The modeling industry in Asia is rapidly growing and becoming one of the most influential markets in the fashion world. Major fashion capitals like Tokyo, Seoul, Shanghai, and Hong Kong have become crucial hubs for international modeling. However, the Asian modeling industry differs significantly from its Western counterparts, with its own set of unique characteristics and challenges. Whether you’re a model looking to break into the Asian market or simply interested in the industry’s dynamics, here are six peculiarities of the modeling business in Asia.
1. Diverse Beauty Standards
One of the most noticeable differences in the Asian modeling industry is its distinct set of beauty standards. Unlike in the West, where diversity in appearance is increasingly embraced, the Asian market often values more uniform, specific beauty traits. Fair skin, petite frames, and delicate facial features are often prioritized, especially for women. In countries like South Korea and Japan, models with a youthful and fresh appearance—sometimes referred to as the “pure” or “innocent” look—are in high demand.
For male models, the preference can vary depending on the country. In Japan, the demand often leans toward a “boy-next-door” image with a soft, approachable charm. In contrast, places like South Korea may favor a more polished and groomed aesthetic that aligns with the idol culture popularized by K-pop.
2. Shorter Careers and Intense Competition
The modeling business in Asia can be extremely competitive, and the career lifespan for models is often shorter compared to other regions. Because many Asian markets focus on youthful beauty, models may find their peak window of opportunity is relatively brief. The pressure to stay relevant and maintain a youthful appearance is particularly intense, and many models find themselves needing to branch out into other industries, such as acting or social media influencing, to extend their careers.
Additionally, the competition among models in Asia is fierce, with a high influx of international talent from various countries. Models from Europe, Russia, and South America frequently work in Asian markets due to the demand for non-Asian faces in campaigns. This makes it challenging for local models to maintain a foothold, as clients often seek a diverse look to appeal to an international audience.
3. High Demand for Foreign Models
Foreign models are in high demand across Asian markets, particularly in cities like Shanghai, Hong Kong, and Tokyo. Many brands in these cities seek international models to add a global feel to their campaigns and runway shows. As a result, Asian modeling agencies actively scout and recruit talent from Europe, Russia, and South America. Foreign models often find short-term contracts, usually for a few months, allowing them to work with multiple brands and build their portfolios.
However, it’s essential for foreign models to understand the unique expectations and norms of the market. For instance, punctuality and professionalism are highly valued, and agencies expect models to adapt quickly to local customs and work styles. Embracing these cultural differences and maintaining a positive attitude can be the key to success.
4. Emphasis on Height Requirements
Height is an important factor in the Asian modeling industry, much like in Western markets. However, the standards for height can vary slightly. While the global standard for runway models is generally around 5’9” (175 cm) for women, Asian markets are sometimes more flexible, especially in cities like Tokyo and Seoul. In these cities, women who are around 5’7” (170 cm) may still have opportunities, particularly for commercial and magazine work.
For male models, the industry also prioritizes height but may be slightly more lenient than in Western markets. Taller male models, typically above 6 feet (183 cm), are preferred for runway and editorial work. However, shorter men can find opportunities in commercial modeling or through specializing in unique fashion niches.
5. Focus on Idol Culture and K-Pop Influence
In countries like South Korea and Japan, idol culture has a significant impact on the modeling industry. Models in these markets often need to be multi-talented, possessing skills beyond modeling, such as singing, dancing, or acting. Many models transition into or start as “idols” or entertainers, participating in commercials, music videos, and television shows to increase their visibility. This multi-faceted approach is particularly prominent in South Korea, where the K-pop industry influences beauty standards and fashion trends.
The emphasis on an all-rounded skill set means that models must be prepared to engage in a broader scope of work than in other markets. Flexibility, adaptability, and a willingness to participate in various entertainment activities are crucial for building a sustainable career in these markets.
6. Strict Work Ethics and High Professional Expectations
One of the most defining characteristics of the modeling business in Asia is its strict work ethic and high expectations for professionalism. Punctuality, dedication, and maintaining a positive, cooperative attitude are critical for success. Unlike some Western markets where models may have more freedom in their creative expression, the Asian industry tends to be more controlled, with models expected to strictly follow the directives of photographers, stylists, and agencies.
This rigorous approach may seem daunting, but it also fosters a highly professional environment. Models who adapt to these expectations can build strong relationships with clients and agencies, leading to long-term success and repeat contracts. Understanding and respecting these cultural norms is essential for any model, whether local or international, to thrive in the Asian market.
