으리으리! - 김보성

"Uh-ree Uh-ree! - Kim Bo-sung"

• "Uh-ree" (으리): Sounds like 'uh-ree', where 'uh' is similar to the 'u' in 'but' or 'cup', and 'ree' is like the 'ree' in 'tree'.
• "Kim Bo-sung" (김보성): Pronounced as it's written in English.

The 'Euri Euri' meme began with actor Kim Bo-sung, who popularized a character emphasizing 'loyalty' (의리, uiri). It gained explosive popularity and became a nationwide catchphrase, especially after the Paldo Birak Sikhye commercial was released in May 2014. This advertisement sparked the 'Euri Sikhye' craze and significantly contributed to increased sales of Birak Sikhye. During this period, Kim Bo-sung was also selected as a CF model for Hearthstone (released March 2014), shouting "Blu-euri-zard!" (블으리자드!), which further fueled the meme's spread. The meme also appeared on the August 17, 2014 broadcast of 'The Return of Superman,' where Yano Shiho was shown learning Korean and adding 'Euri' to her speech. Furthermore, when Tom Cruise visited Korea to promote a movie during the meme's peak, he famously shouted "Euri" in an interview, which became a hot topic.

'Euri' (으리) is a distorted pronunciation of the Korean word 'uiri' (의리), meaning 'loyalty' or 'fidelity', spoken with Kim Bo-sung's distinctive accent and intonation. Kim Bo-sung's portrayal of loyalty-emphasizing characters in films like 'Hero: Secret of the Salamander' led to this pronunciation becoming a signature trait, which then evolved into an internet meme. It is primarily used by inserting 'euri' into words that contain the syllable '리' (ri). For example, 'hangari' (항아리, jar) becomes 'hanga-euri' (항아으리), and 'mamuri' (마무리, finish) becomes 'mamu-euri' (마무으리). Sometimes, for words ending with the final consonant 'ㄹ' (l/r) followed by the particle '이' (i), '으' (eu) is inserted after writing the word as it sounds. For instance, 'suri deureoganda' (술이 들어간다, the alcohol goes in) can become 'su-euri deureoganda' (수으리 들어간다). The meme is used to either emphasize the original meaning of 'loyalty' or, conversely, to sarcastically mock misplaced loyalty directed towards a specific person or group.

Thanks to Kim Bo-sung's widespread public recognition and the significant impact of the Sikhye commercial, the 'Euri Euri' meme was widely recognized and used across all generations. While it was actively used among younger generations as an internet meme, its appearances in TV commercials and broadcasts also made it familiar to middle-aged and older generations. It can be said that this meme was loved by both men and women.

• "Loyalty to our bodies!" (우리 몸에 대한 으리!) (Birak Sikhye advertisement slogan)
• "Mamu-euri!" (마무으리!) (From 마무리, mamuri - "The end" or "Finish")
• "Sintobu-euri!" (신토부으리!) (From 신토불이, sintoburi - "Local food is best" or "Food and soil are one")
• "Blu-euri-zard!" (블으리자드!) (From 블리자드, Blizzard)
• "Hoeo-euri!" (회오으리!) (From 회오리, hoeori - "Whirlwind" or "Tornado")
• "Su-euri goes in!" (수으리 들어간다!) (From 술이 들어간다, suri deureoganda - "The alcohol goes in")