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Gen Z’s beloved ‘Italian Brain Rot’ is unproductive and pointless—and that may be the point

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It’s normal to “view the thing the newest generation is doing with fear and suspicion,” she said, pointing to how past generations have had similar concerns about the detrimental effects of comic books, television and even novels at one time.

Concerns about brain rot — that it is unproductive and pointless — actually reveal a great deal about their appeal, Owens said. Brain rot is an acute rejection of the intense pressures on young people to self-optimize.

“It’s very normal for everyone to need to switch their brains off now and again,” she said.

In the first half of 2025, she racked up over 55 million views on TikTok and 4 million likes, mostly from tweens glued to their cellphones. Not bad for an AI-generated cartoon ballerina with a cappuccino teacup for a head.

Her name is Ballerina Cappuccina. Her smiling, girlish face is accompanied by a deep, computer-generated male voice singing in Italian — or, at least, some Italian. The rest is gibberish.

She is one of the most prominent characters in the internet phenomenon known as “Italian Brain Rot,” a series of memes that exploded in popularity this year, consisting of unrealistic AI-generated animal-object hybrids with absurdist, pseudo-Italian narration.

The trend has baffled parents, to the delight of young people experiencing the thrill of a new, fleeting cultural signifier that is illegible to older generations.

Experts and fans alike say the trend is worth paying attention to, and tells us something about the youngest generation of tweens.

A nonsensical, AI-generated realm

The first Italian brain-rot character was Tralalero Tralala, a shark with blue Nike sneakers on his elongated fins. Early Tralalero Tralala videos were scored with a curse-laden Italian song that sounds like a crude nursery rhyme.

Other characters soon emerged: Bombardiro Crocodilo, a crocodile-headed military airplane; Lirilì Larilà, an elephant with a cactus body and slippers; and Armadillo Crocodillo, an armadillo inside a coconut, to name a few.

Content creators around the world have created entire storylines told through intentionally ridiculous songs. These videos have proven so popular that they have launched catchphrases that have entered mainstream culture for Generation Alpha, which describes anyone born between 2010 and 2025.

Fabian Mosele, 26, calls themselves an “Italian brain rot connoisseur.” An Italian animator who lives in Germany and works with AI by trade, Mosele created their first Italian brain-rot content in March. Shortly after, Mosele’s video of Italian brain-rot characters at an underground rave garnered about a million views overnight, they said. It has since topped 70 million.

Even as the hysteria over the absurdist subgenre has slowed, Mosele said the characters have transcended the digital realm and become an indelible part of pop culture.

“It feels so ephemeral,” Mosele said, “but it also feels so real.”

This summer, one of the most popular games on Roblox, the free online platform that has approximately 111 million monthly users, was called “Steal a Brainrot.” The goal of the game, as the title would suggest, is to steal brain rot characters from other players. More popular characters, like Tralalero Tralala, are worth more in-game money.

Sometimes, the games’ administrators — who are also players — cheat to steal the characters, a move called “admin abuse” that sent many kids and teens into a frenzy. One video of a young child hysterically crying over a stolen character has 46.8 million views on TikTok.

It’s not supposed to make sense

In the non-virtual world, some have made physical toy replicas of the characters, while others have created real-life plays featuring them.

The nonsensical songs have at times gestured to real-world issues: One clip of Bombardiro Crocodilo sparked outrage for seemingly mocking the war in Gaza.

But ultimately, the majority of videos are silly and absurd.

Mosele said Italian brain-rot consumers largely don’t care about how the images relate to what is being said or sung. They often don’t even care to translate the nonsensical Italian to English.

“It’s funny because it’s nonsense,” Mosele said.

“Seeing something so dark, in a way, and out of the ordinary, that breaks all the norms of what we would expect to see on TV — that’s just super appealing.”

The rise of brain rot

Italian brain rot didn’t go viral in a vacuum. “Brain rot,” the 2024 Oxford University Press word of the year, is defined as the numbing of an intellectual state resulting from the “overconsumption of trivial or unchallenging material.”

