There are “some” shallow and superficial people in every country but in Korea a lot of those kinds of people are in Seoul. Seoullites have to compete hard to get a job and in Seoul, appearance is extremely important and photos are required on resumés (CVs). read more
There are a number of reasons why there is a growing culture of superficiality in South Korea. My mother is Korean, and I was lived/worked in South Korea for a year observing this culture. I agree that the majority of Koreans want to be a part of a "group", to be accepted and feel accepted. read more