People, the R.O.K. is the men's make-up capital of the world.
Over 21% of global sales happen there and gross sales for 2012 are expected to exceed $850,000,000.
Men wear lipstick and foundation!
What has happened to the rough and tumble Korean male?
Theories abound, but as always in Asia, cherchez the Japanese:
Things began to change in the late 1990s, when the South Korean government relaxed a ban on Japanese cultural goods, exposing South Koreans to different ideas on male beauty, including popular comics featuring pretty, effeminate men.