A new internet phenomenon that has come out of this exciting Italian meme scene is known as “Italian brainrot.” Since launching in early 2025, it has attracted an international following. This misconception can be thought of as a form of “brain candy.” It overflows with surrealist wackiness and punk rock flair, enchanting every new batch of kids that discover it. The challenge kicked off with the TikTok version of the nursery rhyme “Trallallero Trallallà.” It prominently featured a new AI-created shark wearing sneakers which prompted an entire wave of remixes and variations that continue to move across social media channels.
Italian brainrot, perhaps the most culturally prevalent form of this phenomenon, can be recognized by its bombastic Italian-American inflections and gibberish words. The original scene or moment may be lost to history almost as soon as it’s posted, but it is transformed and perpetually reposted anew. This revolutionizes creation and sustains user engagement through constant change. The trend is ridiculous and low-hanging fruit. As such, it has become especially popular with Gen Z and Gen Alpha, who are all about humor that subverts classical logic.
The Roots of Italian Brainrot
Italian brainrot came from the energetic meme scenes in Italy. These communities thrive on platforms such as TikTok and Instagram. By early 2025 there was no denying that Trallallero Trallallà was the most viral nursery rhyme ever. Its intuitive design and eye-catching graphics made it viral, spreading like wildfire.
And the catchy rhyme plus the eye-popping photo of an AI-generated shark in sneakers lured everyone’s interest. Collectively, they turned into a pop culture phenomenon. That echoing visual motif captured the imaginations of younger audiences. Importantly, it ignited their creativity, inspiring users to create remixes that we never could have predicted.
Fabian Mosele, who operates the coolest Italian brainrot factory on Instagram as @bonucci’schillest on Instagram, describes this trend as a multidimensional seduction. As he notes, “It’s hilarious because the logic is awful.” This comment really highlights how impactful the absurdity of this content is, and how much audiences want this type of funny that breaks all the rules.
The Appeal of Absurdity
Italian brainrot feeds on its wackiness. This makes a lot of people really happy in an era increasingly filled with slick programming from large production studios. As Mosele puts it, “Through a Dadaist lens, it’s the destruction of big studio franchises and their IPs.” Plenty of millennials and zoomers identify with this strategy. They appreciate the punk DIY aesthetic of making their own thing and putting it out into the world.
Cheryl Eskin, a licensed marriage and family therapist since 1996, endorses this idea, calling Italian brainrot “punk” in feeling. It’s this genre of humor that she focuses on, calling it a key coping mechanism for children growing up in a rapid-fire digital age. For parents, she offers advice on connecting with their children:
“You don’t have to ‘get’ every meme to be a good parent, but you do have to stay curious.” – Cheryl Eskin
Eskin urges parents to meet children’s interests, come into it without judgment and listen. In doing this, they help create emotional bonds that are key to healthy development.
A Global Cultural Movement
The hot Italian brainrot hasn’t stopped itself to just Italy though, with people everywhere losing their damn minds over it. The trend’s inherent inclusiveness gives everyone and anyone with a smartphone the ability to join in on creating or sharing content. This opening up of creativity has created an incredible digital community united by its love for experimentation and invention.
Mosele emphasizes how children perceive Italian brainrot as a code. It’s something their parents don’t understand, which makes it like extra cool for them. That aspect of exclusivity increases its popularity. Children are attracted to the world only when it’s presented in a way that is distinctively theirs.
Moreover, as Eskin notes, the humor found within Italian brainrot is particularly relevant for today’s youth: “It’s about helping them build emotional regulation in a world that’s moving at warp speed.” Even when these memes don’t make sense, there’s something delightfully relieving about that. Through laughter and joy, they bring excitement that breaks through the gloom of mundane life.
