In South Korea, a subtle yet pervasive form of gender discrimination has been simmering in the food industry for years: women often receive smaller portions than men for the same price in restaurants and food deliveries. Dubbed a form of "shrinkflation" targeted at females, this practice stems from assumptions that women eat less and aims to minimize food waste. However, it has sparked outrage, leading to scandals, boycotts, and clever workarounds by affected women.
The Root of the Issue: Stereotypes and Waste Reduction
Complaints from Korean women about undersized servings date back at least to 2017, when a TV broadcast used hidden cameras to expose the disparity in rice portions at various eateries.
Restaurant owners justify the practice by claiming women typically leave more food uneaten, making larger servings inefficient.
For instance, one buffet owner stated, “Female customers mostly leave food, so we can't give more.” This rationale ties into broader societal norms where women are pressured to eat modestly to appear feminine, as supported by studies like a 2016 McMaster University research highlighting social expectations for smaller female intakes.
The problem extends beyond dine-in experiences to deliveries, where gender assumptions influence portion sizes. Online forums and social media are filled with anecdotes of women receiving skimpy meals, prompting discussions on whether this constitutes outright discrimination.
A High-Profile Scandal Ignites Debate
The issue boiled over in November 2023 with a viral incident at a kalguksu (noodle soup) restaurant in Gangnam, Seoul. A female customer, identified as Ms. A, posted online about receiving noticeably less food compared to male patrons at nearby tables. She claimed her bowl contained leftovers from a pot prepared for men, lacking sufficient meat and noodles.
When confronted, the owner candidly admitted, "Yes," it was because she was a woman, assuming she would eat less. The post spread rapidly on social media, fueling heated debates and reigniting calls for addressing gender-based portion disparities.
This wasn't an isolated event; similar stories have surfaced, such as a Facebook post detailing a restaurant owner openly stating portions differ by gender, with women getting less rice. Such admissions have amplified accusations of sexism, with women feeling humiliated and undervalued despite paying the same price.
Women's Responses: Strategies and Solidarity
In response, Korean women have adopted creative tactics to ensure fair treatment. A common workaround is using male names or pseudonyms when ordering deliveries, hoping to receive "normal" (i.e., larger) portions typically reserved for men. Online communities compile and share lists of offending restaurants to avoid, while favoring chain franchises where standardized portions eliminate bias.
For example, one woman expressed frustration: “I don't want to ask for more with the same payment, and I hate being treated like a strange woman when I do.” Another viewed it as enforced femininity: “It's absurd to be forced into femininity when restaurants naturally give different portions to men and women.”
These sentiments reflect a growing pushback against ingrained gender norms in everyday life.
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Broader Implications and Calls for Change
While no specific laws regulate portion sizes by gender, the Korea Consumer Agency advises restaurants to solicit customer feedback for voluntary improvements, noting enforcement challenges. Academically, studies link such practices to deeper taste-based gender discrimination, contributing to women's economic disadvantages.
This "shrinkflation for women" highlights ongoing sexism in South Korea, from food service to broader societal issues like holiday role expectations. As awareness grows, it may pressure the industry toward equity, ensuring everyone gets their fair share—regardless of gender.
