Beyond the Mainstream: Unveiling the World's Lesser-Known Beauty Standards
Bert Nguyen
Associate Language Manager and Copywriter at Flynde
In the media, beauty is often depicted and perceived through a relatively homogeneous lens, particularly for men. Yet it is a profoundly diverse and dynamic concept, constantly shaped by culture, history, and societal values. In other words, what is considered attractive in one society can be vastly different, even contradictory, in another. In this month's Coffee with Bert, join me to explore fascinating beauty standards for men from around the globe, uncovering how these ideals reflect deeper cultural values and societal priorities.
East Asia: The "Flower Boy" aesthetics
In many East Asian countries, especially South Korea, the dominant male beauty ideal diverges from the rugged, hypermasculine archetype often celebrated in Western media. Influenced heavily by K-pop culture, this ideal is called "Kkonminam (꽃미남/꽃美男)," or "Flower Beautiful Man." It includes tall stature, fit but slim builds, pale and smooth skin, delicate features, and a V-shaped jawline. Men wear subtle makeup, such as tinted lip balm, eyebrow pencils, and foundation, as part of their daily grooming routines. Cosmetic surgery, including jaw reduction, is not uncommon in efforts to achieve the desired face shape.
The popularity of K-pop has not only stopped in South Korea, but also all across Asia, even the world.
This aesthetic is not a passive absorption of Western ideals, but a cultural assertion. The global popularity of K-pop has not only shaped local beauty standards but also begun to influence Western perceptions. While the West may favour pronounced jawlines and bulkier frames, East Asia's refined look highlights a contrasting, yet equally powerful model of masculinity rooted in softness, youthfulness, and emotional expression. You can just observe recent Korean boy bands or male leads in new Chinese romance series to see these characteristics.
Africa and Polynesia: Strength, size, and status
Across several African cultures, beauty standards for men often emphasize youthfulness, muscular physiques, and large hands and feet. These traits are valued not just for their appearance, but also for their symbolism: strength, endurance, and the capability for physically demanding labour, such as farming and hunting. In some Black communities, darker skin and a fuller body are celebrated, representing vitality, health, and masculine presence.
Similarly, in traditional Polynesian societies, such as those in the Cook Islands, larger male body size has historically been associated with wealth, good health, and social prestige. Chiefs and individuals of high status were often those who could afford to eat well, making body size a visual symbol of privilege. For instance, Disney’s 2016 animated movie Moana depicted this beauty standard quite well with Maui, who is a demigod. Unlike Western ideals of leanness, these cultures emphasize that a man's physical presence reflects his ability to provide for, lead, and contribute to the community.
The role of practicality and symbolism
These unusual male beauty standards highlight the intersection between practicality and symbolism. In Africa, a muscular build is not just attractive but necessary for daily survival. In Polynesia, size equates with abundance and leadership. Meanwhile, East Asia's flower boy ideal symbolizes sophistication, gentleness, and the modern man’s emotional accessibility—a subtle rebellion against traditional macho stereotypes.
In all cases, what is deemed beautiful reflects more than aesthetic taste. It reveals economic realities, historical trajectories, gender roles, and cultural values. These standards serve as social scripts, telling others not only what is admired but what is expected.
Globalization and resistance
Global media and increased cultural exchange have undoubtedly spread Western ideals of male beauty—the tall, muscular, square-jawed archetype—to all corners of the globe. This can pressure young men in non-Western societies to conform, sometimes leading to dissatisfaction and the erosion of local standards. However, globalization also creates opportunities for cultural aesthetics to resist and influence back.
Globalization may be a challenge, but it's also a lever for cultural aesthetics to resist and shine.
For instance, the global popularity of Korean beauty practices and media demonstrates that cultural exchange is not unidirectional. East Asian standards are now reshaping global norms, resulting in a new hybrid aesthetic. Rather than a total replacement of local beauty standards, we see a fusion where cultural identity remains strong and sometimes becomes even more assertive.
Understanding and appreciating these diverse standards allows us to challenge the narrow molds of attractiveness often promoted by global media. It reminds us that beauty is not universal but richly varied—an expression of who we are, where we come from, and what our communities hold dear. Embracing this diversity helps build a more inclusive and empathetic world, where beauty is seen not in sameness but in difference.
COFFEE WITH BERT
This is to bring you the richness of global traditions straight to your desktop.
Join Bert Nguyen - one of our copywriters, as we journey beyond borders—celebrating diversity, bridging cultures, and uncovering the stories, places, and people that make our world so fascinating.
