Aegyo

Part of speech: noun

Pronunciation: /ˈɛɡ.joʊ/

Definitions

1. A style of expressing cuteness through playful gestures and endearing expressions often seen in certain cultural contexts
2. A concept that highlights an affectionate charm associated with innocence and youthful demeanor manifesting in various playful behaviors
3. A manner of showcasing charm and sweetness through playful actions and innocent expressions commonly observed in specific cultures

Etymology: Aegyo is a Korean word, written 애교 (愛嬌) in hangul and hanja, and its hanja combine "love" (愛) with "charm" or "coquetry" (嬌). Korean speakers use it for the cute, playful, slightly exaggerated behaviour people adopt to appear endearing, such as a babyish voice, a pout, or a wide-eyed look, and the English word is simply that Korean term carried over unchanged. The word appears in English through borrowing, so its spelling and pronunciation reflect Korean romanization rather than English habits. Its meaning has stayed close to the Korean sense: an affectionate, youthful charm, usually performed on purpose. Readers who know it from Korean pop music and television will recognise that the English use keeps the cultural flavour of the original rather than translating it into a single equivalent word.