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/Sounds like "NOHT" (as in "note") + the English word "giving" (same pronunciation) + "OOP" (as in "Uber")/

Meaning

The English motivational phrase "not giving up" adopted directly into Spanish-speaking social media and casual speech. It pops up in Instagram stories and captions as a declaration of perseverance, often dropped mid-Spanish sentence when someone is in full self-improvement mode.

Examples

After all that, not giving up.

Not giving up, I'm way too close to my goal to stop now.

Regional synonyms

In Peru, affected by altitude sickness after ascending too fast into the Andes. A sorochado tourist feels dizzy, headachy, and drained from the thin air at high elevation.