A new wave of rapid-fire, AI-generated memes known as “Italian brainrot” has swept onto kids’ screens worldwide, capturing Gen Alpha’s imagination and leaving many parents and educators in a state of confusion—or concern. This latest TikTok phenomenon features oddball characters such as ballerinas with espresso cup heads, crocodile-bomber hybrids, and three-legged sharks in blue sneakers. Speaking in exaggerated pseudo-Italian and chanting nonsensical phrases, these digital creations embody an internet culture that is as bizarre as it is viral, reflecting a new level of absurdist humor among younger users (ABC News, Capital FM, MARCA).
The rise of Italian brainrot may seem whimsical, but its rapid growth and deeply participatory nature have made it both a cultural talking point and the subject of debate regarding children’s wellbeing in an age of algorithm-driven entertainment. For Thai parents and educators, understanding this digital viral sensation is essential as it makes its way onto local devices and permeates social conversations.
The Italian brainrot trend reportedly originated from an Italian meme community before catapulting into a worldwide movement in early 2025. According to an Italian animator and educator, who helped document the movement and runs a dedicated Instagram account, the trend began when a nursery rhyme—“Trallallero Trallallà”—was harnessed by AI to create fantastical creatures. The “Italian” label, while initially tied to its early adopters, now refers more to the absurd and unpredictable flavor than to any actual cultural specificity. The “brainrot” tag, meanwhile, reflects the slang for content so overstimulating or disorienting that it’s “melting your brain”—an idea so potent it helped “brainrot” become Oxford’s 2024 Word of the Year (ABC News).
Why does this offbeat content capture children’s attention so intensely? Experts suggest its playfulness and accessibility are key. The use of free AI art tools enables even young children to remix, revamp, or invent their own versions of viral characters. This user-generated creativity acts as “digital folklore,” according to supporters, and provides an online space where school-age children and teenagers can rebel against mainstream—often highly commercialized—pop culture in favor of something grown organically by their peers (The Times of India). As described by the same Italian animator, “Gen Z and Gen Alpha humor tends to be absurdist. The joke is that there is no joke, it’s just weird.”
Clinical perspectives suggest there are understandable reasons for this obsession. A senior director at a NGO specializing in youth mental health likened the meme to “digital cotton candy for the brain,” noting that the chaotic and fast-paced style appeals directly to tweens’ and teens’ neurological craving for novelty and risk-taking (ABC News). Just as rambunctious playground games or “jang” slapstick humor have long provided a release for young Thais, the chaos of Italian brainrot offers a digital-age equivalent.
Still, mental health professionals caution that the very intensity and overstimulation that draw children in can also have adverse effects if left unchecked. The therapist explained, “If this type of content is all they’re consuming, we might start to see more trouble with attention, mood swings or difficulty winding down.” The participatory nature of these memes—often speaking or acting out scenes in everyday life—also blurs the boundaries between online entertainment and offline behavior.
This challenge isn’t unique to Thailand, but it poses particular questions in a society grappling with both surging digital connectivity and longstanding anxieties over screen time in childhood development. The Ministry of Public Health and Ministry of Education have promoted digital literacy programmes, emphasizing that healthy boundaries—not full bans—are most effective in fostering children’s resilience and self-regulation (The Nation Thailand).
While the Italian brainrot trend feels novel, experts stress that it’s the latest in a long tradition of moral panics and generational misunderstandings over new media. Decades ago, slapstick cartoons, Western pop music, and Japanese manga provoked similar anxieties among Thai adults. What’s new is the speed, intensity, and algorithmic reach of trends like brainrot, which can reach millions of screens overnight and cross cultural boundaries in an instant (SheKnows).
Internationally, scientists are only beginning to explore the effects of such viral trends. A wide-ranging review in the International Journal of Environmental Research and Public Health found that fast-paced, highly stimulating social media content can exacerbate attention issues and sleep disturbances in some young people, particularly those who consume several hours daily (MDPI). Another recent research paper noted a link between meme literacy and peer connection, especially among adolescents who might feel isolated in traditional social settings (Frontiers in Psychology).
Still, experts recommend against panic or blanket bans. The therapist quoted above urges parents and teachers to stay “curious, not critical.” Instead of attempting to decode every meme or mimic every phrase, adults are advised to start honest conversations about what children find appealing in these trends. Setting reasonable, age-appropriate limits on device use, encouraging regular screen breaks, and modeling balance in everyday digital habits are all advised.
For Thai families, the emergence of Italian brainrot is a reminder of the need to combine ancient wisdom with digital literacy. Buddhist teachings historically counsel a middle way—seeking both joy and discipline. Today, this balance is more relevant than ever as “play” shifts online. Thailand’s rapidly digitizing society is uniquely positioned to lead Southeast Asia in promoting digital mental health, provided parents, teachers, and government agencies continue to engage with—not retreat from—children’s online worlds (Bangkok Post, The Nation Thailand).
Looking forward, the relentless churn of digital trends means new forms of “brainrot” are likely to emerge. Some may be even more surreal, while others could harness AI in ways that foster positive educational or creative experiences. The real question for Thai society is not whether to embrace or reject such fads, but how to foster media-savvy, emotionally resilient youth prepared to flourish both in the classroom and online.
For now, parents and educators should heed this practical advice: Don’t panic over Italian brainrot. Instead, stay engaged, talk openly, and be willing to laugh with (and sometimes at) the absurdities of internet culture. Set clear, fair boundaries on screen time, but nurture creativity and emotional awareness above all. As Thai children navigate their blended on/offline identities, the greatest gift adults can offer is empathetic guidance—rooted in both tradition and an open mind for new forms of play.