Public reaction intensified after the Seoul Pregnancy and Childbirth Information Centre’s guidelines for pregnant women resurfaced online, prompting criticism for their dated and gender-stereotyped advice. On January 7, 2026, screenshots of these guidelines, which recommend that women engage in household chores to manage their weight, went viral on various social media platforms, particularly X (formerly known as Twitter).
The guidelines, originally issued in 2021, suggest that pregnant women should refrain from delaying chores like cleaning and dishwashing as a means to control weight gain. For instance, the advice at 19 weeks states, “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.”
Such recommendations have sparked outrage, leading to significant backlash both domestically and internationally. Many social media users criticized the guidelines for their implication that women are primarily responsible for household tasks, regardless of their health conditions or the demands of pregnancy.
At 22 weeks, the guidelines further suggest that women should purchase a smaller outfit they wish to fit into post-pregnancy and keep it visible as motivation. By 35 weeks, the advice includes preparing essential items for family members, such as toiletries and favorite meals, emphasizing the domestic role expected of women during this time.
In response to the revived controversy, many netizens expressed their discontent, with comments highlighting the unrealistic expectations placed on South Korean women. One user stated, “A Korean wife already has one child, it seems, even before she gets pregnant.” Another comment read, “South Korean women are really living in hell,” capturing the frustration many feel towards the societal pressures reflected in these guidelines.
The publication of these guidelines was reportedly overseen by the Korean Society of Obstetrics and Gynaecology, and the city government indicated that the information was adapted from a health ministry website. In 2021, following widespread criticism, the controversial guidelines were removed from public access, but the recent resurfacing has reignited debates about the expectations placed on women, particularly in relation to traditional gender roles.
This incident is not isolated; it follows previous controversies involving South Korean guidelines that have faced backlash. For example, in 2018, educational guidelines for high school students were criticized for suggesting that “women have to work on their appearance and men have to work on improving their financial capabilities,” reflecting a broader issue of gender inequality within societal expectations.
The ongoing discussions surrounding these guidelines underscore a significant societal challenge in South Korea, where traditional views of gender roles continue to influence public policy and health advice. As pregnant women navigate their health and well-being, the need for more inclusive and supportive guidance remains critical.
The global reaction to the Seoul Pregnancy and Childbirth Information Centre’s advice highlights a growing demand for change in how society views and supports women, particularly during such a transformative period as pregnancy.
