Entrepreneurship and Transnational Feminist Sensibilities: Body Positivity among Female Plus-size Models and Influencers in South Korea

• In Event: 50409 - Regular Session on Gender: Challenging Gender

Abstract

While the concepts of plus-size and body positivity are well-established among women in Western countries—where diversity and inclusion have a relatively longer history—South Korea has maintained narrow beauty norms and rigid body standards. With increasing discourse surrounding women’s rights, feminism, and beauty resistance movements in Korea, this study explores how young female professionals engage in the body positivity movement through their work in the plus-size industry. Based on in-depth interviews with 11 plus-size models, social media influencers, and small business owners, we find that these young professional women not only resist and challenge oppressive beauty norms but also advocate for women's empowerment and confidence about body shape and size, which we conceptualize as “cultural entrepreneurs.” As cultural entrepreneurs, these women experience self-efficacy and actively seek to empower others by sharing body positivity-related content and engaging with fans and followers on online platforms. We further argue that their commitment to and adherence to cultural entrepreneurship have been shaped by three key pathways: (1) recognizing gender inequality as (un)labeled feminists, (2) drawing inspiration from transnational body positivity content and movements, and (3) fostering solidarity and self-efficacy through empowerment-driven interactions with followers. Despite the persistent pressure of rigid beauty norms in Korea, these influences have enabled them to maintain strong motivation and commitment to their roles as cultural entrepreneurs. By offering a nuanced understanding of how young female professionals actively shape and participate in the body positivity movement, this study contributes to the literature on feminism, beauty resistance movements, and body positivity movements.

Authors

• Gowoon Jung, Korea University

• Juwon Park, Korea University