This article examines women's bodies in South Korea and the modes of Neo-Confucian governmentality at work within this consumer society. The concealed woman's body under Neo-Confucianism appears to have been supplanted by a liberated consumer body. This seems to represent a major shift in what the body means today. Nonetheless, the techniques of governmentality that controlled women's bodies under strict Neo-Confucian codes remain active in Korea's consumer society, so that despite the appearance of a striking shift in body presentation, the (...) methods of control remain remarkably similar. This article first examines the Neo-Confucian conception of the body, focusing on Neo-Confucian discourses on the female body and self, and the Neo-Confucian techniques of governmentality employed to control women's bodies. Next it observes how women live out the capitalist body in Korea's consumer society, using mostly journals, magazines and various women's views. Finally, it attempts to show how the new principles of consumer culture combine with Neo-Confucian techniques of governmentality to control women's bodies. (shrink)