I have to admit that when my 10-year-old daughter first told me that the kids in her class have gotten into Italian brainrot, I showed no curiosity whatsoever. I knew from the name that it was likely something that would a) revile me and b) force me to grieve for the future of her generation. Alas, here I am, bracing myself for a deep dive into the world of Gen Alpha media trends.

So far, nothing I have learned about this oh-so popular subgenre of content, which primarily exists on my two least favorite platforms—TikTok and YouTube—indicates that it has any substance or cultural value whatsoever. In fact, from a neurological standpoint, it might actually live up to its name. So, what is Italian brainrot, exactly? Read on for a closer look at this bizarre trend…if you dare.