It can also be used to describe the brain-rotting content itself.

Lots of content falls into that category. Consider videos of the game “Subway Surfer” split-screened next to full episodes of television shows, or “Skibidi Toilet,” an animated series featuring toilets with human heads popping out of their bowls.

Those not chronically online might instinctively recoil at the term brain rot, with its vaguely gory connotations, especially as concern about the potential harms of social media for adolescents mounts.

When brain rot was crowned word of the year, Oxford Languages President Casper Grathwohl said the term speaks to “one of the perceived dangers of virtual life, and how we are using our free time.”

Emilie Owens, 33, a children’s media researcher, agreed that endless scrolling poses dangers for young people. But she said that the concern about brain rot is misguided.

It’s normal to “view the thing the newest generation is doing with fear and suspicion,” she said, pointing to how past generations have had similar concerns about the detrimental effects of comic books, television and even novels at one time.

Concerns about brain rot — that it is unproductive and pointless — actually reveal a great deal about their appeal, Owens said. Brain rot is an acute rejection of the intense pressures on young people to self-optimize.

“It’s very normal for everyone to need to switch their brains off now and again,” she said.

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Riddle is a corps member for The Associated Press/Report for America Statehouse News Initiative. Report for America is a nonprofit national service program that places journalists in local newsrooms to report on undercovered issues.



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China has fulfilled its initial commitment to buy 12 million metric tons of soybeans from the U.S., but it’s not clear if the trade agreement announced in October can withstand President Donald Trump’s ever-shifting trade policy as American farmers are still dealing with high production costs.

Earlier this month, Trump said he would impose 25% tariffs on any country that buys from Iran, which would include China. Then last weekend he threatened to impose 10% tariffs on eight of America’s closest allies in Europe if they continue to oppose his efforts to acquire Greenland.

So the administration’s trade policy continues to change quickly, and Iowa State University agricultural economist Chad Hart said that could undermine the trade agreement with China and jeopardize the commitment by the world’s largest soybean buyer to purchase 25 million metric tons of American soybeans in each of the next three years.

“Those new tariffs — what does that mean for this agreement? Does it throw it out? Is it still binding? That’s sort of the game here now,” Hart said.

Beijing paused any purchase of U.S. soybeans last summer during its trade war with Washington but agreed to resume buying from American soybean farmers after Trump and Chinese leader Xi Jinping met in South Korea and agreed to a truce.

Treasury Secretary Scott Bessent announced the purchasing milestone China has met in an interview with Maria Bartiromo on Fox Business on Tuesday from the sidelines of a major economic forum in Davos, Switzerland, where Bessent met with his Chinese counterpart, Vice President He Lifeng. Bessent said China remains committed.

“He told me that just this week they completed their soybean purchases, and we’re looking forward to next year’s 25 million tons,” Bessent said. “They did everything they said they were going to do.”

Last fall, preliminary data from the Department of Agriculture cast doubts on whether China would live up to the agreement because it was slow to begin purchasing American soybeans and there is a lag before the purchases show up in the official numbers.

On Tuesday, the USDA data showed that China had bought more than 8 million tons of U.S. soybeans by Jan. 8, and its daily reports indicated that China placed several more orders since then, ranging from 132,000 tons to more than 300,000 tons.

China has shifted much of its soybean purchases over to Brazil and Argentina in recent years to diversify its sources and find the cheapest deals. Last year, Brazilian beans accounted for more than 70% of China’s imports, while the U.S. share was down to 21%, World Bank data shows.

Trump is planning to send roughly $12 billion in aid to U.S. farmers to help them withstand the trade war, but farmers say the aid won’t solve all their problems as they continue to deal with the soaring costs of fertilizer, seeds and labor that make it hard to turn a profit right now. Soybean farmers will get $30.88 per acre while corn farmers will receive $44.36 per acre. Another crop hit hard when China stopped buying was sorghum, and those farmers will get $48.11 per acre. The amounts are based on a USDA formula on the cost of production.

