Recently, I came across this article about extreme Aegyo in K-Pop, and want to have a nuanced discussion on extreme and commercialised Aegyo Culture and whether it’s good or bad, and what it does to individuals who consume K-Pop content.
Basically, the article explains that Aegyo functions as a social tool that’s goal is to generate a protective and assistive desire to protect the performing individual. The article says: “Just like babies know how to cling to their parents, aegyo practitioners can leverage the innocuous look created by aegyo to their advantage in social situations.”
It goes on to describe the gendered conduct.
It states: “Mostly observed in heteronormative relationships today, the concept of aegyo in South Korea traces back to the role of “gisaeng,” government-trained courtesans who were tasked with serving and charming men of the upper class in the Goryeo Kingdom (935-1392) and Joseon era (1392-1910). They were obligated to gain the favor of men with high social standing, employing a certain set of behaviors deemed flirtatious and charming.“
According to the article and research, Aegyo is generally perceived as feminine, and it’s primary purpose is to soften the atmosphere, entertain/amuse superiors, or to gather career-related benefits; however, in modern times, gender stereotyping in relation to aegyo has become less prevalent.
Furthermore, the article also points out that “K-pop idols and Korean TV celebrities, irrespective of gender or age, employ aegyo to cultivate intimacy with fans. This is showcased through distinctive gestures such as forming hearts with one‘s fingers and hands, as well as incorporating dance moves that flaunt aegyo aesthetics — framing one’s face with one‘s hands, to look like a flower, for example — to enhance the charm of performances. On the flipside, performing aegyo sometimes verges on silliness, especially when the aegyo performer is making an effort to pull off exaggerated aegyo in the wrong social situation.
Yet, some express concerns that aegyo‘s excessive use could result in overlooking the importance of exhibiting age-appropriate behaviors. Placing too much value on being cute could potentially perplex adults who are not inclined to embrace a childlike demeanor for social advantages, local experts said.“
The problems with extreme Aegyo in K-Pop is that idols can escape accountability due to appearing innocent and almost clueless, but the biggest issue I have with this is the fact that K-Pop tends to combine sex appeal and childlike behaviour, which is odd, because children should not be sexualised.
Many other Asian countries also have similar behavioural systems, but since K-Pop is so popular nowadays, and since idols still escape accountability, I want to know what the general opinion on this is.
Article link: https://www.koreaherald.com/article/3299428 🙂
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