Toxic masculinity in Kyrgyzstan and Kazakhstan restricts the emotional expression, behavior, and clothing choices allowed for boys and men, who are compelled to constantly prove their manliness. Rigid gender binaries are now being challenged, however. South Korean performers and actors' androgyny and gender fluidity enable young men in socially conservative Central Asia to escape normative masculinity. The performers’ androgyny—their slender figures, flawless skin, lack of facial and body hair, and wearing of make-up—offers South Korean men a new identity to uphold alongside traditional forms of masculinity. This "soft" masculinity is also gaining popularity among young Central Asian men, who translate the words and mimic the singing and acting of South Korean performers. In my study, I explore how this Korean Wave helps de-stigmatize and normalize activities traditionally coded as feminine, allowing for redefinition of individual and collective identities. Focusing on sartorial choices, I examine how South Korean popular culture influences the self-presentation of those who consume it and how they deal with negative responses online and in real life.