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The 'Haembugi' meme originated in mid-2024 when friends started playfully referring to hamburgers as 'Haembugi' in their conversations. It then began to gain widespread recognition around July 2024 through a post on the Yeoseong Sidae community. Particularly around February 2025, a post on X (formerly Twitter) titled "A newly discovered way to overcome depression and lethargy" garnered over 8 million views, achieving explosive popularity with the long phrase "Haembugihaembuk haembukeo haembukseuttakseu hamburkeuhaembugauga haembigihaembugeo haembugatihaembugionnaen oneul charyeoorageora".

This meme began with the word 'Haembugi,' a cute alteration of 'hamburger.' It primarily involves changing the '-burger' suffix to '-bugi.' Furthermore, it gained popularity with the unique added meaning that reading a long phrase like "Haembugihaembuk haembukeo haembukseuttakseu hamburkeuhaembugauga haembigihaembugeo haembugatihaembugionnaen oneul charyeoorageora" in a serious, historical drama-like tone can help overcome feelings of depression or lethargy. This seems to reflect a psychological desire to induce laughter and gain positive energy through expressions that might otherwise feel a bit silly or childish.

Hem-boo-gee

It is primarily used actively among the younger generation, specifically Gen MZ (Millennials and Gen Z), ranging from teenagers to those in their 30s. It spread rapidly, especially through short-form video platforms like X (formerly Twitter), TikTok, and YouTube Shorts, and gained significant traction within K-pop idol fandoms as celebrities were seen using the meme. It has achieved such widespread popularity that various brands are even utilizing it in their marketing.

• "Let's eat Haembugi tomorrow too."
• "Should I skip dinner and eat two Haembugis?"
• "I'm so excited just thinking about eating Haembugi tomorrow."
• When feeling depressed or lethargic, one recites aloud: "Haembugihaembuk haembukeo haembukseuttakseu hamburkeuhaembugauga haembigihaembugeo haembugatihaembugionnaen oneul charyeoorageora".