That and uncertainty about trade markets and how much farmers will receive for their crops has even some of the most optimistic farmers worried, said Cory Walters, who is an associate professor in the University of Nebraska-Lincoln’s Department of Agricultural Economics. Soybean prices jumped up above $11.50 per bushel after the agreement was announced, but the price has since fallen to about $10.56 per bushel on Tuesday. So prices are close to where they were a year ago and aren’t high enough to cover most farmers’ costs.

“Everything is changing — the land rental market, the fertilizer market, the seed market and it’s all pinching the farmer when they go to do their cash flows. The ability to make a decision is tougher now because of all the uncertainty in the market,” Walters said.

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This story has been updated to correct that Bessent spoke on Fox Business, not Fox News.

___

Funk reported from Omaha, Nebraska. Associated Press writers Didi Tang and Fatima Hussein contributed from Washington.



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Wall Street is talking about whether Trump’s Greenland plan will end U.S. ‘primacy’

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Investors reacted emphatically to President Trump’s insistence that he won’t back down on his plan to take over Greenland: They hate it. The S&P 500 fell 2% yesterday, even though 81% of its companies have beaten their Q4 earnings expectations so far. The dollar fell off a cliff, losing nearly 1% of its value against a basket of foreign currencies. U.S. bond prices weakened modestly. Gold, the safe-haven investment, hit yet another new record high.

The “sell America” trade is in full effect, in other words. S&P futures were up marginally this morning, suggesting that the bloodletting has been put on hold until traders hear what Trump has to say at the World Economic Forum in Davos later today. Trump offered a small ray of hope before he left for Switzerland when he told NewsNation, “We’ll probably be able to work something out.”

The drama has started a global debate about ending America’s “primacy” as the place for investors to hold assets. Increasingly, analysts and economists are talking about hedging against U.S. risk and deploying their capital in markets which are more predictable. The fact that the S&P 500 underperformed last year compared to markets in Asia and Europe is helping make the case. It’s a rerun in 2026, too. The S&P is down 0.71% year-to-date, while the Europe STOXX 600 is up 0.69% and the South Korean KOSPI is up an astonishing 14%.

“Until the US no longer ‘threatens’ with the use of tariffs … the so-called ‘primacy’ of the U.S. remains at risk of further dissolution, and with it an upending of the geopolitical alignments that have upheld markets in recent years,” Macquarie analysts Thierry Wizman and Gareth Berry wrote in a recent note to clients.

Their argument—perhaps one of the most extreme ones that Fortune has ever seen in an investment bank research note—is that when the U.S. goes through a major political convulsion a period of stagnation follows, and thus investors should begin moving their money away from America:

“A line can be traced, for example, from the failure of the U.S. in the Vietnam War and the follow-on decline in U.S, primacy, to the U.S.’s gold reserve depletion, and the subsequent end of the fixed exchange rate system under the Bretton Woods Agreement of 1944. The ‘fiat money’ era that followed was associated with a large decline in the real value of the USD, from 1971 until 1981, as well as a period of inflation and recessions across the 1970s,” they said. 

“We should worry about the USD and its relation to other currencies, too. If the reserve status of the USD does depend on the U.S. role in the world—as guarantor of security and a rules-based order—then the events of the past year, and of the past three weeks, in particular, carry the seeds of a reallocation away from the USD, and the search for alternatives, especially among reserve managers. So far, allocators have only found solace in gold, but they may eventually move toward other fiat currencies, too.”

Wall Street got a glimpse of what this might look like when the Danish retirement savings fund AkademikerPension said yesterday that it would sell its $100 million stake in U.S. bonds by the end of the week.

So far, traders are flinching at Trump’s actions. But we haven’t yet seen the kind of full-scale capital flight away from U.S. assets that might, for instance, raise inflation, interest rates or trigger a recession. But the mere fact that Wall Street is discussing it is significant.

