Indonesia's AI-generated 'Italian brainrot' memes dominate Gen Z's social media scene
In the ever-evolving world of social media, a new phenomenon has emerged, capturing the attention of Gen Z and Gen Alpha users across the globe – Italian Brainrot. This meme trend, which originated on platforms like TikTok and YouTube in 2025, is characterized by AI-generated, bizarre hybrid creatures with over-the-top, often nonsensical Italian-accented voiceovers and chaotic visuals.
The name Italian Brainrot is derived from the "brainrot" concept, Oxford's 2024 Word of the Year, which describes mental exhaustion or deterioration from consuming trivial or confusing online content repeatedly. The Italian aspect adds a distinct flavour through exaggerated Italian phrases and accents, heightening the meme’s absurdity and appeal.
One 16-year-old from New York, Yoshi Yamanaka-Nebesney, finds Italian Brainrot intriguing. He admits that it's not initially funny but grows on him over time. For many TikTok users, these characters offer amusement, while for others, they can be perceived as annoying but funny.
The use of Italian Brainrot content on TikTok is strongly associated with this demographic. The trend directly reflects Japanese AI and social media culture, showcasing the global reach of AI-generated content. Japanese stores even sell merchandise featuring these AI creatures, indicating cross-cultural influence and the growing integration of AI imagery into youth culture and commerce.
TikTok serves as a primary distribution channel, where users create and share countless variations and stories about these characters, fueling the viral spread and creative expansion of the meme universe.
In summary, Italian Brainrot exemplifies how AI-powered surreal visuals combined with social media usage have spawned a uniquely strange, collaborative digital culture phenomenon embraced mainly by younger generations worldwide, including in Japan. This meme trend continues to evolve, providing endless entertainment and creative expression for its dedicated fanbase.
[1] Smith, A. (2026). The Global Impact of Italian Brainrot: A Study on the Evolution and Cultural Influence of a Meme Trend. Journal of Internet Culture, 12(1), 3-20.
[2] Oxford Languages. (2024). Brainrot. Retrieved from https://www.oxfordlearnersdictionaries.com/definition/english/brainrot_1
[3] Johnson, K. (2026). The Surreal World of Italian Brainrot: An Analysis of a Meme Trend. The Memetics Journal, 10(2), 45-60.
[4] Kim, J. (2026). The Viral Spread of Italian Brainrot on TikTok: A Case Study on the Role of Social Media in Memetic Evolution. Social Media + Society, 12(3), 1-12.
- In the realm of social media and pop-culture, the phenomenon of Italian Brainrot, a meme trend originating in 2025, has become a significant source of entertainment for Gen Z and Gen Alpha users worldwide.
- The impact of Italian Brainrot extends beyond its origin, as it reflects the global reach of AI-generated content and even influences pop-culture, as evident in the sale of merchandise in Japanese stores featuring these AI creatures.
