Beyond simple affection, it's also used to create a flirtatious or playful mood. You can often see it in messages from K-pop idols to their fans.

This emoji originated from the mark left by lipstick-covered lips. That's why it also serves as an icon symbolizing 'charm' or 'confidence' in fashion and beauty content. It's as if the real lip prints once left on letters and cards have been adapted for the digital age.