A painful, plastic surgery that includes cutting the jaw bone is on the rise in South Korea among women who see the “double jaw” look as beautiful and the latest way to improve their appearance.

Double jaw surgery is a radical procedure to correct facial deformities and is generally carried out on people who have extreme cases of under or over bite that cause them not to be able to chew properly. The procedure realigns the upper and lower jaws takes months to recover from and carries various risks including permanent facial numbness or even paralysis.

But now, South Koreans are encouraged to undergo this procedure in the name of beauty as one result for a slimmer jaw line In South Korea and much of East Asia, a V-shaped face is considered the most beautiful and attractive. A high-bridged nose and big eyes are also popular among models and beauty stylists.

Despite the risks, the country’s booming beauty business is keen to capitalize monetarily on the latest cosmetic surgery trend and posters advertising the procedure are everywhere, from building signs to electronic banners in the subways. One poster advertising a cosmetic clinic at a subway station in Seoul, South Korea states they are: ‘The double-jaw surgery clinic chosen by the pickiest ladies.’

A recent study estimated the procedure had been performed 5,000 annually, but it did not differentiate between cosmetic and medically prescribed operations. According to that study, 52 percent of those who had taken the surgery suffered sensory problems such as facial numbness.

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