Both, but the culture lends the base.
In Asian countries, there is a lot of pressure to be considered thin and it's much thinner than we are used to as "normal" here in the West. Fueled with this fact and that these people are supposed to be idols, the pressure to be meet and at times even exceed that standard is pushed very heavily (if not actually enforced) by their company for both genders.
As someone who watches a lot of girl group vlogs I think that situation changed a lot. Nowadays you can see that girls are eating a lot and well, sometimes I even look at that food and think shiieeettt that's unhealthy 
In same time we need to remember that these days gg members are going to gym, doing pilates and all those hard dance workouts so they burn a lot of calories.
I remember what Hwasa said before Aya comeback that in the past she used to starve herself but currently she just eats less in 3-4 days before filming MV.
For others even sometimes they eat those big meals during MV filming which actually is bad because they have petite bodies yet when stomach is full it makes it stand out even more. So I lean more towards what Solar did during her Men's Health photoshoot, when she didn't eat and drink water since morning until moment when she finished shooting scenes in which she was exposing her abs the most. Remember that even sick elderly who are waiting for surgery can't eat and drink for half/full day before it, so it's not that hard to be done.
Overall in my opinion there is more body positivity than it was in the past. You can read all the time how Twice is now praised for their amazing and 'healthy' looking figures.
Culture sets the tone and the companies help perpetuate it.
Probably both.
But it's not like people in the West are in any position to lecture Koreans and point fingers at them for unhealthy eating habits. Not when more than half of the population here is clinically obese and looking like a cardiac arrests waiting to happen.
little bit from column A
little bit from column B
but I would say that it starts with the culture which flows to the company itself
take for example the korean beauty standard - that's obviously part of the Korean culture and then kpop companies try to find (if possible) idols that fit that standard and one of the standards is a certain body shape
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