Pepe the Frog
Pepe the Frog is a green cartoon frog with a humanoid body, usually wearing a blue t-shirt, drawn by the American cartoonist Matt Furie. In one early comic, Pepe is caught urinating with the bathroom door left open. A friend asks why his pants are down, and Pepe gives a three-word answer: "feels good man." That shrug of a line became the frog's catchphrase, and it carried a small comic character far from the page where he began.
How does a throwaway joke from a self-made comic become one of the most recognizable images on the Internet? What happens when its creator loses control of it, and what does he do about it? And what does it mean when the same face turns up at protests half a world away from where it started?
Playtime was a zine that Furie made in Microsoft Paint, and Pepe appeared in it as a character. That zine was the progenitor of Boy's Club, the comic that grew out of it. In 2005, Furie posted Boy's Club as a series of blog entries on Myspace. The bathroom page came from Boy's Club #1. When the printed edition was published in 2006, Furie took the Myspace posts down.
On Gaia Online, Pepe also became an in-joke. In 2008, the page showing the frog and his catchphrase was scanned and uploaded to the /b/ board of 4chan. That board has been described as the meme's permanent home. Users there bent the face and the phrase to fit scenarios and emotions such as melancholy, anger and surprise. A sad twin of the catchphrase, "feels bad, man", became tied to the frog as well.
Pepe began as a black-and-white line drawing. Along the way he turned green, with brown lips and sometimes a blue shirt. A second character called Feels Guy, also known as Wojak, started out unrelated and was used to express melancholy. Eventually he was often paired with Pepe in comics and images made by users.
By 2012, the sad frog was in use on Tumblr, and the Smug Pepe variant emerged the same year. Versions reached Chinese social media such as Baidu Tieba as early as 2014. There the sad frog was called shangxin qingwa. Also in 2014, celebrities including Katy Perry and Nicki Minaj shared images of Pepe.
4chan users had a word for people who carried the meme outside the site: "normies". Users from 4chan, Reddit and elsewhere tried to block mainstream use by "making Pepe as shocking as possible". In 2015, Pepe ranked sixth on the Daily News and Analysis list of the most important memes and was the most retweeted meme on Twitter. The Daily Intelligencer called him Tumblr's "Biggest Meme of 2015".
In 2015, 4chan users began calling especially creative or unique variants of the frog "rare Pepes". Some of these images were sold as physical paintings, on eBay and through Craigslist postings. A watermark reading "RARE PEPE DO NOT SAVE" generally meant that the artist had never posted the image publicly before. Users treated the pictures like trading cards on what they called the meme market.
In April 2015, a collection of rare Pepe image files was listed on eBay. Bidding reached $99,166 before the site removed the listing.
In September 2016, the first rare Pepes were mined as on-chain collectible assets on Bitcoin. That pre-dated Ethereum-based NFTs. A Telegram chat group dedicated to the Counterparty NFT was created shortly afterward. By 2017, a community had grown around the digital collectibles, and developers built platforms to catalog and exchange the images. The result was the first crypto art market, in 2016.
The Rare Pepe crypto project was made by artists around the world between 2016 and 2018. It traded NFTs recorded on the Counterparty platform, and it released a total of 1,774 official cards across 36 series. Two tools supported it. The Rare Pepe Wallet was a web-based, encrypted wallet where users bought, sold and stored images with a currency called PepeCash. The Rare Pepe Directory cataloged every known image, and the Rare Pepe Foundation removed offensive submissions before they became visible.
On the 13th of January 2018, a live auction of rare Pepes took place in New York City. Representatives of the Metropolitan Museum of Art, the Museum of Modern Art and Sotheby's Institute of Art watched from the audience. One image based on Homer Simpson sold for $38,500. Its buyer resold it three years later for $312,000.
On the 26th of October 2021, a rare Pepe called PEPENOPOULOS sold at a Sotheby's auction for $3.6 million. That was one of the highest prices ever paid for an NFT. The frog also appeared on the cover of a Fortune magazine report about cryptocurrency.
In March 2022, a buyer who had spent $537,084 on a rare Pepe filed a lawsuit alleging fraudulent misrepresentation. He claimed that only one copy was supposed to be sold, yet 46 copies were later given away.
As early as 2015, Internet trolls created Pepe variants meant to link the frog with the alt-right movement. Some carried Nazi Germany, Ku Klux Klan or white power skinhead themes.
In October 2015, Donald Trump retweeted a Pepe version of himself, attached to a video called "You Can't Stump the Trump (Volume 4)". Later in the 2016 campaign, Roger Stone and Donald Trump Jr. posted a parody poster of The Expendables titled "The Deplorables". The title played on Hillary Clinton's controversial phrase "basket of deplorables". Pepe's face appeared among members of the Trump family and other figures popular with the alt-right.
