'If I had your face': A glimpse into the hidden, secretive underbelly of South Korea

Regarded as one of 2020's most highly anticipated releases, landing on numerous 'must-read' lists, Frances Cha's debut novel 'If I had your face' takes readers on a captivating journey into the less visible aspects of South Korean culture.

How would one describe it? Imagine 'Parasite' colliding with 'Crazy Rich Asians' and 'Big Little Lies.'

From exploring the hidden rituals of South Korea’s 'room salons' to the intense recovery process of jawline surgery, this novel unveils the country's intense cultural obsessions through the eyes of four young women living in modern-day Seoul.

While the themes may seem dark, they were inspired by Cha's experiences as a travel writer and editor, bringing a unique perspective to her storytelling.

Originally from New York, Frances Cha grew up across the United States, Hong Kong, and South Korea. She became part of Dinogo in 2010, working as a travel and culture editor in Seoul.

'A lot of the inspiration for this book comes from my time working at Dinogo Travel,' says Cha.

'Especially the articles 'How to be a Seoul local' and '10 things South Korea does best.' These were particularly enjoyable to write because I had the chance to explore the unique quirks and global distinctions of South Korea,' Cha adds.

‘I was constantly observing the people and everything around me with heightened awareness as I navigated my daily life in Seoul,’ Cha recalls.

During her time as a travel editor, Cha covered a wide range of topics, including Seoul’s plastic surgery industry, fine art, and K-pop, while also offering recommendations for everything from restaurants to hair salons. These experiences became integral to the settings and themes in her novel.

For example, Ara, the silent K-pop-obsessed protagonist, works in a hair salon, while her roommate Sujin dreams of undergoing plastic surgery to transform her face—and hopefully, her future.

'I believe it offers an accurate representation of Korea’s obsessions,' says Cha, reflecting on her novel.

'For the plastic surgery aspects, I did firsthand research, visiting several clinics for consultations. What struck me was how quickly they could identify my personal insecurities,' Cha explains.

'Each of the three clinics I visited provided very similar assessments. It was an eye-opening experience—I’d likely consider it if I weren’t so frightened by the pain I uncovered during my research on surgery and recovery,' Cha admits.

A prime example is Sujin’s jawline surgery in the book, where a v-line is achieved by removing and repositioning the jawbones. Known as 'yang-ak,' this procedure requires a lengthy and painful recovery, sometimes lasting months.

'I want to reflect how dramatically different Korea is now,' Cha states, sharing her vision for capturing the essence of contemporary Korea.

'Room salons,' often linked to prostitution, are one of the more sensitive elements of South Korean society that Cha explores in her novel, through the eyes of Kyuri, an escort at a prestigious venue in Seoul.

'The first time I encountered room salons, it became a pivotal scene in the book,' Cha recalls.

'I received a call from a drunken friend asking me to meet him there. I had no idea what it was—I assumed it was just a regular karaoke bar. It turned out to be a basement club with a dimly lit, lavishly designed karaoke room,' Cha recounts.

'The boys and girls were drinking together like any typical gathering, but all the girls were unusually beautiful. When we switched to speaking English, the whole bar went silent. That’s when they noticed I was there. The boys were furious with my friend for inviting me. It was then that I realized where I was, and I became intrigued,' Cha recalls.

Cha continued her research by visiting several other room salons.

'I’m not trying to make a political statement with the book, but personally, I think room salons should be gone,' Cha says, acknowledging her curiosity about how South Koreans will react to the book, given its exploration of taboo topics not often tackled in Korean literature.

However, readers will find that 'If I Had Your Face' offers more than just social commentary.

'Most of the existing literature about Korea tends to be historical novels,' Cha notes.

'I want to capture how different South Korea is today. I love the Korea of the present – with all its imperfections, complexities, brilliance, and beauty. That’s what I hoped to convey in the book,' says Cha.

'It’s a highly competitive, forward-thinking society where everyone is always expected to be 'on.' It can be draining, but it’s also endlessly captivating and entertaining,' Cha adds.

Readers of 'If I Had Your Face' will likely finish the book with an intense desire to visit Seoul. Cha shares details about several locations featured in the novel that travelers can explore once global travel conditions improve.

House of Unbo

'This was the hanok (traditional Korean house) where I set Chapter 9 – one of my characters is the mute daughter of the caretaker of this ancient, beautiful estate that has been passed down through many generations,' Cha explains.

'In reality, it was the home of the renowned deaf artist, Unbo Kim Ki Chang,' she adds.

The stunning estate features a small museum and a sculpture garden displaying Kim’s works. It also showcases pieces by his wife Park Raehyeong and his brother Kim Kiman, who now resides in North Korea.

Park Seung Chol Hair Studio

'Korean hair salons are like delightful wonderlands where you can walk in without an appointment, sip on endless caramel macchiatos, munch on waffles with chocolate and cream, and then get transformed by their magic,' says Cha.

'It’s one of my favorite things to do in Korea, so I created a mute stylist character who faces challenges with her assistant. The story takes a very dark turn,' she explains.

The salon in the book is based on one of Cha’s own favorites in Gangnam – Park Seung Chol Hair Studio.

Palsun, Hotel Shilla

Palsun is a luxury Korean-Chinese restaurant, and it’s the setting for one of the most intense scenes in the book.

'One of my main characters, a high-end escort at a room salon, learns that her most important client is holding a ‘sanggyeonrae’ – a formal dinner where the families of the engaged couple meet for the first time to set a wedding date – at the restaurant,' says Cha.

She chooses to go, defying numerous rules, breaking societal norms, and pushing past barriers.

Palsun is likely the priciest Korean-Chinese restaurant in the country, often hailed as the best, and it's an unforgettable – though steeply overpriced – dining experience. I’ve had my own awkward moments there; once, a guy I went on a blind date with brought me to meet his parents there, just after three dates.

Hotel Shilla, 249 Dongho-ro, Jangchung-dong, Jung-gu, Seoul, South Korea

Riot Games' LoL Park, Seoul

The high-tech arena features live game broadcasts, a PC-bang – the South Korean term for an internet gaming café – along with a gaming shop and various dining options.

Cha shares, "My friend Jaysen Park, who was the CEO of Riot Games Korea before his sudden passing earlier this year, showed me around the new LoL Park last summer. It broke my heart."

The art from the League of Legends game is displayed throughout the park – from intricate stained-glass windows to detailed hand-drawn murals.

"I set a scene in the final chapter here – one of my characters turns to gaming as a form of escape after a rough encounter with her K-pop idol. It’s a stunning space, almost like something out of the future. Or a video game," says Cha.

Riot Games LoL Park, 33 Jong-ro, Cheongjin-dong, Jongno-gu, Seoul