사딸라 - 김영철

The "Sa-ttalla" meme originated from episode 84 of the SBS drama 'Rustic Period' (야인시대), which aired on May 13, 2003. This scene was first uploaded to YouTube on December 25, 2013, under the title 'Kim Doo-han Style Negotiation'. Approximately two years later, around November 2015, it suddenly gained traction and began to spread widely across online communities. Particularly in 2017, the meme further expanded as new 'Rustic Period' parody videos, centered around the 'Sa-ttalla' part, emerged from the same drama that famously spawned the 'Naega Gojarani' (I'm Impotent) meme. In January 2019, actor Kim Young-chul himself appeared in a Burger King commercial, shouting "Sa-ttalla," which significantly boosted its public recognition. Since then, it has consistently remained popular, being referenced in various media such as 'Kim Young-chul's Neighborhood Tour', 'The Return of Superman', and even a commercial for the mobile game 'Brawl Stars'.

"Sa-ttalla" is a meme originating from a scene in the SBS drama 'Rustic Period', where Kim Doo-han, played by actor Kim Young-chul, negotiates wages with a US military officer during a workers' strike. He exclaims, "One dollar is too little. Let's make it four dollars. Okay, thank you! Okay, Sa-ttalla!" During the wage negotiations following a strike by military supply transport workers during the Korean War, Kim Doo-han's stubborn demand to quadruple the daily wage from one dollar to four dollars gained cult popularity among viewers, turning it into a catchphrase.

A distinctive feature is pronouncing "4 dollars" as "Sa-ttalla," which adds emphasis and conveys a rougher, stronger feeling. While it was a somewhat absurd and humorous scene when taken seriously during the drama's original broadcast, its re-discovery as an internet meme turned Kim Doo-han's crude negotiation tactics and illogical plot development into a source of "b-class humor" (byeong-mat), making it a comedic highlight. It is primarily used when strongly demanding something, trying to push through an unreasonable proposal, or insisting on a specific price. The powerful music that plays after the successful negotiation, Kim Doo-han's satisfied expression, and Shirasoni's line, "His haggling skills are incredible. He turned one dollar into four dollars in an instant? Not just anyone can do that," are also important elements used in the meme.

"Sah-ttal-lah" (like "Sa-ttal-lah," where "ttal" sounds like the "tal" in "talent" but with a harder, more emphasized 't' sound) - Kim Young-chul.

Since the 'Sa-ttalla' meme spread primarily through online communities starting around 2015, its main target audience is the younger generation, aged 10 to 30, who are active internet users. However, the drama 'Rustic Period' itself has high recognition across all generations, and actor Kim Young-chul's appearances in various mainstream media, including Burger King commercials, where he references "Sa-ttalla," have led to its widespread recognition and use regardless of age or gender. Indeed, in a 2018 episode of 'Kim Young-chul's Neighborhood Tour', elementary school students were seen shouting "Sa-ttalla" upon seeing Kim Young-chul.

The 'Sa-ttalla' meme is used in various situations:

• Strong Demands and Haggling: Used when strongly demanding something or haggling, by shouting "Igeo Sa-ttalla!" (This is Sa-ttalla!) or simply "Sa-ttalla!"
• Pushing Unreasonable Proposals: Used when pushing through a difficult-to-accept proposal, by using the line "Okay, thank you! Okay, Sa-ttalla!"
• Insisting on a Price: Used to insist on a specific price or to express that no further compromise is possible, by repeating "Sa-ttalla!"
• Impulse Buying: Contrary to the original context, it can also be used to persuade oneself to buy something, by saying "I'm going crazy... Fine. Four dollars!"
• Meme Marketing: In 2019, Burger King featured Kim Young-chul as a model for its 'All Day King Sa-ttalla' commercial. This advertisement gained significant popularity by pricing Burger King's set meals at 4,900 won, linking it to "Sa-ttalla."
• YouTube Channel: The nickname for subscribers of Kim Young-chul's YouTube channel 'Youngchul Marvel' is 'ttalla'.
• Gaming: During the Korean localization of the game 'Cyberpunk 2077', a location named "Doo-han's 4 Eurodollar Burger Shop" appeared.
• Combination with Other Memes: It can be combined with lines from the 'Naega Gojarani' meme, such as "Are you going to do 4-ttalla or not?!" or used by changing the monetary amount, such as 1 dollar, 2 dollars, 3 dollars, 5 dollars, or 40 million dollars.

A key characteristic of this meme is pronouncing the '4' in '4 dollars' in Korean (사, sa), so it's best to use it while preserving this aspect.