Businesses are finding success in the competitive South Korean restaurant industry by hiring model-caliber South Korean men to serve as waiters.  Inspired by the recently ended Korean soap opera Coffee Prince No. 1, businesses such as My Thai and Googies have embarked on a "stud" marketing campaign to draw in female customers to their establishments.

"The social values being ascribed to these beautiful young men are what is driving the marketing cashing in on these bachelors," said Prof. Hwang Sang-min from Yonsei University's psychology department. "Also noteworthy is the disappearing male prejudice against good-looking men."

Here's an article talking about the trend.