Singer Sung Si Kyung has made headlines after revealing that he spent 7.26 million KRW (approximately $5,600) on cosmetic skin treatments, paid entirely out of pocket without any sponsorship.
On July 18, a video titled 'Personal Color Analysis and Skin Treatments!! (7.5 million KRW Flex! Paid Out of My Own Pocket!' was uploaded to his official YouTube channel, Sung Si Kyung. In the video, the singer visits a skincare clinic run by the wife of one of his close friends.
“I’ve never really been to a place like this before,” he shared. “But I’ve been coming here recently to try Rejuran treatments, and I even tried a machine that supposedly helps reduce belly fat.”
During his consultation, he appeared surprised when informed of the prices. Thermage (600 shots) was quoted at 3.3 million KRW (about $2,500), and Ulthera (300 shots) at 1.65 million KRW (roughly $1,270).
Speaking with a specialist, Sung asked about the duration of the effects. The doctor explained that after one month, the effects reach about 80 percent, peak at 100 percent after three months, and gradually fade to 20 or 30 percent after a year due to natural aging.
Despite the steep price, Sung went ahead and paid the entire 7.26 million KRW (approximately $5,600) in one go. Laughing, he said, “This better make me prettier,” and jokingly pointed out how quickly the staff finalized the payment.
After receiving the treatment, he commented, “Let’s see how much better I look in a week. Since the results are supposed to peak in three months, I guess I’ll look good by fall.”
While some fans found the episode entertaining, many Korean netizens were quick to criticize the cost and the situation around it.
Comments flooded online communities expressing disbelief and concern:
"Now I understand how celebrities get scammed out of tens of billions of KRW. They have money but no idea how the world works, so vultures are circling them from all directions."
"He probably meant well, trying to help out a friend, but this ended up being free advertising. That clinic’s reputation might not survive this.”
"Even certified dermatology clinics don’t charge this much. It’s outrageous, especially from a personal acquaintance. Unless he's mocking his subscribers, this is just disappointing."
"With 7.26 million KRW (approximately $5,600), you could get double eyelid surgery, eye correction, and even a nose revision. This is absurd.”
Many questioned whether the clinic took advantage of Sung’s status or lack of awareness of typical pricing, while others expressed concern that such videos could normalize overpriced procedures among younger viewers.
Though Sung Si Kyung seemed well-intentioned and paid for the treatments with no promotional strings attached, the incident has sparked a broader conversation in Korea about the ethics of influencer marketing, hidden advertising, and inflated pricing in the beauty industry.
SEE ALSO: “A little disappointed”: Soyou shares candid moment on Sung Si Kyung’s show before comeback
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