Controversy Over Virtual Human 'Yeoriji's Appearance' at Korea Tourism Organization Audit
Reflecting MZ Generation's Preferred Eyes, Nose, Mouth... Experts Warn of Encouraging Plastic Surgery
Obsession with Appearance May Promote 'Lookism' Leading to Various Discriminations
Virtual human 'Yeoriji' (left), selected as the first digital tourism resident of Pyeongchang, Gangwon Province, and Red Velvet member Irene. Photo by Korea Tourism Organization, SM Entertainment
[Asia Economy Reporter Seunggon Han] Controversy arose over the virtual human 'Yeoriji' created by the Korea Tourism Organization (KTO) during the National Assembly audit of the organization. Yeoriji, appointed as an honorary ambassador of the KTO in July, was produced at a cost of about 800 million KRW. However, it was criticized for potentially promoting appearance-based discrimination after it was revealed that Yeoriji was designed reflecting the eyes, nose, and mouth preferred by the MZ generation (born early 1980s to early 2000s).
At the National Assembly Culture, Sports and Tourism Committee audit held on the 19th, Lee Byung-hoon, a member of the Democratic Party, displayed photos of Yeoriji and Red Velvet member Irene on the screen and asked, "Are the person on the left and the person on the right the same or different?"
When Shin Sang-yong, Vice President of the KTO, failed to answer properly, Lee said, "The left is Yeoriji, and the right is Irene. They look exactly the same," and argued, "While the attempt to introduce virtual humans is good, there are elements of portrait rights infringement." Lee also pointed out, "Yeoriji's face reminds one of Irene or actress Kwon Nara," and criticized, "It is said that the face was created reflecting the eyes, nose, and mouth preferred by the MZ generation, but it encourages unrealistic appearance-based discrimination."
Elements of Portrait Rights Infringement Also Present
Appearance-based discrimination refers to a mindset that places value primarily on appearance and body shape, judging people based on such criteria. Citizens have expressed various opinions about appearance-based discrimination.
Kim, a worker in their 20s, said about the controversy, "It's not that people only judge by appearance, but still, pretty or handsome looks seem to have a positive effect." He added, "Would Yeoriji have been promoted well if she had been made as an unattractive virtual human?"
On the other hand, there is a view that individuality should be valued rather than appearance. Park, a company employee in their 40s, said, "Regardless of being handsome or ugly, what kind of charm and individuality one shows seems more important these days."
Relatedly, there are survey results showing that attractive appearances are socially important. According to a 2020 survey by Statistics Korea asking about the importance of appearance in life, 69.3% responded "somewhat important," 15.9% said "very important," and only 0.3% answered "not important at all."
Criminals Gain Popularity Because They Are Handsome or Pretty
According to major foreign media on June 8 (local time), in Australia, a theft suspect surrendered just one day after being publicly wanted. The female criminal named Joselyn Laird surrendered because of her appearance. When the Sydney Northern Beaches police posted Joselyn Laird's photo on social networking services (SNS) for public wanted, netizens showed great interest, which eventually forced her to surrender.
In 2018, a similar case occurred in Florida, USA, where Cameron Herrin, who killed a mother and daughter by speeding, was sentenced to 24 years in prison after a trial lasting over three years. Citizens who were fascinated by his appearance made absurd demands such as "reduce the sentence because he is handsome," causing controversy. Recently, people interested in the appearance of Lee Eun-hae, the suspect in the Gapyeong valley murder case, created fan cafes, which also sparked controversy.
A society obsessed with appearance ultimately causes various forms of discrimination. This phenomenon is called lookism, a term referring to appearance-based discrimination and appearance supremacy, which excessively fixates on appearance as the determinant of life success or failure.
In August 2000, New York Times columnist William Safire began drawing attention by identifying appearance as a new discrimination factor in the 21st century, following sex, race, religion, and ideology. Also, in 1994, Daniel Hamermesh, a professor at the University of Texas at Austin, published an analysis on beauty and the labor market in the American Economic Review, revealing the correlation between appearance and productivity, which caused social waves. He explained the reason for employment discrimination based on appearance by stating, "Attractive appearance gives colleagues and customers a favorable and friendly impression, facilitates communication, and contributes to productivity improvement."
Experts expressed concern that appearance-based discrimination could deepen socially through virtual humans that are only pretty and handsome, rather than showing unique individuality as charm. Professor Lee Eun-hee of Inha University (Department of Consumer Science) said in an interview with CNN last August, "Virtual influencers make it much harder to achieve the beauty standards required in Korea," and pointed out, "This can increase demand for plastic surgery and cosmetics among women trying to imitate them." She criticized, "Real women will want to become like them, and men will want to date people with such appearances."
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