Image of the “Dongtan” figurine (ComicsArt screenshot)
Hwasong, South Korea, May 6 (Korea Bizwire) — A sexually suggestive figurine marketed under the name “Dongtan” has triggered a wave of criticism from local residents and women’s rights advocates, who accuse its creators of objectifying women and tarnishing the image of the fast-growing South Korean city.
Since January 2025, the figurine has been sold through online platforms in both South Korea and Japan. Modeled after the viral “Dongtan Missy Look” meme — a nickname for fashionable women in the affluent new town of Dongtan — the figurine features an exaggeratedly curvaceous female figure clad in a form-fitting dress that exposes much of her chest and body silhouette.
Retailing for as much as 100,000 won (approximately $69), the product has been denounced as a crude commercialization of sexist stereotypes.
The meme itself, which emerged in the early 2020s as Dongtan became known for its concentration of young, stylish families, originally referred to trendy outfits worn by local women. But critics argue it has since devolved into a tool for sexual objectification, often used in tabloid headlines describing female celebrities’ attire.
Public outrage escalated earlier this year after social media users filed over 120 formal complaints to city officials and police via Korea’s national petition platform, calling for a halt to the figurine’s sale. Online commenters said the figurine reduced women to sexual commodities and projected a distorted image of Dongtan as a hyper-sexualized community.
A 2023 video from popular YouTube channel Psick Univ featuring a character based on women in new towns (Screenshot from Psick Univ YouTube channel)
“This isn’t just about fashion or humor. It’s a harmful caricature that reinforces sexist attitudes,” wrote one X (formerly Twitter) user claiming to be a Dongtan resident. “Women here are now facing intrusive questions because of how this meme has spread.”
Another local resident posted in a neighborhood parenting forum: “I’ve never seen anyone dress like this. Why are news articles and products pushing this image and making us answer for it?”
In response, Hwasong City conducted a month-long legal review beginning in January but concluded in February 2025 that it lacked the legal grounds to intervene. Officials cited Supreme Court precedent, noting that criminal defamation and insult laws in South Korea require a clearly identifiable individual or group as the victim — criteria not met in this case.
“A legal response is difficult because there’s no specific victim identified,” a city spokesperson told Yonhap News, adding that the city is working to minimize residents’ discomfort by offering support channels for those who feel harassed as a result of the controversy.
Under mounting criticism, one Korean online retailer changed the product’s name from “Dongtan Figurine” to “Beauty Figurine.” However, the item remains available for purchase on other domestic and Japanese platforms.
The episode underscores South Korea’s ongoing struggle with digital misogyny and the limits of existing laws to address community-wide reputational harm — particularly when humor and viral culture blur the lines between expression and exploitation.
M. H. Lee (mhlee@koreabizwire.com)
