The trend of men seeking a nip and tuck has reached all the way to the president's office: Roh Moo-hyun had his eyelids done last year. The official reason his office gave was to improve his sight, but the president's undergoing the cosmetic procedure has effectively ended the already-fading taboo on even older men having beautifying surgery.

Lee's company in November opened a male-only clinic, Real For Men, which it says is the first in the country to capitalise on the newfound willingness of men to seek beauty in the operating room.

Statistics on the trend are hard to come by due to the sheer number of clinics performing cosmetic procedures. It seems nearly every building in Seoul's trendy Apgujeong and Kangnam districts has a "beauty" or "aesthetic" clinic, often located together with hair stylists or dentists for a one-stop total makeover.

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