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Russians Stumped by Word of the Year Candidates
11 Dec, 2025
Summary
- Over a third of Russians didn't recognize any word of the year options.
- Popular user suggestions include internet memes like 'Labubu' and 'Pupupu'.
- A significant portion rejected all expert-chosen words, favoring 'rage bait'.
A new study indicates a disconnect between linguistic experts and the general public in Russia regarding the word of the year. Over 36% of respondents admitted to not recognizing any of the officially suggested terms, highlighting a widespread unfamiliarity.
Instead of expert-selected words, Russians, particularly youth, proposed their own alternatives. Popular choices included internet memes such as 'Labubu,' 'Pupupu,' and 'Red flag,' alongside gaming terms like 'Sigma' and 'Imba,' reflecting current online vernacular.
This trend suggests that everyday language is increasingly shaped by social media and subcultures, often incorporating English loanwords due to a lack of direct Russian equivalents for concepts like 'rage bait,' a term that resonated with 25% of respondents, indirectly signaling concerns about media aggression.