Deutsche Bank’s George Saravelos told clients in a note at the weekend: “Europe owns Greenland, it also owns a lot of Treasuries. We spent most of last year arguing that for all its military and economic strength, the U.S. has one key weakness: it relies on others to pay its bills via large external deficits. Europe, on the other hand, is America’s largest lender: European countries own $8 trillion of US bonds and equities, almost twice as much as the rest of the world combined. In an environment where the geoeconomic stability of the western alliance is being disrupted existentially, it is not clear why Europeans would be as willing to play this part. Danish pension funds were one of the first to repatriate money and reduce their dollar exposure this time last year. With USD exposure still very elevated across Europe, developments over the last few days have potential to further encourage dollar rebalancing.”

This note was internally controversial. Deutsche Bank CEO Christian Sewing had to call U.S. Treasury Secretary Scott Bessent to disavow it.

The CEO does not stand by it but Saravelos’s colleagues may be more sympathetic. Jim Reid and his team, who religiously send an early morning email summarizing market action, did not send their email this morning. The bank told Fortune, “Deutsche Bank Research is independent in their work, therefore views expressed in individual research notes do not necessarily represent the view of the bank’s management.”

In fact, the idea that Europe might move out of U.S. assets is a commonplace inside investment banks right now. At UBS, Paul Donovan told clients earlier this week, “The implications of additional tariffs are more U.S. inflation pressures and a further erosion of the USD’s status as a reserve currency. So far, bond investors do not seem to be taking the threats too seriously.”

This morning he said that the most likely scenario wouldn’t be investors selling U.S. debt but simply refusing to buy new debt, thus reducing the flow of funds that the America is dependent on.

In a tariff war, one under-discussed weapon at Europe’s disposal is its Anti-Coercion Instrument: It has the power to ban U.S. services businesses from the E.U.

“U.S. services exports to the E.U. were $295B in 2024, equivalent to 0.9% of US GDP, suggesting the harm could be much greater if the E.U. pulled this relatively new lever at its disposal than if it responded simply with tariffs, though its economy would be hurt more too,” Pantheon Macroeconomics analysts Samuel Tombs and Oliver Allen told clients.

“In short, nobody would win from a new trade war, but the E.U. has ample scope to harm the U.S. if the Greenland situation escalates,” they said.

Here’s a snapshot of the markets ahead of the opening bell in New York this morning:

  • S&P 500 futures were up 0.19% this morning. The last session closed down 2.06%.
  • STOXX Europe 600 was down 0.4% in early trading.
  • The U.K.’s FTSE 100 was flat in early trading. 
  • Japan’s Nikkei 225 was down 0.41%.
  • China’s CSI 300 was flat. 
  • The South Korea KOSPI was up 0.49%. 
  • India’s NIFTY 50 was down 0.3%. 
  • Bitcoin was down to $89K.



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Match Group says a ‘readiness paradox’ is crippling Gen Z in dating

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Gen Z is sometimes criticized for its proclivity toward slang or its approach to the workforce. But this generation is facing challenges very different from those of their elders. The young adults are slowing down their pursuit of the American Dream of finding “the one,” owning a home, and having kids.

But it’s not because Gen Z doesn’t want to find love, according to a report by Match Group and Harris Poll shared exclusively with Fortune. In fact, their survey results from 2,500 randomly selected U.S. adults shows 80% of Gen Z say they believe they’ll find true love, making them the most optimistic generation about finding love. Yet, only 55% of Gen Z feel like they’re actually ready for partnership. 

Therein lies the “readiness paradox,” a phenomenon that paralyzes Gen Z from taking that initial step toward a serious relationship, and subsequently toward marriage and having children. While more than half of Gen Z says they feel lonely despite having online connections, 48% of Gen Z women report feeling additional pressure to enter a relationship for “the right reason,” rather than solely to avoid loneliness. This cycle traps young people in loneliness, which is amplified by social media pressures, like the dread of “hard-launching” a relationship. 

“It makes total sense to be stuck in that paralysis of, I want this, I want a relationship, but I don’t feel ready for it, and so I don’t do it,” Chine Mmegwa, head of strategy, corporate development, and business operations at Match Group, told Fortune. “What they’re afraid of is failing. What they’re afraid of is that the other person on the other side isn’t ready.”

