Seoul City’s recent guidelines for pregnant women have sparked widespread criticism and a renewed discourse on gender roles within South Korea. The guidelines, released by the city’s Pregnancy and Childbirth Information Centre, suggest that engaging in household chores can help manage weight during pregnancy. This advice, which emphasizes traditional family roles, resurfaced on January 7, 2026, igniting a strong backlash on social media platforms.
The controversial advice includes suggestions such as, “If you feel reluctant to move because your belly is getting bigger, your weight can increase rapidly. Doing household chores like cleaning or dishwashing without putting them off can help manage your weight without separate exercise.” Critics argue that this approach reinforces outdated stereotypes regarding women’s responsibilities, particularly in a society where gender equality remains a pressing issue.
Global Backlash and Public Reaction
The response to the guidelines has been overwhelmingly negative, with many netizens from across the globe expressing their outrage. Comments on social media highlighted the absurdity of equating household chores with health management. One user commented, “A Korean wife already has one child, it seems, even before she gets pregnant.” Another remarked, “South Korean women are really living in hell,” reflecting the overall sentiment of frustration with the expectations placed on women.
Additionally, a user questioned the credibility of the guidelines, suggesting, “Any hackers want to hack this site and replace it with actual medical information that can help pregnant women?” Such reactions indicate a growing demand for more progressive and supportive measures for pregnant women rather than perpetuating traditional roles.
The guidelines also include advice for pregnant women to prepare essentials for their family members, such as ensuring that toilet paper and other daily necessities are stocked, and suggesting that women should prepare meals for their husbands, even if they are unskilled in cooking. This has led to further criticism about the expectations that pregnant women should prioritize family needs over their own well-being.
Historical Context and Previous Controversies
The publication of these guidelines has been attributed to the oversight of the Korean Society of Obstetrics and Gynaecology. According to reports from **The Guardian** and **Yonhap News**, the city government acknowledged that the advice was adapted from a website managed by the health ministry. Notably, this is not the first instance of backlash against government guidelines in South Korea. In 2018, a set of recommendations aimed at high school students faced criticism for suggesting that “women have to work on their appearance and men have to work on improving their financial capabilities.”
Following the previous uproar in 2021, the city government removed the controversial guidelines, but their re-emergence in 2026 has reignited discussions about the societal norms that still persist in South Korea, particularly regarding the roles of women as mothers and homemakers.
In conclusion, the virality of the recent advice highlights the ongoing struggle for gender equality and the need for a shift in societal expectations. As discussions continue online, it is clear that many are advocating for a more equitable approach to pregnancy and parenting that does not confine women to traditional roles.
