After being included among 26 Korean words and phrases that were added to the Oxford English Dictionary in October, "aegyo" received fresh attention. The term was previously unknown.

According to the Oxford English Dictionary, the term aegyo is used to denote "charm and sweetness, particularly of a type deemed distinctive of Korean popular culture."

It also refers to behavior that is considered lovely, charming, or charming. The phrase is frequently used in conjunction with gorgeous newborns or adorable pets.

Traditionally, the term aegyo has been associated with female celebrities who make cute gestures, speak in high-pitched voices, and refer to themselves in the third person. However, as a wider range of television celebrities demonstrate their aegyo, regardless of their gender or age, the term has taken on a new meaning.

Many discussion shows and variety shows, such as MBC Every 1's "Weekly Idol," feature special portions during which celebrities can openly showcase their aegyo in the hopes of winning over viewers.

When requested to demonstrate aegyo to fans, television personalities frequently perform the "Ottoke Song," which is an unauthorized translation of the song that was designed to demonstrate aegyo. The fact that the song naturally allows even senior actors and artists, who are normally known for having strong personalities and distant demeanors, to show off their pleasant sides, has led to it being a regular component of the music repertoire of many programs.

Meanwhile, while actor Cha Eun-woo and singer Key of Shinee demonstrated their renditions of "Ottoke Song" in recent online fan meetings and radio programs, actor Cha Eun-woo used the song to capture the heart of the female character in the tvN drama "True Beauty."

Because of the increasing prominence of aegyo, performing specific gestures, such as a finger heart, during interviews, press conferences, and award ceremonies has become a part of the daily routine for Korean celebrities.

Aegyo gives performers the opportunity to narrow the barrier between themselves and their followers, allowing them to develop a more intimate relationship with them while keeping their genuine personalities – and the hazards involved with disclosing too much – primarily hidden from the general public.

As a method of marketing intimacy and keeping intimate relationships with their followers, most K-pop idols conduct aegyo for their fans. K-pop idol groups made their debut this year, increasing the total number of new bands formed in the past three years to 150, demonstrating the market's continued expansion. Only a select few will be able to prosper in such a competitive environment.

Aside from incredible voices, irresistible hit songs, and fantastic dance movements, aegyo has emerged as a crucial component in an idol group's ability to endure intense competition.

When Hyeri appeared on MBC's famous reality show "Real Man," which chronicles the lives of celebrities as they join the army as new conscripts, she gained rapid fame. After making her debut as a member of the K-pop girl group Girl's Day, Hyeri rocketed to instant recognition after showcasing her aegyo on the show.

Shin Won-ho, the star director, subsequently claimed that he chose Hyeri for Deok-character sun's in tvN's successful series "Reply 1988" after seeing the singer's aegyo on full display in variety shows such as "Real Man" and "Reply 1988."

Hyeri's debut drama, "Reply 1988," was the series' first starring character, and she rose to prominence as a result.

With the release of "Cheer Up," Twice's breakout single, the band became a national success, earning them several honors and prizes along the way. Even while the addicting chorus had a major role in the song's popularity, Sana's public knowledge of Twice surged when she appeared on multiple television shows and radio shows, singing her famous phrase from the song, "shy shy shy."