Jin Xing of SoYoung: China Ranks as the World's Second-Largest Medical Aesthetics Market—Cosmetic Surgery Is Not a Shortcut

Jin Xing, Founder and CEO of SoYoung, Delivers a Presentation. Photo Provided by the Company

On July 15, 2018, the “Starry Night Speeches: Qingteng University Special Edition,” jointly produced by Qingteng University and Starry Night Speeches, officially launched. Starry Night Speeches is a celebrity talk show produced by Tencent News and Tencent Entertainment, themed “Encounters with the Vast Universe.” Jin Xing, founder and CEO of SoYoung and a student at Qingteng University, shared his views on cosmetic surgery and aesthetics. VCBeat (WeChat ID: vcbeat) compiled these insights.

SoYoung is the world’s leading medical aesthetics transaction platform, with 35 million users and 25,814 registered physicians. In addition, SoYoung operates a new media matrix with an annual reach of 114 million impressions and hosts a medical aesthetics community featuring 3.8 million plastic surgery diaries, establishing itself as the leading platform in this niche sector. In early 2018, SoYoung secured cumulative Series D financing totaling RMB 600 million, marking the largest funding round in the medical aesthetics industry in recent years.

China has surpassed Brazil to become the second-largest country in the world for cosmetic surgery, after the United States.So, how many people undergo cosmetic surgery each year? According to our survey, this figure is nearly 20 million, accounting for only about 1.5% of the national population. However, in first-tier cities such as Beijing, Shanghai, and Guangzhou, the proportion of individuals opting for cosmetic surgery may exceed 5%, and it is even higher in “appearance-driven” industries like media and film and television.

With the continuous rise in GDP and increased disposable income, cosmetic surgery is no longer an “urban legend” but has become a widespread phenomenon. According to our statistics, among individuals who have altered their appearance through cosmetic surgery,The number of people born after 1995, and even after 2000, is growing at the fastest rate.. Eileen Chang once said, “Fame should come early.” For today’s young people, beauty should also be pursued early.

An increasing number of people are opting for cosmetic surgery, yet societal discrimination against it has not abated. Many individuals who undergo such procedures bear negative labels, being perceived as superficial, vain, or inclined to take shortcuts. Some even associate women’s decision to have cosmetic surgery with moral decay. Today, I wish to assert that it is time to put an end to discrimination against cosmetic surgery.

First of all, I have never held any prejudice against cosmetic surgery. My sister underwent double eyelid surgery, a minor procedure that was personally performed by my mother. That’s right—my mother is a plastic surgeon. I often joke that my sister’s appearance still adheres to the Confucian principle that “our bodies, including every hair and inch of skin, are gifts from our parents.” So how could I possibly believe that people who undergo cosmetic procedures are not good individuals? If I did, my sister and mother would surely disown me.

When I first started my business, I went to Seoul for market research. In Apgujeong, both sides of the street were densely packed with plastic surgery clinics, which left me stunned at the time.

What surprised me even more was that Chinese women tend to be discreet about undergoing surgery, reluctant to let others know. In contrast, Korean women often go out for coffee or shopping with gauze still wrapped around their heads after procedures, without attracting any unusual glances from passersby. It is considered perfectly ordinary there.

We entered a coffee shop, and the friend accompanying me remarked that the girls at the next table were discussing cosmetic surgery with the same casualness as if they were talking about the season’s most fashionable clothing.

I deeply admired those Korean girls at the time; they had the courage to transform themselves, and society was remarkably tolerant.

At our company, I have observed even more intriguing phenomena. For instance, many young women seeking to enhance their appearance apply for jobs with us, as we offer “cosmetic surgery leave.” If an employee undergoes a procedure, we grant her a number of paid days off equivalent to the required postoperative recovery period. As a result, some women join the company, undergo several procedures, and then resign—looking radiant and confident.

At this point, I realized that these women are both intelligent and highly proactive. Why is that? First, their desire to enhance their appearance demonstrates that they hold themselves to high standards. Second, their choice to visit our company indicates that they are well-planned, as we provide them with access to firsthand, authoritative industry information, facilitating their research. As employees, they may also enjoy discounts. They can take company leave after undergoing procedures, and their colleagues are very supportive during the recovery period, even offering advice for a smoother recuperation.