In May 2016, Olivia Nuzzi of The Daily Beast wrote that there was "an actual campaign to reclaim Pepe from normies". She added that "turning Pepe into a white nationalist icon" was an explicit goal of some on the alt-right.
In August 2016, Clinton denounced the alt-right in a speech. A 4chan user was liveblogging the event, and at another user's request he audibly shouted "Pepe!" during the talk. In September 2016, an article on Clinton's campaign website described Pepe as "a symbol associated with white supremacy" and criticized Trump's campaign for supposedly promoting the meme.
In 2020, the social scientist Joan Donovan looked back at that decision. She argued that naming Pepe a symbol of the alt-right showed the campaign's naivety about online culture. In her words, it created "a wave of media attention on which the Alt-Right was ready to coast."
In January 2017, the Russian Embassy in the United Kingdom tweeted an image of Pepe. It was answering "pundits" who urged Theresa May to disrupt Trump's relationship with Russia. Around the same time, the white supremacist Richard B. Spencer was giving a street interview after Trump's inauguration. He was about to explain a Pepe pin on his jacket when someone punched him in the face, and the video of that moment became a source of many memes.
"It sucks, but I can't control it more than anyone can control frogs on the Internet." That was Furie's answer to Esquire about the frog's use as a hate symbol. His publisher, Fantagraphics Books, was blunter and condemned the "illegal and repulsive appropriations of the character". In 2016, the Anti-Defamation League, an American organization opposed to antisemitism, added Pepe to its hate symbol database. It noted that most instances of the frog were not used in a hate-related context.
On the 13th of October 2016, Furie wrote in Time that he understood the situation was out of his control. Then he added: "Pepe is whatever you say he is, and I, the creator, say that Pepe is love." The next day, the ADL announced a partnership with him for a #SavePepe campaign. The goal was to attach the symbol to positivity. Furie collected hundreds of "positive or peaceful" versions of the frog for an online "Peace Pepe Database of Love".
On the 17th of October 2016, Furie published a satirical comic about the alt-right's appropriation of Pepe on The Nib. It was his first comic for the character since Boy's Club had ended.
On the 6th of May 2017, Free Comic Book Day, it was announced that Furie had killed Pepe off. He told Carol Off, host of the show As It Happens, that the frog would return. Pepe would "rise from the ashes like a phoenix... in a puff of marijuana smoke." In July 2017, he told The Outline that the death comic was "my own kind of art therapy" after Trump's election, "a way for me to deal with the weirdness that was happening."
Soon afterward, Furie announced he would resurrect Pepe, and he launched a crowdfunding campaign for a new comic book starring the frog.
In June 2017, a proposed Flappy Bird clone called "Pepe Scream" was rejected from the Apple App Store because it depicted Pepe the Frog. Its developer, using the name "MrSnrhms", posted a screenshot of the rejection letter on r/The Donald. The app remains available on the Google Play Store.
A children's book called The Adventures of Pepe and Pede became a courtroom matter that same year. Furie filed a federal lawsuit claiming the book advanced "racist, Islamophobic and hate-filled themes". The suit settled out of court in August 2017. The book was withdrawn from publication, and its profits went to the nonprofit Council on American-Islamic Relations. It had first been self-published and was later issued by Post Hill Press. The author, a vice-principal with the Denton Independent School District, was reassigned after the publicity.
Until September 2018, the social media service Gab, popular with the alt-right, used a Pepe-like frog named "Gabby" as its logo. In 2018, Furie succeeded in having images of Pepe removed from The Daily Stormer website.
In January 2019, a video game called Jesus Strikes Back: Judgment Day was released. It let players control Pepe, among other figures, and murder target groups including feminists, minorities and liberals.
In June 2019, Furie received a $15,000 out of court settlement in a copyright infringement case against Infowars and Alex Jones. The case concerned unlicensed use of Pepe on far-right themed posters. He promised to keep enforcing his copyrights aggressively so that nobody else profits from "associating Pepe the Frog with hateful imagery".
World of Warcraft, released in 2004, contains a small trick involving the word "lol". When a player of the Horde faction types "lol" with the /say command, members of the opposing faction see "kek" instead. Blizzard, which also developed StarCraft, borrowed the word from Korean. It is an onomatopoeia of laughter used like "haha", and it was common in StarCraft matches. A common misconception holds that "kek" began as a variation of "lel", itself a variation of "lol".
During the 2016 presidential election, Kek became associated with alt-right politics. On 4chan, Kek came to be linked with repeating digits in the sequential codes assigned to posts, known as "dubs", "trips" and "quads". Users treated those patterns as if Kek could influence reality through memes. Users noticed a likeness between Kek and Pepe, and the word became associated with the ancient Egyptian frog god of darkness, also named Kek.
