Have you ever been unhappy that your bag of chips contains just a little bit too much air (okay, nitrogen, actually), and not enough chips? If so, the Koreans have a perfect expression for you. They would say:
He is a Korean singer, who is actually quite good at singing. Due to his celebrity status, he signed an advertising contract with 7-Eleven Korea (a convenience store), over their own brand of frozen food. The contract specified that the frozen foods will be branded as "๊น์ฐฝ๋ ฌ์ ํฌ์ฅ๋ง์ฐจ (roughly, ๊น์ฐฝ๋ ฌ's street food)." Unfortunately, the quality of the food wasn't so great. Here are a couple of examples. Compare what's pictured on the package, versus what the consumers actually got:
Understandably, the consumers were pretty upset. The whole thing started, because one of the internet users, who had seen these pictures circulate on the internet, came up with an admittedly very good ๋๋ฆฝ: He called it "์๋ฏธ์ฐฝ๋ ฌ."
Now, "์๋ฏธ์ฐฝ๋ ฌ" is a clever ๋๋ฆฝ because it almost sounds like a swear word in Korean. One of the worst insults that you can tell someone is "์๋ฏธ์ฐฝ๋ " meaning that "your mother (์๋ฏธ) is a prostitute (์ฐฝ๋ )." Here, "์๋ฏธ" is a dialect form of "์ด๋จธ๋," and in this case, this has the effect of adding vulgarity. (Okay, just to add to this, although this is a terrible insult in real life, this is actually not that bad of an insult on the Korean internet forum -- Korean internet is truly a wild place!)
And you see that "์๋ฏธ์ฐฝ๋ " and "์๋ฏธ์ฐฝ๋ ฌ" sound very, very similar. And it also expresses the rage the consumer must have expected opening this package of frozen food!
So that stuck, and by dropping "์๋ฏธ," ๊น์ฐฝ๋ ฌ's first name, ์ฐฝ๋ ฌ, became the newest Korean slang. (because, why bring your mother into it, right?) By calling something a "์ฐฝ๋ ฌ," you're basically saying that it has no content. And that's how a new Korean internet slang is born! Use this word with young-ish Koreans, and they will most likely understand you. With the older Koreans, I'm not so sure. It's not that offensive, other than the fact that you're using this random guy's first name without even knowing him (and you're probably younger than him, too).
If you're wondering how ๊น์ฐฝ๋ ฌ took this neologism, well, he didn't take it well. He believed that his public image took a hit because of this Korean slang, and he sued 7-11 over his damaged reputation. On February 3, 2017, he lost the lawsuit (although perhaps he'll appeal). The judge cited the reason that his image was already not that great with the public (i.e. his image was already ์ฐฝ๋ ฌ?!) -- he had settled many assault cases with his victims, and he also had some DUI records under his belt. The judge also said that the public was already making fun of a lot of over-packaged food items, and this was just one of these instances, and not directed personally at him. Fair? Unfair? I am not so sure. But there you have it.
๊ฐ์์นฉ ์์ด ์ฐฝ๋ ฌ์ด๋ค. (The amount of potato chips is "์ฐฝ๋ ฌ.")So, let me tell you about what this word means. The word "์ฐฝ๋ ฌ" is short for "๊น์ฐฝ๋ ฌ,"which is the name of this guy.
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| Say hello to ์ฐฝ๋ ฌ. |
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| Pig's feet and pig's head meat |
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| Blood sausage stir fry |
Understandably, the consumers were pretty upset. The whole thing started, because one of the internet users, who had seen these pictures circulate on the internet, came up with an admittedly very good ๋๋ฆฝ: He called it "์๋ฏธ์ฐฝ๋ ฌ."
Now, "์๋ฏธ์ฐฝ๋ ฌ" is a clever ๋๋ฆฝ because it almost sounds like a swear word in Korean. One of the worst insults that you can tell someone is "์๋ฏธ์ฐฝ๋ " meaning that "your mother (์๋ฏธ) is a prostitute (์ฐฝ๋ )." Here, "์๋ฏธ" is a dialect form of "์ด๋จธ๋," and in this case, this has the effect of adding vulgarity. (Okay, just to add to this, although this is a terrible insult in real life, this is actually not that bad of an insult on the Korean internet forum -- Korean internet is truly a wild place!)
And you see that "์๋ฏธ์ฐฝ๋ " and "์๋ฏธ์ฐฝ๋ ฌ" sound very, very similar. And it also expresses the rage the consumer must have expected opening this package of frozen food!
So that stuck, and by dropping "์๋ฏธ," ๊น์ฐฝ๋ ฌ's first name, ์ฐฝ๋ ฌ, became the newest Korean slang. (because, why bring your mother into it, right?) By calling something a "์ฐฝ๋ ฌ," you're basically saying that it has no content. And that's how a new Korean internet slang is born! Use this word with young-ish Koreans, and they will most likely understand you. With the older Koreans, I'm not so sure. It's not that offensive, other than the fact that you're using this random guy's first name without even knowing him (and you're probably younger than him, too).
If you're wondering how ๊น์ฐฝ๋ ฌ took this neologism, well, he didn't take it well. He believed that his public image took a hit because of this Korean slang, and he sued 7-11 over his damaged reputation. On February 3, 2017, he lost the lawsuit (although perhaps he'll appeal). The judge cited the reason that his image was already not that great with the public (i.e. his image was already ์ฐฝ๋ ฌ?!) -- he had settled many assault cases with his victims, and he also had some DUI records under his belt. The judge also said that the public was already making fun of a lot of over-packaged food items, and this was just one of these instances, and not directed personally at him. Fair? Unfair? I am not so sure. But there you have it.






















