"Iti malia" is an expression used on the Internet to describe very cute things or to refer affectionately to a loved one. If you use social media frequently, you have probably noticed that images of puppies and babies are often accompanied by these words. The term derived from the expression "Vixi Maria" and its pronunciation imitates the speech of a small child.
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Although "iti malia" derives from "Vixi Maria", the expressions do not share exactly the same meaning. Popular variation of "Virgin Mary", the term "Vixi Maria" traditionally used among Brazilians to indicate amazement and surprise. "Iti malia" follows the same direction, but indicates an "astonishment of cuteness".
Iti malia: meme that describes cute things started with a montage involving the character Mnica, by Maurcio de Sousa Photo: Reproduo / Internet
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The expression started to become a meme on social media after the publication of an image that showed Mnica, a character from the cartoonist Maurcio de Sousa, in his baby version, sitting in front of a computer with the phrase "iti malia". Google Trends data shows that, starting in June 2018, there was a sudden increase in searches for the term "iti malia mnica".
Derived from "Vixi Maria", meme "iti malia" describes pets and cute people Photo: Reproduo / Twitter
Meme 'iti malia' used to describe cute things on the Internet Photo: Reproduo / Twitter
Over time, the meme ceased to serve only to express cuteness and began to take on a romantic meaning when some users began to say "I wanted to be someone's malaria". In other words, they would like to be someone else's crush or boyfriend.
User plays with the romantic sense of the meme 'iti malia' Photo: Reproduo / Twitter
Proof of this is the song "Iti malia", by the child singer Enzo Rabelo. Inspired by the meme, the romantic song was launched in August and made searches for the term increase, as shown by data from Google's search monitoring tool.
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