How Russian brainrot became the ‘Sigma Boy’ catchcry for children across the world

Academics are puzzled, but Sigma Boy has spread faster than nits.
The Economist

How Russian brainrot became a hit for children

The British playground usually echoes to screechy impersonations of well-known artists such as Katy Perry. But if you approach one today you may well hear a seven-year-old adopt a vaguely Slavic ...
Hosted on MSN

How to Do the Sigma Boy Challenge (Impossible Spam)

If you spend a lot of time browsing TikTok or YouTube, chances are, you'll have stumbled across a video titled Sigma Boy Challenge at some point, or some variation thereof. These videos typically show ...
brandequity.economictimes.indiatimes

‘Sigma Sigma boy’ trend: Why is it taking over the internet?

The "Sigma Sigma Boy" trend, featuring a song by Russian artists Betsy and Masha Yankovskaya, has taken social media by storm. The trend celebrates the "Sigma male" archetype – independent, ...
The Daily Dot

‘Sigma Sigma Boy’ goes TikTok viral

The Sigma Sigma Boy song is a viral brain rot meme on TikTok whose catchy beat and simple lyrics sent it viral, despite being in Russian. The song is called Сигма Бой in Russian and was released on ...