Aegyo

Aegyo (Korean: 애교, hanja: 愛嬌) in Korean refers to a cute display of affection often expressed through a cute/baby voice, facial expressions, and gestures.[1] Aegyo literally means behaving in a coquette-ish manner and is commonly expected for male and female k-pop idols.[2] to behave this way. However it is not considered weird if normal, non-celebrities behave in such a way, too, since it is merely an expression of affection to loved ones and friends. The word is often translated as cuteness in English and can be compared to the Japanese concept of kawaii.

Background

Aegyo plays a huge role in Korean popular culture and girl groups. The high-registered voice popular in girl groups in Korea has been dominant since the first successful female k-pop group S.E.S. emerged in 1997. This style has grown in popularity since then. A famous example of that exaggerated cuteness that is aegyo is Girls' Generation song and music video for Gee.

Puzar argues that aegyo in popular culture affects how young Korean women act, especially in romantic relationships. Using cute hand gestures and expressions in photos, for example, are commonly seen behaviors in many young women in Korea.[3]

References

  1. ↑ Sun Jung (1 November 2010). Korean Masculinities and Transcultural Consumption: Yonsama, Rain, Oldboy, K-Pop Idols. Hong Kong University Press. p. 165. ISBN 978-988-8028-66-5.
  2. ↑ Christian Utz; Frederick Lau (2013). Vocal Music and Contemporary Identities: Unlimited Voices in East Asia and the West. Routledge. p. 279. ISBN 978-0-415-50224-5.
  3. ↑ Puzar, Aljosa. “Asian Dolls and the Western Gaze: Notes on the Female Dollification in South Korea,” Asian Women 27.2 (2011): 81-111.