Italian brain rot: TikTok's weirdest meme craze, explained

India Today

a day ago

When I first heard about TikTok's new meme trend, Italian brain rot, it reminded me of Sukumar Ray's Abol Tabol, a collection of Bengali nonsense verse. Only that was literature; this is actually nonsense.While browsing through your Instagram feed, have you come across a bizarre mashup of AI-generated hybrids, like a shark wearing Nikes or a ballerina with a cappuccino for a head, voiced by an exaggerated Italian accent? That is Italian Brain Rot for you.advertisementWhile you may have heard a lot about brain rot lately (feel sorry for yourself if you haven't, it was Oxford's Word of the Year for 2024), the trend Italian Brain Rot seems to have not been discussed much in India (more reasons for us to fill you in).
It's a wildly surreal meme trend that's capturing the attention of Gen Alpha and younger Gen Z, where they know-it-all, but parents are scratching their heads, figuring it all out.While the name might suggest some connection to Italy, child psychologist Riddhi Doshi is quick to clarify that it has nothing to do with Italian culture and everything to do with chaotic, nonsensical, AI-generated content.Where did it come from?The meme originated roughly around early 2025, with one of its earliest viral characters being Tralalero Tralala, first seen on TikTok alongside AI-generated images and wild Italian-accented voiceovers. More characters include - Ballerina Cappuccina, Cappuccino Assassino, Bombardino Crocodilo. So yes, the onus of initiating the trend goes to TikTok (banned in India) once again.The term 'brain rot' carries dual meanings; it refers both to the overload of mindless content and its potentially deteriorating effects on the mind. So Italian brain rot is no different either, only the type of content changes.The trend has become so popular that Walmart started selling toys looking similar to creatures from the world of Italian brain rot.A wave of absurdityItalian Brain Rot videos are filled with outlandish hybrids, sharks in sneakers, crocodile-planes, ballerinas balancing coffee cups, accompanied by exaggerated, Italian-sounding narration. The unpredictable visuals and catchy audio make them irresistibly engaging for children.'The kids are obsessed because of the absurdity and the sensory overload,' says Doshi. 'It's captivating, unpredictable, and the audios are extremely catchy.'Why does it hook kidsAccording to Doshi, this trend offers the kind of quick, high-stimulation entertainment that makes traditional tasks—reading, writing, homework feel dull in comparison. 'Such small reels and videos are not allowing the children to focus for a longer time,' she explains. 'They don't want to study, go to school, write, or read.'It is not a meaningful cultural expression, but as post-ironic digital humour, it is more of a random bodning language.What parents can doLike other 'brain rot' content, it's fast-paced, absurd, and overstimulating. Consuming it for long periods might make it harder for some people (especially younger ones) to focus on slower, more sustained tasks.Therefore, Doshi advises, 'Be curious. Talk about it. In fact, be a part of your children doing this and understand what they're watching.'She recommends setting firm screen time boundaries, involving children in daily physical or calming activities for at least ten minutes, and encouraging them toward real-world creativity instead of purely virtual play.ConclusionItalian Brain Rot might be silly, but Doshi believes it's a symptom of something serious, the shrinking attention spans and weakened emotional resilience of children growing up online. It's captivating, yes, but it's also a distraction from learning, focus, and real-world engagement.- EndsTrending Reel