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밈 이름: Chigi / Ollyeochigi·Naeryeochigi

Chee-gee / Ohl-lyuh-chee-gee · Nay-ryuh-chee-gee

The terms 'Ollyeochigi' (overvaluing) and 'Naeryeochigi' (undervaluing) began appearing online around 2017. Specifically, the phrase 'Pyeonggyun Ollyeochigi' (average overvaluing) gained significant traction and became a hot topic in online communities starting in the latter half of 2022.

'Chigi' is internet slang referring to the act of evaluating the value of a specific subject higher (Ollyeochigi) or lower (Naeryeochigi) than its actual worth. It is not a standard Korean word and is primarily used in forms like 'Ollyeochigi', 'Naeryeochigi', and 'Huryeochigi'. While 'Naeryeochigi' and 'Huryeochigi' are used almost interchangeably, 'Huryeochigi' implies a more severe undervaluation of the subject's worth.

• Ollyeochigi (Overvaluing): This refers to the act of overestimating something's value. It's often used when someone deliberately praises a disliked subject to disparage another, an intention that is often transparent and draws criticism. In online second-hand markets, particularly for K-pop merchandise, it can mean a seller pricing an item significantly higher than its market value.
• Naeryeochigi (Undervaluing): This refers to the act of underestimating something's value. In online second-hand markets, an example would be a buyer offering a seller a price much lower than the market value.
• Pyeonggyun Ollyeochigi (Average Overvaluing): A term that became popular from late 2022, primarily used to criticize Korea's unique culture of comparison. It describes the phenomenon where actual average figures are ignored, and instead, figures from the top 10-23% are exaggerated or misrepresented as if they were the average. This term is frequently mentioned in discussions about topics where people are "commoditized" in the dating/marriage or labor markets, such as money (income/assets), educational background, and height.

'Chigi' is rarely used on its own; it typically functions as a suffix, as seen in 'Ollyeochigi' and 'Naeryeochigi'. This expression is mainly used for subtle comparisons of subjective subjects closely related to daily life, such as cultural content, brands, sports teams, or university rankings, where evaluation criteria are ambiguous and personal preferences vary greatly.

This meme is predominantly used by internet users of all ages who are actively engaged in online communities and comment sections. It is particularly widespread among younger generations familiar with online culture and those interested in evaluating or comparing specific subjects.

• "When some 'guk-kka' (anti-Koreans) praise Argentina or Somalia as being better than South Korea to disparage Korea, it's a classic case of Ollyeochigi."
• "In K-pop merchandise trading, a seller asking for a price much higher than market value is Ollyeochigi, and a buyer offering an unreasonably low price is Naeryeochigi."
• "If luxury brand A is clearly superior to B and C, but someone says, 'You should use luxury brands like A, B, and C,' they are Ollyeochigi-ing brands B and C to the same level as A."
• "Thinking that an annual income of 60 million won is normal when the median monthly income is 3 million won is a prime example of Pyeonggyun Ollyeochigi."
• "The average height of Korean men is 174cm, but the tendency to consider someone short if they are under 180cm also falls under Pyeonggyun Ollyeochigi."

'Ollyeochigi' is often criticized because its underlying intent is transparent. Furthermore, excessive comparisons like 'Pyeonggyun Ollyeochigi' that evaluate oneself or others can induce negative emotions such as inferiority, self-hatred, and depression, so caution is advised.