Aegyo (애교)
refers to the way one display their affection and love in an exaggeratedly
adorable manner, often through a babyish voice, facial expressions and hand
gestures (Wikipedia, n.a.). Korean celebrities often practice this behavior to
shape their image and fans likewise adore such behavior as it is seen as cute.
Media portrayal of the recipients of such behavior is often (if not all)
favourable.
Above: A SNSD fan posts a video on the members' Aegyo battle on a variety show. The video attracted over 1 million views online. (Source: Youtube)
Above: Sehun of EXO demostrates his Aegyo attempt. (Source: www.wattpad.com)
One of
the most well-known display is that of Girl’s Generation music video Gee,
whereby members dress in colourful doll-like costumes posing cute gestures
directly to the camera.
Above: Girl's Generation (i.e. SNSD) highly popular music video Gee, which has 136 million views on Youtube as of March 2015. (Source: Youtube)
These
attributes are also often associated with the concept of dollification. As seen
from Gee, members play as dolls/mannequins that come to life, suggesting the
desirability of doll-like physical features and the passive roles played by
them. This trend had become so popular over the internet
that a mere Youtube or Google search of terms such as Asian dolls will easily
reap more relevant results as compared to European dolls, American dolls,
African dolls, etc. (Puzar, 2011).
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