The essential objective of this thesis is to explore the concept of beauty in South Korea which is characteristic for high number as well as for specific features of cosmetic surgery. This study has phenomenology-ethnological character and seeks to reveal the various societal aspects that shape beauty perception and consequently possibly lead to cosmetic surgery. More specifically, the focus will aim, firstly, at historical transformation of beauty concept along with cultural and economic transformation of South Korea that is characterized by increased societal pressure on physical appearance and by beauty commodification; secondly, at influence mass media (television especially) on perceived concept of beauty and cosmetic surgery. The aim is to interview Koreans with and without cosmetic surgery as well as with positive and negative approach in order to obtain diverse perspectives on topic.