Product Code Database
(; ) in [[Korean|Korean language]] 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. A similar expression is (; ). literally means behaving in a flirtatious, [[coquettish|Flirting]] 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. 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. can also display closeness with others, which is possible to bring people together. The word is often translated as "[[cuteness]]" in English, and can be compared to the Chinese concept of (撒嬌), or the Japanese concepts of and ''amae''.
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 . 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 can be taken.
Although more common among female idol groups, male groups often perform as part of their fanservice. The , or youngest member of a group, is often (but not exclusively) the one encouraged to perform . Another member may get a better response from fans or be better suited due to physical or emotional characteristics. For some performers, is merely an extension of their own normal behavior, encouraged by the groups' producers.
As performers evolve from "youth" to "young adult" images, the 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 will continue as persistent traits.
A pro-forma version of 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 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.Puzar, Aljosa. "Asian Dolls and the Western Gaze: Notes on the Female Dollification in South Korea," Asian Women 27.2 (2011): 81–111.
In some or many cases, men expect this behavior to be "innate" or spontaneous. This means that men expect women to be naturally cute and submissive—-and imagine that this behavior is natural for women instead of a result of cultural expectations. Generally, men welcome this behavior only when it is viewed as natural, so women are expected to perform this behavior in 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.
is not limited to simply "acting cute", and includes several changes to speech, such as [[affrication|Affricate]], stopping, and /j/ insertion. is essentially [[baby talk]], with these changes to speech meant to mimic children. For example, replacing (요) at the end of a phrase with (여) or (용).
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 in certain settings, with women being the primary individuals engaging in such behavior. The ''Asia Pacific Journal of Anthropology'' describes as a "layered phenomenon standing in productive relations with other ideas and concepts typical of Korean remaining hierarchical (patriarchal and gerontocratic) societal organisation."
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