From Internet meme to global symbol: the evolution of Pepe

Pepe the Frog is one of the most transformable internet memes in history. At first glance, it appears to be just a funny image of an amphibian with an expressive face, but in reality, it is a whole phenomenon of popular culture that has undergone numerous metamorphoses and sparked equally complex social debates.

The Origins of Legendary Pepe: From Comics to the Digital Space

Pepe’s story begins in 2005 when American artist Matt Furie included the frog in his comic Boy’s Club. The character utters the iconic phrase “Feels good, man” during one of his most obscene moments, and this scene marked the beginning of one of the longest-lasting internet phenomena.

Three years later, in 2008, Pepe’s image appeared on the 4chan forum. This was a key moment—users began actively modifying the character’s facial expressions, adding new emotions and phrases. Classic variations emerged: Sad Pepe with a sad look, Smug Pepe with a self-satisfied grin, Feels Bad Man with dark undertones. Each version became a way to express a specific emotional state.

From Personal Feelings to a Political Symbol: The Twists of Meme Culture

Over the next decade, Pepe became firmly associated with a wide range of human emotions—sadness, loneliness, anger, joy. The meme became a universal language for internet users, a means of communication in an environment where words are often insufficiently precise.

However, between 2015 and 2016, a turning point occurred. Certain political movements in the U.S., particularly supporters of alternative politics, began actively using Pepe in their campaigns, including in support of candidate Donald Trump. This usage sparked serious controversy in society. The reputable Anti-Defamation League even included some variants of Pepe in its hate symbol catalog. Creator Matt Furie publicly opposed this reappropriation of his work.

A Second Birth: From Rarities to Decentralized Assets

Despite political storms, Pepe experienced a new revival in the digital space. The concept of “Rare Pepe” emerged on 4chan—unique, often handmade versions of the meme that gained collector status and even started exchanging for real money.

This phenomenon did not go unnoticed in the growing crypto community. Pepe inspired developers to create NFT projects and cryptographic tokens. The technology of Counterparty played a special role here, allowing tokens and digital assets to be embedded directly into the blockchain. Thus, the iconic meme found a new embodiment in the era of decentralized finance and digital assets, confirming its versatility and adaptability to various technological and cultural contexts.