an increasing number of people in Asia – especially women in their 30s and 40s – are choosing cosmetic procedures.Judging from the longer waiting list on bookings and the longer working hours reported by our members of the Hong Kong Society of Plastic Surgeons, there has been an increase in the number of patients undergoing cosmetic surgery, says Dr Kenneth Hui, a Hong Kong-based plastic surgeon and former president of the Hong Kong Society of Plastic and Reconstructive Surgeons.The cost of cosmetic surgery hasn't changed significantly, but Dr Hui attributes the increasing numbers to changing social conditions – wider societal acceptance, peer pressure, competitive work environments, widespread advertising – people are less secretive regarding cosmetic procedures.And it's no secret that people in Asia are travelling within the region for more affordable cosmetic surgery. Countries like Thailand, Singapore and Korea have become hot spots for cosmetic surgery. The Council for Korea Medicine Overseas Promotion, launched in mid-2007, is one of the latest government initiatives to cash in on Asia's lucrative medical travel business. The Council markets packages for 28 affiliated hospitals and targets patients from Japan and China. The Council has seen growing numbers, especially from China, seeking to possess the beauty of popular Korean celebrities.Behind the lure of more affordable cosmetic surgery is the pressure of living in a world that places increasing importance on appearance.