Finally, with an enhanced appearance and a solid resume in hand, she can make a graceful career move. With such ambition and planning, what could possibly stop her from succeeding?

So it’s left me with a bit of a psychological hang-up; whenever I notice a colleague looking more beautiful, I feel compelled to have a heart-to-heart talk with her.

Some people say that plastic surgery has resulted in “snake spirit faces,” which is simply corrupting social values. I would argue that the blind endorsement of “snake spirit faces” and “Botox faces” reflects a problem with aesthetic judgment, not with plastic surgery itself.

Everyone pursues beauty. For instance, if I work out to improve my physique, people will generally approve and recognize the effort I have put in. However, if I achieve beauty through plastic surgery, people may perceive it as taking a shortcut.

But is cosmetic surgery as simple as lying down on an operating table? It also demands significant sacrifice. For those who choose to undergo cosmetic procedures, the first hurdle is internal conflict, as societal stigma against plastic surgery remains pervasive; they must overcome this psychological barrier.

Furthermore, they face opposition from friends and family. While virtually every young man desires an attractive girlfriend, most are reluctant to have their partners undergo cosmetic surgery.

Finally, even after going to great lengths to persuade family members, gathering the necessary information, and selecting a physician, patients may still face the severe pain associated with surgery, a prolonged recovery period, and even the risk of treatment failure.

Yet others would argue: “That’s because they are superficial, seeing only outward appearances. Cosmetic surgery is akin to cheating on an exam; those who undergo it are all unlearned and incompetent.” This is an even more harsh and condemnatory judgment.

Does appearance matter? Of course, it does. There is a term nowadays called the "beauty economy." This phrase is quite thought-provoking, as if having good looks means having everything—"looks are justice," "looks drive traffic." But I would ask: Do good-looking people necessarily have competence? Are all attractive individuals inherently good people? Certainly not; that would be absurd.

When society as a whole treats beauty as a scarce resource to be coveted, the inner suffering of those who are not conventionally attractive is often incomprehensible to beautiful people. Moreover, individuals differ in their pursuit of beauty: if full marks for beauty were 100, some might feel content with a score of 40, while others may feel unable to hold their heads high unless they reach at least 80.

We have previously conducted follow-up observations on many young women who underwent cosmetic surgery, aiming to understand the changes they experienced before and after the procedures. One of them said, “I didn’t aspire to become exceptionally beautiful; I just wanted to look like everyone else.” As she held back her tears, her tone carried a hint of resentment, which was particularly heart-wrenching.

Many of us take for granted things that, for those who may not have been born with conventional good looks, can mean living with deep-seated insecurity for ten or twenty years. This is profoundly unfair to them.

In the past, when people were highly sensitive about cosmetic surgery, the term “beauty seekers” was often used as a euphemism for those undergoing such procedures, implying a positive and commendable connotation. However, I strongly dislike the term “beauty seekers.” Beauty is something one can actively pursue; makeup, fitness, attention to styling, and even cosmetic surgery can all enhance one’s appearance. This represents an individual’s subjective effort. Why, then, should one need to “seek” beauty? And from whom?

It took nearly 10,000 years for human ancestors to evolve from bipedalism to the establishment of civilized society. Throughout this 10,000-year span, except for the past 30 years—during which cosmetic surgery technology has truly matured—for the preceding 9,970 years, your innate appearance essentially remained unchanged throughout your lifetime.

How can this issue be resolved? Should we focus solely on our inner selves while disregarding our outward appearance? That is impossible. The love of beauty has been inherent in human nature since our ancestral past. Only in the past three decades has the power to transform one’s appearance truly rested in your own hands.

At birth, everyone is a blank slate. We can achieve physical health through exercise and cultivate inner refinement through learning. So why shouldn’t we be able to pursue our aesthetic ideals through cosmetic surgery?

Moreover, there is an interesting aspect regarding the definition of beauty. In terms of popular cosmetic surgery procedures,Asians prefer contouring procedures that create double eyelids, a high nasal bridge, and a pointed chin.This indicates a lack of self-confidence; indeed, people across East Asia tend to feel insecure about their appearance. We often perceive Western facial features as more attractive, leading us to aspire to look more Western. Desires for double eyelids, rhinoplasty, and more defined, three-dimensional facial contours all reflect typical Western aesthetic traits.

