SEOUL – Can a beauty pageant title be considered any less authentic if the winner’s appearance has been surgically enhanced?

The question emerged after earlier images of 2026’s Miss Korea, Woo Seo-yoon, began circulating online following her crowning at the 70th Miss Korea pageant on Aug 22.

The images prompted comparisons with her current appearance and speculation about what, if anything, she may have done to change her looks.

Some argued that Miss Korea should favour contestants with no history of cosmetic procedures. Others noted that the pageant does not prohibit surgery and questioned the scrutiny of Woo based on old photographs.

Woo, 22, herself did not address the issue directly. She said, however, that the negativity and hateful comments were “hurtful” and that she was determined not to let them affect her.

“I hope I will have opportunities to show people who I really am,” she said in an interview.

Woo is not the first Miss Korea winner to face scrutiny after earlier photographs surfaced online.

Jung Yeon-woo, who won the title in 2025, said that questions about cosmetic surgery were among the comments she heard most often during her time as Miss Korea.

“Time and again, I’ve watched people hurt not only me but also colleagues I care about with such rude and hurtful remarks,” she said on Instagram in response to questions about whether she was a “natural beauty”.

“I’m more curious about why people are so curious about whether someone has had plastic surgery,” she added. “Does being a natural beauty make you more valuable, and does not being one make you less so?”

Natural beauty

Jung’s question points to a larger contradiction in South Korean beauty culture.

In a country where enhancing the looks people are born with &ndash...