Why do recent k-dramas have females talking in a strange accent?

Older k-dramas don't have this, but in newer shows, some of the females have a speech affectation I've never heard before.  Not all females have the accent, and every now and then (rarely) a male will have it but just slightly less pronounced.  

It's pouty sounding, almost like the speaker is trying to be cute or coy.  Does anyone know anything about how or why this is developing, or what it's called?  I've heard sometimes older generation females or people from different areas of SK will make fun of the accent sometimes.  

I've dropped some recent Kdramas because a main actress has "the accent" and I find it so distracting I can't continue.  I'm always so relieved when I watch a recent K-drama and the FL doesn't have it.  Thank god Ahn Eun Jin doesn't have it in Dynamite Kiss.

ppu-maltu?  It's a type of aegyo, but not the usual one I'm used to, this one is lower pitched and sounds like puffy cheeks or talking with marbles in the mouth.  The FL in LOVE.exe is doing it really bad, I had to drop, if you want to hear it.  But I've dropped/not started several recently due to that.  Thank god the FL in Dynamite Kiss isn't doing it.