Value-up means 'enhancing value', and flirting means 'showing affection'.

Ministry of Culture Refines 23 Foreign Terms into Korean
Smart Tolling as 'Jadong Yogeum Jingsu', Quick Service as 'Ppareun Baedal'

The Ministry of Culture, Sports and Tourism and the National Institute of the Korean Language announced on the 22nd that they have refined twenty-three foreign terms that have entered our society into easy-to-understand Korean words. This result was derived through expert discussions and public acceptance surveys. The status was further strengthened by deliberation and resolution in the Korean Language Purification Subcommittee.

The National Institute of the Korean Language proposed replacing valueup, which means efforts in various aspects to enhance the value of a company or organization, with 'gachi hyangsang' (value enhancement); mother factory, a factory that is central to development and manufacturing, with 'haeksim gongjang' (core factory); and smart tolling, a system that automatically collects tolls from vehicles traveling quickly on expressways or toll roads using video recognition and wireless communication technology, with 'jadong yogeum jing-su' (automatic toll collection).

Additionally, they recommended substituting flirting, which refers to actions aimed at showing affection and seduction, with 'hogam pyosi' (expression of affection); fast fashion, a type of fashion where consumer preferences are quickly reflected and rapidly changed, with 'bbareun sobi paseon' (fast consumer fashion); and fulfilment, a system where logistics specialists entrusted by sellers handle the entire process including storage, packaging, delivery, and returns, with 'mulryu jonghap dahaeng' (comprehensive logistics agency).

Furthermore, finfluencer was replaced with 'geumyung yeoron hyeongseongja' (financial opinion leader), smart factory with 'cheomdan jadong gongjang' (advanced automated factory), smart office with 'cheomdan jeongbohyeong samusil' (advanced information-type office), multimodal with 'dajung yangsik' (multiple modes), subculture with 'bijuryu munhwa' (non-mainstream culture), letterphishing with 'upyeonmul bingja sagi' (mail impersonation fraud), green premium with 'chin-hwangyeong chuga bi' (eco-friendly additional cost), On-device AI with 'danmalhyeong injongjineung' (device-based artificial intelligence), quick service with 'bbareun baedal' (fast delivery), quickcommerce with 'bbareun baedal gyorae' (fast delivery commerce), milkflation with 'uyu bal mulga sangseung' or 'yujepum julinsang' (milk-induced price increase or dairy product price reduction), and bundleflation with 'muk-eum nunsokim' (bundle deception).

In the public acceptance survey, the most welcomed term was 'gachi hyangsang' (value enhancement), with 89.0% of respondents evaluating it positively. 'Jadong yogeum jing-su' (automatic toll collection), 'mulryu jonghap dahaeng' (comprehensive logistics agency), and 'cheomdan miyong gisul (beauty tech)' also received relatively high scores.

The National Institute of the Korean Language also investigated opinions on foreign words used by the media, government, and public institutions in the public acceptance survey. 57.0% of respondents said that foreign words are unfamiliar and hinder understanding of content. More than half, 55.4%, expressed discomfort with them. A representative from the Institute stated, "These figures are higher than last year," emphasizing, "There is a need to replace foreign terms with easy Korean words before foreign terms become established in our language life."