The Algorithmic Gaze in East Asian Fashion E-commerce: An Audit Study on Discipline, Distinction, and Performativity (Tmall, Rakuten, and Coupang)

Abstract

This paper examines the “algorithmic gaze” in fashion recommendation systems of Tmall, Rakuten, and Coupang through an eight-week audit using multiple user personas and 1,800 data points. Applying chi-square tests, KL divergence, and Diversity@K, it identifies systemic biases in aesthetics, cultural representation, and body norms. Results show algorithms amplify Westernized mainstream styles, marginalize local attire, and intervene directly for commercial gain. The study proposes the concept of the “East Asian Algorithmic Gaze” to capture how platforms reinforce cultural homogenization, raising concerns for consumer subjectivity, cultural sustainability, and the need for stronger algorithmic accountability.