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  • Chinese women go under the knife in the name of ‘joyous beauty’
  • Chinese women go under the knife in the name of ‘joyous beauty’
    Jonathan Kos-Read, Creative Commons (2013) ©
CASE STUDY

Yuemei: China’s ebay for plastic surgery

A common perception in China is that good looks get good jobs. Homegrown cosmetic surgeons have got a bad rep, and in 2014, 200,000 Chinese medical tourists travelled to South Korea in search of physical perfection. Can Yuemei prove it’s a trusted online marketplace for cosmetic ops in China, and will it give the industry a much needed reputational face-lift?

Location China

Scope
A common perception in China is that good looks help secure jobs. Those with means have been making trips to neighbouring South Korea to go under the knife, but now a Chinese online market place for plastic surgery is restoring trust in China’s cheaper – but poorly-regulated – cosmetic surgery industry.

An online marketplace for cosmetic enhancement is altering perceptions of the Chinese plastic surgery industry. Meaning ‘joyous beauty’, Yuemei is normalising cosmetic ops in China, doing what regulators couldn’t: giving the industry a reputational face-lift while improving transparency about procedures. Where is the industry heading?

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