취재가 시작되자

When the Investigation Began

"Chwee-jae-gah Shee-jak-dweh-jah" (취재가 시작되자)

This meme gained popularity as an internet catchphrase starting in 2023, with its usage increasing in online spaces such as news comments and internet communities. However, the phrase itself has long been used by media outlets as a news tagline to emphasize the impact of their reporting.

'When the Investigation Began' is an internet catchphrase that sarcastically refers to a phenomenon where parties who were passive or slow to respond to controversies or incidents suddenly change their attitude and rectify problems once media coverage begins and the issue becomes public. It is perceived as a 'magic phrase' that prompts action only when news reports start, and it is used to criticize the slow response and performative actions of those involved. The rise of this meme has also shed new light on the positive functions of the media.

It is primarily used by people of all ages who have a critical view of social issues or the responses of corporations and public institutions in online spaces such as internet communities and news comments. It is especially often cited when criticizing the slow response of professionals sensitive to public opinion, such as business leaders or politicians.

This meme is used to criticize and satirize the slow response or hypocritical attitude of specific entities (e.g., corporations, institutions, individuals). Therefore, it is not suitable for positive situations or simple information delivery and should be used in a critical context. As it carries a negative evaluation of someone's actions, caution is advised when using it.