Have you ever heard the word “aegyo” (애교)?
It’s a commonly used term in K-pop fandom, originally written in Korean as 애교.
In the K-pop world, aegyo is one of the essential ways idols connect with their fans.
In this post, we’ll dive into the charm of aegyo—what it means, why idols do it, and the impact it has on fans.
💌 Want more K-POP deep dives like this?
Subscribe to Hello Bias Letters, our free Substack newsletter!
Each week, we unpack K-POP culture with care—from fan behavior to behind-the-scenes stories.
→ Join us here
What Does “Aegyo” Mean?
Aegyo in Korean Culture
Aegyo generally refers to cute, lovable behavior that makes people smile or feel affectionate.
In Korean culture, it originally described someone acting cheerfully or sweetly in a way that lifted others’ spirits.
However, in the K-pop context, aegyo takes on a slightly different meaning.
It often includes deliberately exaggerated cuteness—something that might even feel a bit “extra” or intentionally childlike.
While Western pop culture tends to emphasize maturity and sex appeal, in East Asian entertainment (especially Korea), cuteness—even in adults—is an important part of an idol’s image.
When idols show aegyo, fans often go, “That’s so cute!!” and shower them with love.
Aegyo vs. Cutey Act – Is There a Difference?
Aegyo is certainly about acting cute, but it’s not just being cute—it’s performing cuteness.
It’s often intentional, dramatic, and playful, not something natural or subtle.
When a naturally cute member does aegyo, it adds to their charm.
When a usually cool or serious member suddenly does aegyo, the contrast makes it even more effective—and fans go wild.
Why Do K-pop Idols Do Aegyo?
Fan Service and Persona
Aegyo is a form of fan service.
You’ll often see idols doing it on TV shows, during livestreams, or at concerts.
Some idols are naturally good at aegyo, while others clearly feel awkward about it.
This might be because Korean pop culture—while influenced by Western trends—still has its own cultural expectations.
For many idols, especially men, doing aegyo can feel a little embarrassing.
That’s why aegyo is sometimes used as a punishment in games:
“If you lose, you have to do aegyo!” is a common variety show rule.
Some idols will also break into aegyo when they’re shown on the big screen during concerts.
And when that happens? Fans absolutely lose it.
TV Shows and Variety Segments
Aegyo is practically a required segment in idol-focused variety shows.
In programs like Weekly Idol, idols are frequently asked to do aegyo—even if they’re reluctant.
However, aegyo is mostly a K-pop-specific culture.
You won’t often see people doing it on regular Korean TV shows outside of the idol scene.
Cultural Expectations in South Korea
Aegyo has long been part of idol culture in Korea.
Sometimes idols come up with their own unique aegyo moves, while other times they follow trendy aegyo routines passed around online.
Even within Korea, aegyo is seen as something mostly for entertainers, not everyday people.
But that distinction is gradually shifting.
Popular Aegyo Examples in K-pop
BTS’s Aegyo
BTS, with their long history, used to show a lot of aegyo during their early days.
These days, their image has evolved to feel more like artists than traditional idols—so aegyo moments are rarer (which some fans miss!).
Still, there are plenty of videos showing all seven members being adorably playful.
Among them, Jimin is often seen as the aegyo king of BTS.
When Jimin does aegyo at concerts, the entire crowd goes wild.
TWICE Sana’s “Shy Shy Shy” Moment
All the members of TWICE are cute, but Sana is the undisputed aegyo queen.
Her cuteness isn’t just for fans—other idols and staff are often charmed by her as well.
One of her most famous aegyo moments is during the song CHEER UP, when she sings the phrase “Shy Shy Shy.”
That line became a viral killing part that’s loved by everyone.
🫶 Want to learn more about “killing parts”?
Check out this post → What Is a Killing Part
(Want to learn more about “killing parts”? Check out this post → internal link)
SEVENTEEN Woozi’s “Oppa-yah” Aegyo
When it comes to aegyo, SEVENTEEN’s Woozi is a fan favorite.
He’s from Busan and usually has a tough, no-nonsense personality.
That’s why fans and even his members were shocked to see how good he actually is at aegyo.
He once did the classic “Oppa-yah” aegyo song, which was super popular in the past.
If you’re a K-pop fan, it’s a must-know moment.
Stray Kids Changbin’s Aegyo
Stray Kids often performs intense, cool songs, especially through their sub-unit 3RACHA, which focuses on producing and rapping.
At first glance, they don’t seem like the type to do aegyo…
But surprisingly, Changbin is really good at it!
His aegyo shows a totally different side of him—and the contrast is part of what makes it so fun to watch.
When Aegyo Goes Wrong – ENHYPEN’s Aegyo Battle
ENHYPEN also gave us a hilarious aegyo battle.
The game is simple: do aegyo, and if the other person laughs, they lose.
Since ENHYPEN is a multinational group, their interpretation of aegyo can differ from the traditional Korean style.
Sunoo is a known aegyo master, but some of the other members… well, let’s just say they have their own unique takes (in the best way).
How Fans Feel About Aegyo
Is It Cute or Cringe?
Reactions to aegyo can vary—even among Korean and Japanese fans.
Most fans think it’s adorable and cheer loudly when their favorite idols act cute.
But some fans prefer their idols to stay cool or mature, and may not enjoy seeing them do over-the-top aegyo.
There are also fans who say watching aegyo makes them feel secondhand embarrassment.
Still, for many idols, aegyo is considered part of the job—especially in K-pop.
Rather than avoiding it, embracing aegyo can actually help you enjoy K-pop culture more fully.
International vs. Korean Fan Reactions
In the past, many Western fans didn’t quite “get” aegyo.
They found the exaggerated cuteness hard to understand, especially when it came from adult men or women.
That’s likely because East Asian cultures—including Korea, Japan, and China—have different standards of charm and gender expression than the West.
But times are changing.
With K-pop and Korean dramas gaining global popularity, international fans have become more familiar with these cultural nuances.
As a result, the gap between Korean and global fan reactions to aegyo is shrinking.
More and more fans now accept it as part of the K-pop experience.
Aegyo Beyond K-pop – In Daily Life
Until a few years ago, K-pop culture was seen as a unique, even niche, part of Korean society.
K-pop originally grew as a cultural export, especially targeting Japan and other global markets.
Ironically, many Koreans didn’t regularly listen to K-pop themselves, preferring trot music or drama soundtracks.
Because of that, aegyo was also something that “only idols did.”
Ordinary people didn’t really use the term—or the behavior—much in daily life.
But with K-pop’s rising popularity in Korea, more people became aware of aegyo and even started doing it themselves.
Now, aegyo can sometimes be seen in variety shows, or even between friends and couples as a playful gesture.
Final Thoughts – Is Aegyo Fading or Evolving?
As K-pop has grown, aegyo has definitely evolved.
The old-school style of doing the same scripted aegyo gestures—like “Oppa-yah”—has become less common.
Instead, idols now incorporate trendy songs, dances, and TikTok-style movements to show aegyo in a more modern, personalized way.
Every idol has their own unique style, and aegyo has become more of a playful expression than a set routine.
That said, keeping up with the latest aegyo trends can be tough—they change fast, especially among Gen Z fans!
So why not take some time to explore your favorite idol’s aegyo moments?
You might discover a whole new side of them.
💬 What’s your favorite aegyo moment in K-pop? Share it in the comments below!
💬 If you found this post helpful, consider supporting me with a coffee!
Your support keeps Hello Bias going ☕💛
👉 Buy Me a Coffee
