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I have come across it in the 18th episode of the 6th season of Friends. Here is the context:

Chandler: (To Joey) So, you busy Thursday?

Joey: Oh, very funny. I don’t know if you remember, but my audition was supposed to be Thursday. (Chandler doesn’t say anything until Joey figures it out.) You got me the audition?! Let’s hug it up! (They hug.)

Does it mean let's hug a lot?

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I have never heard hug it up before, but, from the context, it's a variation on the far more common hug it out:

[Macmillan Dictionary]
to hug, especially to put an end to an argument or to show solidarity
We hugged it out and I thought that would be the end of it.

Generally speaking, hug it out is more commonly used after an argument to express the fact that you're going to "hug and forget."


In this case, hug it up might have been used instead, because there hasn't been an actual conflict—and up is being used in a way similar to laugh it up, which was used in another Friends episode.

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