An episode featuring a storyline about a Korean beauty product has sparked outrage among South Korean viewers, who claim it mocks K-beauty trends and, by extension, Korean culture. (Photo: a screenshot from “Emily in Paris” Season 4)
SEOUL, Aug. 23 (Korea Bizwire) – The popular Netflix series “Emily in Paris” has found itself at the center of a cultural controversy following the release of its fourth season.
An episode featuring a storyline about a Korean beauty product has sparked outrage among South Korean viewers, who claim it mocks K-beauty trends and, by extension, Korean culture.
The contentious scene appears in the fifth episode of “Emily in Paris” Season 4, Part 1, which debuted on August 15. In the episode, the titular character Emily (played by Lily Collins) is tasked with promoting a Korean brand’s “glass skin” cosmetic product called Kadiance.
The portrayal of the K-beauty product quickly veers into territory that many Korean viewers found offensive.
After applying the product, Emily expresses shock at the excessive shine on her face, asking, “Is it supposed to be this shiny?”
Her Chinese-American friend, Mindy Chen (Ashley Park), explains that this is a Korean beauty trend called “glass skin,” adding that “all Korean beauty influencers have glass skin.”
The controversy deepens when Emily’s colleagues discover that the same product is being marketed as a personal lubricant in the United States.
In a scene from an American program within the show, a representative demonstrates the Korean cosmetic, claiming it “protects the skin, makes it firm, locks in moisture, and increases sexual stimulation and partner satisfaction.”
This portrayal has ignited a firestorm of criticism on social media platforms in South Korea.
Many netizens have expressed feelings of anger and discomfort, with comments such as “They explicitly mention K-beauty and Korean beauty trends. Isn’t this mocking Korea?” and “I feel uneasy about this.”
Others lament, “It’s infuriating to see the Korean Wave incorporated in this manner.”
However, some viewers have taken a more lenient stance, suggesting that the inclusion of K-beauty in the storyline is a testament to its global popularity. They argue that the show’s reputation for over-the-top plotlines means it shouldn’t be taken too seriously.
“Emily in Paris,” now in its fourth season, has garnered a substantial following for its stylish depiction of Parisian life and fashion, coupled with the bold charm of its characters. The show has previously faced criticism for its stereotypical portrayals of French culture and other nationalities.
Lina Jang (linajang@koreabizwire.com)
