이것뭐에요?

이것뭐에요? (Igeot Mwoyeyo?)

Ee-geot Mwo-yeh-yo? (Meaning: "What is this?")

This meme began gaining popularity between late 2023 and early 2024. It gained significant traction among fans after Shōtarō, a member of the boy group RIIZE, used this phrase in a particular piece of content.

"이것 뭐에요?" (What is this?) originated from RIIZE's Shōtarō, who used the phrase to express cute, pure curiosity or slight bewilderment when encountering something. His unique and endearing tone left a strong impression on fans, leading the phrase to become a meme used as an exclamation when encountering unexpected situations or discovering something cute.

It is primarily used within K-POP fandoms, especially among BRIIZE, RIIZE's fanbase. It is also widely spread among internet users who appreciate cute and innocent reactions.

• When discovering a new item: "Oh? What is this? It's so cute!"
• When faced with an unexpected situation: "Why is this suddenly here? What is this?"
• When seeing a lovely animal video or picture: "Oh my, my dog, what is this~?"