In South Korea, maintaining a favorable public image—known as "chhaemyeon"—is a significant social pressure, influencing even personal relationships. This has led to a unique service where individuals can hire people to pose as partners or assistants for social events. These hired companions aim to create a specific impression on others, prioritizing outward appearances over genuine connection. Communication is strictly managed through agencies, ensuring a level of professional distance. The practice isn’t necessarily born from loneliness, but rather a desire to project success and social standing. This reflects a cultural emphasis on how one is perceived by others, making external validation a key component of social life. The trend highlights the complexities of social pressure and image management in contemporary South Korea.