In competitive China, more men go under the knife to boost their chances in life
- Around 17 per cent of male white-collar workers in China have had cosmetic treatments and most had their first procedure before the age of 30: iResearch
- While many men seek to enhance their appearance, Beijing is moving to reduce the prominence of ‘effeminate’ male role models
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The 27-year-old researcher wanted medical procedures to transform his look from “engineering geek” to something he thinks will boost his life chances.
Beauty standards in China can be exacting, from pressure over skin tone, eye and nose shape to the controversial “little fresh meat” look – a buzzword used to describe handsome young men with delicate features.
“I feel I should be ‘fresh meat’ at my age, but I already look like a middle-aged uncle,” explained Xia.
Xia was in Beijing as he was preparing for surgery to plump out his features. He had already spent 40,000 yuan (US$6,200) on a face-filler procedure earlier this year.
“I grew up in the countryside – my face was dark, my skin was bad, I thought my appearance was not good in general,” he said, adding that he had long planned to rework his face.
“I always felt a sense of inferiority,” he added.
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The intense popularity of Chinese social media, rife with trends in cosmetic procedures, beauty “tutorials” and advice on how to become “beautiful”, has added to the pressure for many.
Growing numbers of educated men in China are opting for aesthetic and surgical procedures to give them the edge.
According to iResearch, around 17 per cent of male white-collar workers in China have had cosmetic treatments and the vast majority of men had their first procedure before the age of 30.
Xia Zhengyi, the doctor carrying out Xia’s procedure, said he had seen an increase in young men coming to him for procedures.
“Surgery can change the facial expression and give people a feeling of intimacy, which is good for your relationships with people,” he said.
Rose Han, from the BeauCare Clinics investment group, said male civil servants opted for procedures because they worried that looking tired or old might mean missing out on promotions.
“It’s not like buying a Gucci handbag – it is giving yourself an opportunity. Confidence will bring changes to my work and life,” Xia said.
China’s average national disposable income has more than doubled since 2010 according to government data, and increased wealth among China’s middle classes has also fuelled interest.
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Zhang Xiaoma left his job at an IT company to become a full-time social media influencer after sharing his own experience of cosmetic surgery.
“You can do more on-camera jobs if you become more attractive,” Zhang said.
Model Nai Wen has had more than 60 procedures on his face, including laser treatments, and believes cosmetic surgery “changed his fate”.
“It is as convenient as a face mask. It’s really amazing that you can increase your age but not grow old.” he said during a shoot.
China’s cosmetic surgery industry is now worth 197 billion yuan, up from 64.8 billion yuan in 2015, according to iResearch.
But the rapid growth in demand comes at a time when authorities are concerned the nation is facing a “masculinity crisis”.
There are also safety and quality concerns. The national consumer association logged more than 7,200 complaints relating to the cosmetic industry.
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Critics believe there needs to be better regulation.
Model Nai admits there is a risk that cosmetic surgery becomes “addictive”. “You can’t accept an ugly self,” he added.
After his hour-long surgery in Beijing, Xia examines his face in a handheld mirror, turning from side to side.
“It feels a little bit different, but it isn’t quite as I expected,” he admitted.
“I think achieving the perfect look may take some time.”
