The 2024 Miss Korea Pageant, held on September 24 at COEX in Seoul’s upscale Gangnam district, has sparked a wave of controversy after posing a deeply sensitive question about deepfake technology to its contestants.
During the competition, participants were asked,
"If you appear more attractive in a deepfake video, how would you reduce the gap with your real self?"
(translated image)
The question ignited a firestorm of criticism, with many pointing out its tone-deafness, especially in light of ongoing concerns over the harmful misuse of deepfake technology.
The question, initially posed as a way to explore the difference between real appearances and AI-enhanced images, has been condemned as an inappropriate choice.
Critics argue that in a time when deepfake technology is increasingly being abused for non-consensual and exploitative purposes, the question trivialised the issue.
The backlash was swift, with many online voicing their anger.
Social media platforms, particularly the official Miss Korea account, were flooded with comments like, "What does this question have to do with the qualifications of Miss Korea?" and "Deepfakes are a crime. Do the organisers have any thoughts?"
The criticism highlights a growing disconnect between the pageant world and current social concerns.
The Miss Korea Pageant is organised by Global E&B, a subsidiary of the Hankook Ilbo newspaper, a significant player in South Korean media.
This connection added fuel to the controversy, as Hankook Ilbo is known for its serious reporting on societal issues, including the dangers of deepfake technology.
The apparent contradiction between the newspaper's editorial stance and the pageant’s careless handling of the topic left many perplexed.
Following the backlash, Global E&B issued an apology on September 26 through their official Instagram account.
The statement explained that the intention was to explore how AI technology is used to create virtual representations of individuals, but acknowledged that the term “deepfake” was poorly chosen.
“We clearly made a mistake in using the term ‘deepfake’ when victims are suffering from illegal videos using this technology,” the company admitted.
The apology went on to explain that while their goal was to provoke discussion about the impact of AI on beauty standards, they failed to consider the more sinister connotations of deepfake in today’s context.
However, many believe the apology did little to quell the criticism.
The controversy has not only angered the public but also stirred discontent within the Hankook Ilbo newsroom.
Staff members at the newspaper have expressed their disappointment over how the situation was handled, with some openly criticising the pageant’s decision to include such a loaded question.
A representative from the newspaper’s labour union spoke to Media Today, stating,
“Given the serious social controversy surrounding deepfakes, it was inappropriate and ill-timed to pose such a question. There’s a significant gap between how the newspaper seriously reports on these issues and the pageant’s approach, which has left many of us shocked and disappointed.”
Deepfake technology, which combines "deep learning" with "fake" to create realistic videos and images of individuals, has been at the centre of a growing concern in recent years.
While the technology itself can be used for legitimate purposes, its misuse—particularly in the creation of non-consensual pornographic content—has drawn significant attention from media, lawmakers, and social activists.
That context makes the pageant's casual use of the term all the more problematic.
The pageant may have wanted to highlight the ever-increasing influence of AI in reshaping appearances, but the association of a sensitive and harmful technology with a beauty contest has been labelled inappropriate by many.
The 2024 Miss Korea Pageant’s attempt to engage contestants in a conversation about the impact of AI technology could have been an opportunity to address broader societal issues.
However, critics argue that the execution of the question missed the mark entirely, turning what could have been a thoughtful discussion into a damaging controversy.
The internet remains abuzz with debates over the organisers' lack of foresight, with many pointing out that the role of AI in beauty standards is a valid topic, but one that should be approached with much more sensitivity.
As the public reaction continues to unfold, the pageant's misstep serves as a reminder of the delicate balance that must be maintained when addressing issues that touch on both technology and human dignity.
The Miss Korea 2024 pageant has certainly found itself at the centre of an important conversation—just not the one it intended to start.
The current deepfake situation in South Korea is alarming.
According to the Yonhap news agency, South Korean police have handled over 800 deepfake sex crime cases in 2024 alone, a significant increase from 156 cases in 2021.
Most victims and perpetrators are teenagers.
The widespread circulation of deepfakes, particularly on platforms like Telegram, has prompted calls for stricter regulations.
On September 26, South Korean lawmakers passed a new law criminalising the possession or viewing of sexually explicit deep fake images and videos, introducing potential penalties of imprisonment and fines.
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Translation of Global E&B’s apology letter:
This is Global ENB, the host of the Miss Korea Preliminary Competition.
One of the Q&A for the 15 finalists during the <68th Miss Korea Preliminary Competition> final recording process held at the COEX Auditorium in Gangnam-gu, Seoul on the 24th, "If I am more attractive in the fake video, how can I reduce the distance between the real me?" There is a fact that raised the question ".
In the question, what 'bigfake video' wanted to express was to defend itself 'video that replicates its real self using AI technology', and it was to ask me about the difference between digital technology and the real self.
However, in the situation where there is damage to illegal footage using 'bigfake', the use of the word 'bigfake' itself was a clear mistake of our hosts. AI virtual technology was raised questions to ask ideas about the state widely used in movies, commercials, education, etc. but considering the fact that 'bigfake' is currently being exploited as sexually illicit videos, we should pay close attention to the question.
We deeply apologize to anyone this may have caused inconvenience, including the Miss Korea participants.
From now on, I will listen and consider more people's thoughts and stories as I am in the operation of the Miss Korea preliminary competition.
GLOBAL RNB INC.
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