AsiaInstagram and youth culture | Hot shotsWhy young South Koreans are posing in their underwearLee ji-hoon’s younger clients have lately been making unusual requests.“People in their 20s and early 30s showed up and asked me to draw up these excessive training plans and dieting rules,” says Mr Lee, who works as a personal trainer at a fancy gym in Gangnam, a posh part of Seoul, South Korea’s capital.The clients, most of whom are women, all have the same aim: they want to look hot for their “body profiles”.An Instagram search in Korean for the hashtag “body profile” turns up more than 2.5m results.Most of them are glossy full-body portraits of men and women in their underwear, posted on personal accounts (though a few belong to celebrities).Some subjects are draped over chairs, recline on beds or emerge from pools and rivers.Others pose with champagne and canapés, or with foliage.The point, like so much on Instagram, is to impress.Joo Sohyun, a 27-year-old in Seoul, says she booked a body-profile photo session because she was bored with doing nothing except work.