When South Korean archer An San won three Olympic gold medals in Tokyo, what greeted her back home wasn't just praise. There was a flood of criticism as well.
Why? Because she has short hair.
Among the many insults that flew her way, An was labelled a feminist - a loaded term in South Korea often associated with being a man-hater.
One man said in a post: "It's good she got a gold but her short hair makes her seem like she's a feminist. If she is, I withdraw my support. All feminists should die."
But as criticism of her grew, so did a campaign to defend her.
Thousands of women across the country began posting pictures of themselves with short hair - declaring that it did not make them any less of a woman.
Women in South Korea have long battled discrimination and misogyny but over the last decade have made steps forward, from the country's #MeToo campaign to the abolition of its abortion ban.
So will this latest movement do anything to propel further change?