부끄럽다(bu-kkeu-reop-da, bukkeureopda)
Used to express feelings of shyness or modesty.
When to use
Shyness on first meeting, Modesty when praised, Describing introverted personality
The nuance
Primarily used to express one's shy or reserved feelings. Can be used in positive contexts and has nuances of modesty or bashfulness.
창피하다(chang-pi-ha-da, changpihada)
Used when feeling embarrassed along with strong shame or negative evaluation.
When to use
Shame from mistakes, Embarrassment in public, Negative evaluation by others
The nuance
Used when oneself or others feel shame or negative judgment. Emphasizes embarrassment due to mistakes or faults, mainly in negative situations.