ABSTRACT
This study analyses the construction process and evolving perceptions of beauty among K-Pop fans, using a qualitative case study approach. Data were collected through interviews, non-participant observation, and documentation. The theoretical framework is Peter L. Berger's Social Construction of Reality, which focuses on the formation phases. Findings reveal significant shifts in the concept of beauty before and after joining the Army's Dorm community. Initially, beauty was perceived through physical attributes such as exotic brown skin, a sharp nose, a plump body, and fashionable trends. After joining the community, beauty was redefined as inner qualities, including behaviour, achievements, and talents. The construction process involves three phases: externalisation, objectivation, and internalisation. In the externalisation phase, inner beauty is understood through positive actions and achievements. The objectivation phase is marked by fans habituating the behaviour of K-Pop idols, valuing their scandal-free image as a principle of cancel culture. The internalisation phase occurs as fans adopt inner beauty as a benchmark, with good behaviour, talent, and achievement becoming the core values of beauty. This reconstruction emphasises gender equality, challenging traditional notions of women as subordinates.
