perception of masculinity in Chile. In particular, whether the growing interest in K-beauty and the Korean cosmetics industry strains the macho model of hegemonic masculinity. For this purpose, we first conducted participant observation in stores that sell Korean cos­metics in Santiago and then collected information from various actors involved in the Korean cosmetics industry in Chile: shop owners and workers, people interested in Korean culture, and key informants engaged in critical Korean studies. As a result, processes of change in the practices and perceptions of masculinity are identified, due to factors such as interregional immigration (barbershop culture) and pop culture (Hallyu). Initially, Korean men in Hallyu content are seen as feminine and with a “soft” masculinity. However, with the successful spread of Korean pop culture, a man who takes care of his appearance is considered attractive and mature, and freedom of expression through his own body is positively valued. Therefore, the cross-cultural consumption of skincare puts people in contact with Korean gender expressions and opens a space for discussion about masculinities, creating «cracks» in the traditional Chilean macho model. Consequently, the Korean cosmetics industry in Chile stands out as an emerging context for the negotiation of masculinities that deserves to be studied in depth.20262026-10-29 15:32:16Članek v reviji190560sl