Abstract

This article illustrates how the circulation of capital and culture in Asia produces divergent embodied gendered ideals of national belonging through the case of Vietnam’s global sex industry. Introducing the concept of competing technologies of embodiment, I show how sex workers’ surgical and cosmetic bodily projects represent different perceptions of an emerging nation’s divergent trajectories in the global economy. In a high-end niche market that caters to local elite Vietnamese businessmen, sex workers project a new pan-Asian modernity highlighting emergent Asian ideals of beauty in a project of progress that signals the rise of Asia. Women who cater to Western men, in contrast, embody Third World dependency, portraying Vietnam as a poverty-stricken country in need of Western charity. By comparing multiple markets, I illustrate how individual agents in the developing world actively reimagine their nation’s place in the global economy through their embodied practices.