"펌" refers to a hair treatment technique commonly used in South Korea to create curls or waves in straight hair. This process involves using chemical solutions to alter the hair's structure, allowing it to hold a new shape. There are various types of 펌, including digital 펌 and volume 펌, each offering different styles and effects. The popularity of 펌 has grown due to its ability to provide long-lasting results, making it a favored choice among those looking to change their hairstyle. Many people visit salons specializing in 헤어 스타일링 to achieve their desired look, often consulting with 미용사 for personalized recommendations.