wild chrysanthemum; aster
Refers to wild-growing chrysanthemums and similar aster-family flowers, often with a rustic or natural feel.
In autumn, wild chrysanthemums start blooming along the roadside.
Compound of 野 (の, 'field, wild') and 菊 (きく, 'chrysanthemum'). The reading きく becomes ぎく due to rendaku.