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Bandera de México

/Sounds like 'a-SER-se MEN-so'/

In Mexico, to pretend you don't know or understand something in order to avoid responsibility. Playing innocent when you're clearly not — a strategic deployment of fake ignorance.

Example

"Don't play dumb — I know you already knew about the raise."

"He played dumb when they asked him about the money."

Regional synonyms:

Opacar a alguien con tu apariencia, presencia física o atractivo superior sin siquiera intentarlo. Es el concepto de la cultura gym y fitness donde tu simple existencia hace que los demás se vean peor en comparación.