aegyo
Also written: egyo; cute behavior; charming affection
Deliberately cute, affectionate, playful, or coaxing behavior used to charm someone, soften a request, express fondness, or create intimacy.
Literal meaning
lovable charm or affectionate cuteness
Cultural context
Aegyo can involve voice, facial expressions, gestures, word choices, and exaggerated sweetness. It is not limited to women or romance, and it can be sincere, strategic, comedic, expected, or deeply unwelcome.
How dramas use it
Characters may use aegyo to ask for a favor, repair tension, tease a partner, entertain family, or expose a normally serious person’s softer side.
Usage & formality
Aegyo is culturally specific and should not be reduced to childishness. Whether it feels charming or irritating depends on the relationship, consent, performance, and context.