Although it's grinning broadly, it can sometimes be used to hide shyness or awkwardness. Paired with giggling sounds like "hehe," it can have the effect of showing off an accomplishment while still seeming humble.

It perfectly captures the feeling of trying to cutely gloss over a mistake or feeling shy after a compliment. In the West, it's sometimes compared to the smile you make when saying "cheese!" for a photo. In Korea, it's often used in response to praise, like "Oh, it was nothing 😁," to express pleasure while remaining modest.