From cutting their hair short and wearing glasses on TV to smashing their cosmetics, many South Korean women are rebelling against strict beauty standards. Online movement #escapethecorset is battling against the country’s traditional cultural ideals and highlighting other feminist issues.

An Olympian’s short hair added fuel to the fire of an ongoing gender war in South Korea. As South Korea sheds some of its ingrained gender norms, women are finding their voices in speaking up against patriarchal powers by advocating for gender equality.

In Zegna's social spot, a virtual influencer and a real-life idol discuss their 'ideal man' – and they bring up none of the values associated with traditional masculinity. The ad points towards an interest in gender fluidity in China, even as state officials seek to reintroduce more conservative gender norms.

Grappling with a generational malaise, young people in South Korea are looking to reclaim some agency over their life choices. How are they challenging traditional mindsets around success and escaping societal pressures? And how can brands help them achieve happiness on their terms?