gettyimagesbankQ. In the middle of our conversation, my Korean friend used the term don-jjul. What does it mean?  

A. Don-jjul is used mainly by young Koreans, but this slang is starting to catch on. It’s a pun from hon-jjul (severely criticize one or give someone the business) – with “hon” (literally soul) replaced by “don” (money). This rather awkward combination takes on a new meaning similar to “Let’s shower someone with money.” It specificlly refers to paying back the kind-hearted actions of restaurant owners by spending money in their stores.

Don-jjul took off online as a way of rewarding the charitable deeds of restaurant owners who were providing free meals to children in need.  

The movement to help these good Samaritans was triggered years ago after the owner of an Italian restaurant near western Seoul’s trendy Hongdae neighborhood began helping underprivileged children who had to skip meals for lack of money. After providing a lot of pasta dishes to these children, the restaurateur created a website to rally more support from other like-minded store owners in other cities. Hundreds of small business owners and start-up eateries have joined the movement over the past few years.  

Inspired by these restaurant owners, consumers responded with a campaign of their own: They order take-out from eateries listed on the good-influence campaign to really give these restaurants the business – or don-jjul, so to speak. With hundreds of like-minded consumers joining in, the restaurants can afford to keep helping underprivileged children.

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