«A Matter of Survival»: The President Who Declared War on Baldness

Lee Jae-myung. Photo: Chung Sung-Jun/Getty Images

His focus is on the national medical insurance system, which, he says, should cover the costs of hair loss treatment, writes the BBC.

President Lee Jae-myung made this proposal to officials during a briefing this week, arguing that medical treatments for hair loss were previously considered "cosmetic" but are now perceived as "a matter of survival."

Currently, South Korea's national medical insurance covers hair loss treatment caused by medical conditions. But it does not extend to people with hereditary hair loss, as it is not life-threatening, explained Health Minister Jeon In-kyung at a meeting on Tuesday.

"Is hereditary hair loss considered an illness?" Lee asked in response.

Lee's proposal was supported on social media, with one user calling him "the best president in history."

But not everyone shares this enthusiasm — even those who might directly benefit from subsidized hair loss treatment.

The move "looks a bit like a vote-getting policy," says Son Ji-hoon, a 32-year-old Seoul resident who takes medication for hair loss.

"Saving money is nice, of course, but honestly, it costs less than 300,000 won a year (200 dollars), so... is it really necessary?"

Roots of the Controversy

In South Korea, a country known for its strict beauty standards, baldness is considered a stigma that can be particularly painful for young people.

Of the 240,000 people who sought hospital treatment for hair loss last year, 40% were aged 20-30, according to authorities.

"My bangs are constantly thinning and won't hold, so I can't get a proper perm or use wax," says 33-year-old Lee Won-woo.

"Because I can't style my hair the way I want, I start to think I look unattractive, and it has seriously undermined my self-confidence," he adds.

Lee adds that while he would be "grateful" for subsidized hair loss drugs, "the national medical insurance system is already running a deficit and facing financial difficulties."

"This is not a situation where money can just be handed out," the man says.

And baldness, he notes, is a "cosmetic problem."

"It's a natural part of aging, not a disease," he says. "I understand the emotional pain, but that doesn't change reality."

South Korea's national medical insurance system, which recorded a record deficit of 11.4 trillion won (7.7 billion dollars) last year, is facing even greater strain due to its aging population.

To mitigate the financial burden that hair loss treatment could place on the system, President Lee stated on Tuesday that the government might impose limits on the extent of coverage.

Nevertheless, some critics believe that priority should be given to helping more vulnerable segments of society.

The Korean Medical Association stated on Wednesday that public funds should be directed towards more serious illnesses than hair loss. Social media users also point to broader social issues — for example, South Korea's high suicide rate and the misogyny women face.

"In a country where people are indignant and react hysterically when it comes to covering sanitary pads... or breast cancer drugs within the national health insurance, announcing coverage for hair loss drugs would honestly look like a bad joke," one user wrote on X.

"If hair loss truly becomes what defines survival in society, then it should be the task of politicians to change that society," wrote another.

Roots of Presidential Decisions

This might seem like a strange campaign for a president, but the proposal to insure hair loss treatment was one of Lee's slogans during his unsuccessful 2022 presidential campaign.

Back then, Lee and his team gathered feedback from people suffering from hair loss, and even starred in a viral parody of anti-baldness product advertisements — a move that resonated with some voters.

However, critics accused Lee of using gimmicks to attract young men, who massively supported his conservative opponent amid rising anti-feminist sentiment.

Lee lost the 2022 elections. This year he ran again and won, but his messages regarding hair loss treatment were removed from the campaign.

"This time, there is no reason for him to be bound by this promise," says Don S. Lee, associate professor of political science at Korea University, adding that the president may be looking to "expand his support base" ahead of local elections in mid-2026.

Since Lee became president, he has clearly focused on the country's youth, many of whom face fierce competition and bleak economic prospects.

On Tuesday, Lee also proposed adding obesity drugs to the national medical insurance system, arguing that young people feel "increasingly alienated" from the system because its benefits do not take their needs into account.

Dr. Lee, a professor of political science, is skeptical about how serious the president is about actually including hair loss treatment in national medical insurance coverage.

"Personally, I doubt that President Lee will pursue this topic and take further steps," he says.

"This is just a very strategic gesture aimed at young male voters, a signal that 'I care about you too'," he believes.

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