South Korea's well-coiffed president is on a mission to help the country's balding residents. In his crosshairs: the national health insurance scheme, which he suggests should foot the bill for hair loss treatments.

President Lee Jae Myung made the suggestion to officials at a briefing this week, arguing that medical treatments for hair loss used to be seen as 'cosmetic', but now they are viewed as 'a matter of survival'.

South Korea's national health insurance currently covers treatments for hair loss caused by medical conditions. However, it excludes people with hereditary hair loss because that does not threaten one's life, as health minister Jeong Eun-kyeong explained at the meeting.

Lee's proposal has garnered praise among social media users, with some calling him the 'best president in history'. Yet, the sentiment is not universally shared. Many feel that the proposal appears like a vote-grabbing policy. Suggestions have been made that while subsidized hair loss treatment sounds appealing, it seems unnecessary for many who only spend a few hundred thousand won annually on hair loss medication.

South Korea’s strict beauty standards render baldness stigmatized, leading a significant portion of medical consultations about hair loss coming from individuals aged 20-30. Critics insist that the health insurance system is already facing a substantial deficit, emphasizing that funds should prioritize more severe health issues instead of cosmetic concerns.

Amidst this heated debate, Lee's focus on younger South Koreans appears strategic. Observers suggest that while his proposal might resonate with young voters, doubts remain over its genuine intent or feasibility.