North Korea's supreme leader Kim Jong-un has recently assumed the appellation of "dear leader" previously used by his late father Kim Jong-il.
Pyongyang's propaganda machine has reportedly started to refer to the young dictator as "chinaehaneun jidoja", which can also be translated as "beloved leader".
"The state-run Rodong Sinmun daily carried a front-page article with a photo of a banner hailing 'Dear Leader Kim Jong-un' while other examples of such references are also more frequently being spotted," wrote South Korean newspaper the Chosun Ilbo.
The move came as North Korea prepared to commemorate the second anniversary of Kim Jong-il's death.
Kim Jong-un had not picked an epithet as his father and grandfather - Kim Il-sun, the great leader - did before him.
South Korea's unification ministry said the choice signalled regime effort to boost the personality cult surrounding the young dictator.
His powerful uncle and mentor, Jang Song-taek, was spectacularly dismissed from his top military post in public after he was accused of plotting against the state.
Jang, a four-star general, was ousted from the post of vice-chairman of the National Defence Commission and expelled from the ruling Workers' Party during a turbulent meeting of its politburo.
A picture of him being marched out of a conference hall by uniformed guards was shown on North Korean state television
His name was removed from the official KCNA news agency database and his image edited out of official pictures and video footage.
"Jang pretended to uphold the party and leader but was engrossed in such factional acts as dreaming different dreams and involving himself in double-dealing behind the scene," KCNA said.