うぬぼれ
うぬぼれ · unubore · JLPT N1 · noun
pretension
🪞 自惚れ = 自 (self) + 惚れる (to fall for): falling for yourself, i.e. conceit
The kanji 自惚れ means self-infatuation: 自 is self and 惚れる is to be smitten. Being smitten with your own reflection is the core of pretension and hubris.