In recent years, much attention has been paid to how women are portrayed in the media, whether it's an overly airbrushed magazine model with an impossibly slim waist, or a TV starlet with protruding collar bones.

BBC: Are thin women the enemy?

That may not necessarily be good news for a country trying to slim its collective waist.

FORBES: Is 2013 a Watershed Year for the Anti-Obesity Movement?