Aegyo (Korean : 애교; Hanja : 愛嬌; Korean pronunciation: [ɛ(ː)ɡjo] ) in Korean is a normalized gendered performance that involves a cute display of affection often expressed through a cute voice, changes to speech, facial expressions, or gestures. [1] [2] [3] A similar expression is gyotae (교태;嬌態; Korean pronunciation: [kjotʰɛ] ). Aegyo literally means behaving in a flirtatious, coquettish manner and it is commonly expected for both male and female K-pop idols and also expected or demanded from exclusively younger females in Korean society in a way which reinforces or reflects Korea's traditional gender roles. [3] [4] However, it is not uncommon for everyday people to behave in such a way, and is widely used as an expression of affection towards loved ones, family, and friends, and also as a hyper-sexualized form of seduction. [3] Aegyo can also display closeness with others, which is possible to bring people together. The word is often translated as "cuteness" in English,[ citation needed ] and can be compared to the Chinese concept of sājiāo (撒嬌), or the Japanese concepts of kawaii and amae. [3]
Aegyo plays a huge role in South Korean popular culture, especially in idol girl groups. The higher-registered girl 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 is the Girls' Generation music video for "Gee", which features much use of hands pointing at, touching, and framing the face when showing the girls in turn. One of their many song and dance videos, many of Gee's dance moves are based on aegyo. Aegyo as a personal trait of Girls' Generation member Sunny was described as "cuteness that calls for a punch", not as an actual complaint, but as a recognition of the degree to which aegyo can be taken.
Although more common among female idol groups, male groups often perform aegyo as part of their fanservice. The maknae , or youngest member of a group, is often (but not exclusively) the one encouraged to perform aegyo. Another member may get a better response from fans or be better suited due to physical or emotional characteristics. For some performers, aegyo is merely an extension of their own normal behavior, encouraged by the groups' producers.
As performers evolve from "youth" to "young adult" images, the aegyo in their performances often evolves, becoming an almost-nostalgic homage to the performers' earlier stage image. They will "put on the character" briefly for fun and to satisfy fan expectation, in the same way they will sing their earliest hits. Some traces of aegyo will continue as persistent traits.
A pro-forma version of aegyo may become tradition for certain circumstances, such as when idols perform the "Gwiyomi" song, with actions made popular by the South Korean rapper Jung Ilhoon of BtoB.
Puzar argues that aegyo in popular culture affects how young South Korean women act, especially in romantic relationships. For example, using cute hand gestures and expressions in photos are common behaviors among many young women in South Korea. [5]
Puzar and Hong argue that "aegyo is almost certainly a strong contributing element to the discursive organisation of the 'ideal Korean woman', repeatedly reinforced by narratives and images produced and reproduced throughout everyday lives and mediatic representations." Puzar and Hong additionally conclude that aegyo is essentially in the end how Korean women navigate what "amounts to societal oppression" and that aegyo is essentially reflection of an unequal power distribution in South Korea. [3]
In some or many cases, men expect this behavior to be "innate" or spontaneous. This means that men expect women to naturally be cute and submissive and think or imagine that this behavior is natural for women instead of a result of cultural pressures. Generally, men only welcome this behavior when it is viewed as natural. In other words, women are not only expected to perform this behavior they are expected to perform it in such a way that it seems natural or can be imagined as innate by the man, essentially meaning that men expect or believe that this highly infantilized and submissive woman is a "natural" state or behavior. [3]
Aegyo is not limited to simply "acting cute", and includes several changes to speech, such as affrication, stopping, and /j/ insertion. [1] Aegyo is essentially baby talk, with these changes to speech meant to mimic children. [1] For example, replacing yo (요) at the end of a phrase with yeo (여) or yong (용).
Aegyo is also essentially a manifestation of patriarchy and gender roles in everyday life. South Korean women are often pressured or sometimes even lightly requested to perform aegyo in certain settings, with women being the primary individuals engaging in such behavior. The Asia Pacific Journal of Anthropology describes aegyo as a "layered phenomenon standing in productive relations with other ideas and concepts typical of Korean remaining hierarchical (patriarchal and gerontocratic) societal organisation." [3]