Kadokawa surprised the publishing market by announcing the launch of two encyclopedias focused on the Italian Brainrot. The books explore the recent boom in AI-generated memes that has captivated children in Japan. The subsidiary Kadokawa Game Linkage plans to release the books on April 1st, featuring over 100 quirky characters that have gone viral on platforms like TikTok and YouTube.
Italian Brainrot conquer Japan
The books aim to bridge the generational gap between parents and children, which is why Kadokawa included furigana in the texts to make them easier for young children to read. In addition, the work features lyrics from viral songs, such as the hit “I'm in love with Tung Tung Tung Sahur.” Currently, this video has over 32 million views and has fueled a massive dance trend in the country.
Success of the phenomenon among children
According to recent research from Ciao and Corocoro Comic magazines, the term "Brainrot Italiano" was the most popular slang term of 2025 among girls. On the other hand, the male audience ranked the term second in trending topics. This popularity grew even more due to themed maps in Roblox and Fortnite. Thus, the Japanese market is already flooded with plush toys and collectibles of these bizarre characters.
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Source: Dengeki Online