"Esoteric Kekism", also called the "Cult of Kek", is a parody religion worshipping Pepe. Its name references the "Esoteric Hitlerism" of the writer Savitri Devi. Its origin lies on 4chan and other chans, and the board /pol/ in particular. A Kek flag was spotted at the 2021 storming of the Capitol. In January 2025, Elon Musk briefly changed his username on X to Kekius Maximus, with a profile image of Pepe in Roman military dress, and the value of a memecoin jumped.
Kekistan is a fictional country invented by 4chan users. Since late 2016, U.S.-based alt-right protesters opposed to what they see as political correctness have used the satirical ethnicity "Kekistani". They wave a "national flag" modeled after the Nazi war flag, with green replacing red and the 4chan logo replacing the Iron Cross. A rubric for KEK stands where the swastika would be. The flag appeared at the Berkeley protests in mid-April 2017, at the Unite the Right rally in August 2017, and with Trump supporters during the January 6 attack on the United States Capitol.
Kekistanis invented a history that includes the overthrow of fictional countries called "Normistan" and "Cuckistan". They adopted the Internet personality Gordon Hurd, in his "Big Man Tyrone" persona, as president. Their national anthem is "Shadilay", a 1986 Italo disco record. The group noticed it in September 2016 because the record's name for its group, P.E.P.E., and its cover art of a frog holding a magic wand.
A variation called "Groyper", or "Easter Toad", was in use as early as 2015 and became popular in 2017. It is a rotund green creature with its chin resting on interlocked fingers. People disagree whether it is Pepe, another character of the same species, or a toad. It gave its name to the Groypers, a loose group of white nationalist activists who follow Nick Fuentes.
In August 2019, reports emerged that demonstrators in the 2019-2020 Hong Kong protests were using Pepe as a "resistance symbol". Protesters used the frog as a sign of liberty and resistance against the extradition bill and police brutality.
A new image soon spread, showing Pepe with an injured eye. It referred to a young female first aider whose eye was injured by a projectile fired by police. The incident prompted a protest campaign called "An eye for an eye". A young nurse held up a sign of the one-eyed Pepe with one of her own eyes covered, and the picture drew international media attention.
Furie replied by email to a protester. "This is great news! Pepe for the people!" he wrote.
The frog meant something different there. Pepe was not seen as tied to far-right ideology in Hong Kong, and Hong Kongers were generally unaware that white supremacists in the United States had appropriated him. A year later, in 2020, the documentary Feels Good Man told the story of the frog's origins, his capture by the alt-right, and Furie's effort to win back control of his creation.
Updated
Common questions
Who created Pepe the Frog?
Pepe the Frog was created by the American cartoonist Matt Furie. He first appeared in Furie's 2005 webcomic Boy's Club, which grew out of a Microsoft Paint zine called Playtime.
What does Pepe the Frog's catchphrase "feels good man" mean?
"Feels good man" is a line from Pepe the Frog's original Boy's Club appearance, where Pepe uses it to explain why he lowered his pants to urinate. It became his catchphrase and expresses joy, while its opposite "feels bad man" expresses sadness.
Why did the Anti-Defamation League list Pepe the Frog as a hate symbol?
The Anti-Defamation League added Pepe the Frog to its hate symbol database in 2016 because the character had been appropriated as a symbol of the alt-right white nationalist movement. The organization also said most instances of Pepe were not used in a hate-related context.
What happened when Matt Furie killed off Pepe the Frog in 2017?
On the 6th of May 2017, Free Comic Book Day, it was announced that Furie had killed Pepe off in response to the character's continued use as a hate symbol. Furie later called the comic art therapy, said it was a joke, and launched a crowdfunding campaign for a new Pepe comic.
What is a rare Pepe and how much has one sold for?
A rare Pepe is a variation of Pepe the Frog traded like a collectible, later as NFTs on the Counterparty platform. On the 26th of October 2021, a rare Pepe called PEPENOPOULOS sold at a Sotheby's auction for $3.6 million.
Why did Hong Kong protesters use Pepe the Frog?
Protesters in the 2019-2020 Hong Kong protests used Pepe as a symbol of liberty and resistance against the extradition bill and police brutality. In Hong Kong the frog was not perceived as connected with alt-right ideology, and Furie welcomed its use.
What is Kekistan in relation to Pepe the Frog?
Kekistan is a fictional country created by 4chan users, derived from "kek", a laughter term linked to Pepe the Frog. Alt-right protesters have waved its flag, which is modeled after the Nazi war flag, since late 2016.
All sources
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