This study seeks to explore the changing discursive forces that competed to define Korean women's identity and roles within the context of the new spaces created by colonialism and modernity. It argues that a small coterie of literate women seized the initiative to enhance their education, define the politics of physical aesthetics and con‐tribute to the debate about the changing gender roles and expectations in Korean society all under the guise of 'Westernisation' and progress. The emergence of these 'new women' challenged traditional notions of Korean womanhood and brought the 'woman question' to the forefront of public discourse.