2025/08/20

IRL Brain Rot: Kyle Chayka Examines “Extremely Online Consumerism”

● 20/08/2025
“These products feel hallucinatory. The aesthetic is as much a defense mechanism against the internet era as it is a self-aware in-joke: We can see what late-hyper-digital-artificially-intelligent capitalism is doing to us—isn’t it a laugh?”
– Cultural critic Kyle Chayka, on the “IRL Brain Rot” that is the Labubu Matcha Dubai Chocolate trend. “We are the Labubus, grinning ecstatically amid the wreckage of our rapidly dismantling, recombinatory era. They are our unbeautiful avatars of overexposure.”
New Yorker
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