What should brands post with the AWW SO CUTE trend?

Close-up product b-roll Unboxing or packaging reveal Reaction clip to a new drop

AWW SO CUTE

Updated August 2, 2026

Example 10:06

What is the AWW SO CUTE trend?

Creators lip-dub or react to IShowSpeed's exaggerated "Aww, so cute" exclamation over footage of something they find delightful, absurd, or endearing. The humor comes from matching the over-the-top audio energy to something mundane or on-brand. Brands use it to react to a new product, a packaging detail, or a customer moment with the same over-the-top excitement the audio delivers.

Where did the AWW SO CUTE trend come from?

The "AWW SO CUTE" trend is an audio and lip-dub meme built around a clip of live streamer IShowSpeed (Darren Watkins Jr.) reacting to a video of a baby monkey during a livestream. On September 1, 2024, the YouTube channel IShowFunny uploaded the clip, in which Speed exclaims "Aww, so cute" in an exaggerated, enthusiastic tone. The clip did not become a widespread meme until March 24, 2026, when TikToker @yyle_cherri paired the audio with footage of the Pokémon Froakie, accumulating over 3.2 million views within two weeks and catalyzing mass adoption of the sound. In the weeks that followed, the audio was used over 185,000 times on TikTok, with high-view examples including a video by @chaaosclubb (over 28 million views) and clips by @thattgurl9 and @user266514777 each reaching 13 to 16 million views within days.