Match Group defines this phenomenon as a “self-reinforcing cycle” in which Gen Zers set a high bar for readiness for a relationship, then feel anxious about being alone, then crave new relationships, believe they’re not ready for it and wait longer, experience more loneliness, and then the cycle repeats. 

And some of this cycle stems from the fact that Gen Z prioritizes investing in personal growth, therapy, and defining success over other generations. Nearly 60% of Gen Z women say therapy is essential to relationship success, according to the Match Group report, and almost 50% say that setting and respecting healthy boundaries is a prime indication of being ready for a romantic relationship. And as a result, they may be more likely to delay dating. 

This report serves as a launchpad for Match Group and other dating app companies to rethink how to best serve Gen Z consumers, some of which had ditched the apps when they did have features they could relate to. But now Tinder has introduced more casual modes for Gen Zers to meet each other, like through its double-date feature and college mode where the generation can meet more people with the same relationship goals in mind.

That’s a step in the right direction for a generation that is reverting back to a desire to meet in real life.

“This is the way Gen Z wants to connect,” Match Group CEO Spencer Rascoff previously said. “They want to vibe their way through meeting people.”

Reprioritizing milestones

Unlike how some other reports about Gen Z love life have portrayed the generation, they’re not rejecting romance. Instead, they’re reshuffling life’s timeline amid economic and social strains. 

Match Group’s report shows nearly half of Gen Z say they’re not ready for relationships now, and 75% aren’t rushing into one. But, again, 80% say they believe they’ll find true love.

“They believe that when they work on themselves, their relationships become stronger,” according to the Match Group report. “And they are more likely to wait until they can put their best selves forward to give themselves the highest chance of relationship success.”

Although that may sound like worrisome news for a company trying to appeal to the latest generation, Mmegwa didn’t shy away from the challenge. 

Gen Z is “still looking to our products to solve real big issues. And they are still looking to our products and to dating to solve the things that are most important to them” she said. “It’s just a question of when and how they will use our products that [is] very different from prior generations.”

This generation also has a very different view of how happy their own parents’ and grandparents’ relationships are: Only 37% described those relationships as happy, and 34% of Gen Z women also feel working through issues from past relationships indicates readiness, according to the report.

Social media’s vicious cycle

Being highly inundated by and invested in social media has also exacerbated the readiness paradox. While 46% of Gen Z “soft-launch” relationships versus 27% overall, 81% see it as an ironclad agreement, and dread backlash from a public failure. 

It’s different from how other generations view making relationships public: “You can also hard launch and then delete the photos the next day, and it’s okay,” Mmegwa said. 

But still, for Gen Z, relationship performance pressure creates a cycle: High readiness bars lead to loneliness, which ultimately leads to them pursuing lower-stakes or casual relationships that rarely escalate into something more serious.

Instagram exacerbates the stall. While 46% of Gen Z “soft-launch” relationships versus 27% overall, 81% who hard-launch see it as an ironclad commitment, dreading public failure. Mmegwa highlighted this generational shift: “You can also hard launch and then delete the photos the next day, and it’s okay.” This “performance pressure” creates a cycle: High readiness bars lead to loneliness (over 50% feel it despite online ties), prompting low-stakes connections that rarely escalate.​

“For us, the focus is on how we bring people together and encourage them to return to in-person connections,” Hinge CEO Jackie Jantos previously told Fortune. Hinge is part of Match Group, along with Tinder, Match, and OkCupid.

How Match Group plans to address the readiness paradox

Match Group is planning to meet Gen Z where they are: They’ll keep introducing “low-pressure” tools, like Tinder’s Double Dating feature and College Mode.

“The idea here is really around helping our users have the power to control what they’re looking for in a given moment and be able to find that more easily,” Cleo Long, Tinder’s senior director of global product marketing, previously told Fortune.

Using the report as a roadmap for new product plans, future features could include features like readiness signals, Mmegwa said, and more curated matches will be important. 

“It’s no longer a speed and volume game,” she said. “It’s [about] truly making our algorithms help you know yourself better, and then help you know the person on the other side of the connection better.”



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