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This meme began to gain popularity on February 29, 2024, with the release of the song 'Good Night, My Lady' by ASMRZ (a duo consisting of comedian Kim Kyung-wook's alter ego Tanaka and YouTuber Nitmollcash). It spread rapidly, especially through YouTube Shorts. After The Boyz's Sunwoo participated in a challenge with this song on March 30, 2024, numerous idol groups joined in, leading to its immense popularity. From May 2024, it also gained traction in the Greater China region and was re-exported to Japan, where the challenge became popular among butler cafes and cosplayers.

'Yare Yare Motmallineun Agassi' is a meme combining the Japanese exclamation 'Yare Yare (やれやれ)' and the Korean phrase 'Motmallineun Agassi' (literally, 'My Unruly Lady'). 'Yare Yare' is an expression often used in Japanese anime by serious, gentlemanly male characters or butler characters serving wealthy young ladies, typically with a sigh. This meme originated from the highlight lyrics of the song 'Good Night, My Lady,' which go, "Are you on your phone again? If you sleep late, your beautiful skin will be ruined. Yare Yare, my unruly lady." It embodies the concept of a 'butler' worrying about a 'lady' who stays up late using her smartphone. It is characterized by a serious yet cheesy and humorous atmosphere.

"Yah-reh Yah-reh Moht-mahl-lee-neun Ah-gah-shee"

It is primarily consumed by younger generations, aged 10 to 30, especially K-Pop fandoms and Gen Z/Millennial women. Many idol groups and influencers participated in the challenge, gaining significant popularity among fans, and it spread widely among users who primarily use short-form platforms like YouTube, Instagram, and TikTok. Furthermore, it gained popularity in Japan and the Greater China region, establishing itself as an international meme.

It is primarily used in the form of the 'Yare Yare Motmallineun Agassi Challenge' on short-form platforms such as YouTube Shorts, Instagram Reels, and TikTok. Users often lip-sync or dance to a specific part of the song 'Good Night, My Lady,' often wearing 'butler' or 'lady' concept outfits and performing with serious yet comical facial expressions. For example, someone might approach another person looking at their smartphone, say "Are you on your phone again?", and then perform the challenge dance.