One more point: I believe social pressure in Eastern societies may be greater. Why is plastic surgery so popular in several East Asian countries? You will find that these places share a common characteristic, namelyHigh population density and scarce resources, social competitive pressure is extremely high; therefore, under such circumstances, plastic surgery is in fact a means of enhancing one’s competitiveness, whether forEnhancing Competitiveness in the Workplace vs. in Dating and Marriage, enhancing one's appearance is a highly effective approach.

According to our statistics, the period immediately following the annual National College Entrance Examination (Gaokao) and around college graduation represents a peak surge in cosmetic procedures. As individuals prepare to enter new social environments, this presents an optimal window for altering one’s appearance. In my view, cosmetic surgery serves as a mirror, reflecting many facets of our society.

On the SoYoung platform, there are numerous before-and-after photos of cosmetic procedures, all voluntarily shared by our users for reference. I have noticed that many people appear unhappy in their pre-procedure photos, or at least do not display bright smiles. However, after undergoing cosmetic surgery, their overall demeanor transforms; they beam with joy, particularly in selfies. Moreover, following successful procedures, an increasing number of individuals begin to dress themselves up more carefully and even gain the confidence to engage in social activities and pursue further education.

I didn’t understand why at first, but later we collaborated with Southern Weekly to conduct an investigation. We found that in China,Women's Confidence Index Is Significantly Lower Than Men's。

It suddenly dawned on me. Having grown up playing with my older sister and her friends, I was the one tasked with holding the rubber band steady while they played jump rope. As a result, I have a relatively deep understanding of how girls grow up and what goes through their minds. Chinese girls are taught from a young age that “inner beauty is what matters most; outer beauty is fleeting and insignificant.” Yet as they reach adulthood and face the realities of job hunting and dating, they are abruptly told: “No one is obligated to look past your appearance to discover your inner beauty.”

Even the pressure of physical appearance is not limited to girls; men also experience it. In recent years,The Growth Rate of Male Cosmetic Surgery Patients Exceeds That of Females. Generally speaking, there are two types of male plastic surgery: one is driven by essential needs, such as hair transplantation; the other is motivated by the desire to become more handsome and masculine.

Some men opt for beard transplants and hyaluronic acid injections to define their facial contours and jawlines. However, if a man’s decision to undergo cosmetic procedures becomes public, he faces greater pressure and discrimination, often being mocked as “effeminate” or “unmanly.”

We find ourselves in such a society. The prevailing aesthetics and values are not sufficiently diverse or inclusive, which poses a potential harm to the majority of people.

Is this reasonable? It is not. My own aesthetic sensibilities are quite diverse. I believe that many people possess their own unique beauty; they simply lack self-confidence. In my view, confident women are exceptionally beautiful. Yet every day, the media proclaims that we live in a world obsessed with appearances. Every day, various beauty influencers tell you that only by becoming beautiful can you be loved.

Perhaps some individuals can resolutely challenge this notion, which I strongly endorse; I believe that courage and independence constitute a form of beauty.

But what about those girls who are relatively vulnerable or not strong enough to fight back? Moreover, there is nothing wrong with the pursuit of beauty. In my view, this issue can only be thoroughly resolved by making beauty enhancement easier, simpler, and more affordable.

Cosmetic surgery is not a shortcut to success for the weak, but rather a weapon for the strong to protect themselves.

I have never advocated for cosmetic surgery; in fact, I have always hoped for a more diverse society that moves beyond judging individuals solely by their physical appearance. Nor do I believe that a single surgical procedure can alter one’s destiny. However, I am genuinely concerned that those seeking such changes may take detours due to the lack of supportive platforms. Furthermore, those who undergo these procedures may become confused, anxious, and self-doubting as a result of external criticism.

At its core, “cosmetic surgery discrimination” stems from jealousy. It ignores others’ efforts and sacrifices, simplistically attributing their success to having undergone cosmetic procedures. Such rhetoric serves merely as a psychological comfort for those who espouse it. I have always believed that the endeavor to become a better version of oneself is always worthy of praise.