Social Perceptions of Korean Aegyo Based on Culture

While Aegyo has traditionally been associated with women and often interpreted in a sexist context, it is becoming increasingly acceptable for men as Korean society evolves. These days, we frequently see both male and female K-pop artists actively displaying Aegyo in pop culture. Unlike in the past, many young women today reject Aegyo, recognizing it as a submissive expression toward men. They also often dismiss Aegyo performed by Korean men, calling it "cringy" or "not manly." I hypothesized that the growing popularity of Aegyo across genders in the Korean entertainment industry signified that it is becoming more widely accepted and celebrated as a part of Korean culture. I also surmised that people raised in Korea would generally be more accepting of Aegyo than people raised in Western countries. To explore these perspectives, I interviewed separate groups of college-aged Koreans, Korean-Americans, and foreigners (primarily Americans learning Korean), to gather their views on Aegyo in Korean culture. Koreans raised in Korea tend to be more neutral about most situations involving Aegyo, often avoiding giving a clear opinion on the matter. Yet, even with neutral or slightly negative views, nearly two-thirds of them still reported frequently performing Aegyo. Additionally, nearly 100% of participants stated that Aegyo and feminism are not related at all.