You know how you and your significant other do the baby talk thing? Come on, you do it, admit it. Sometimes you talk to each other in a childish voice or make silly little gestures that you would never use at, for example, a business meeting or at the dentist. Well, this is a whole cottage industry in South Korea and they call it Aegyo.
Aegyo, a tool long leveraged by South Korean ladies to get what they want through sheer cuteness, has been leveraged by male and female K-Pop Idol groups to ginormous success. In fact, there are songs where one can do little cutsey gestures to the whole thing. Two popular aegyo anthems are The Gwiyomi Song and Oppaya, and there are videos aplenty on YouTube where folks of all ages and backgrounds vie for cringe-worthy cuteness. Some of these videos have millions upon millions of views. There’s even K-Pop Idol shows where folks watch each other express aegyo and react with howls of laughter.
Holy cow, the more I talk about this, the weirder it gets. Yet, I can’t look away.
Other cultures are jumping on the band wagon, too. Check out the videos below for some adorable examples.