Chubai: The Viral Term Defining Tacky Trends in 2026
If the sight of cafés adorned with fake floral arches, rose gold jewellery, or pasta topped with truffle shavings sends a shiver of distaste down your spine, you are not alone. A new term has emerged to encapsulate these feelings of aversion, and it is rapidly gaining traction as the word of the year for 2026. 'Chubai' is the latest buzzword used to describe anything from food and fashion to behaviours that are perceived as inherently tacky, regardless of their cost or purported luxury.
The Origins and Meaning of Chubai
The word 'Chubai' is a clever portmanteau, blending 'chopped'—a piece of Gen Z slang denoting something undesirable—with 'Dubai', to signify delusions of grandeur without substance. Although its precise origins remain somewhat murky, the term has exploded in popularity on TikTok, where users are fervently criticising a wide array of trends and items for being pretentious and lacking in genuine style.
This phenomenon serves as a cousin to the previously popular term 'cheugy', which described cringe-inducing, outdated trends from the early 2000s, such as 'Live, laugh, love' signs and tight skinny jeans. Chubai, however, focuses more on contemporary excess and superficial displays of wealth or trendiness.
What Falls Under the Chubai Umbrella?
The Chubai list is extensive and ever-growing, targeting various aspects of modern lifestyle. Here are some of the key categories and examples that have been singled out for criticism:
Fashion and Accessories
- Cartier Love rings
- Hermès Oran sandals
- Goyard bags
- Van Cleef & Arpels jewellery
- North Face puffer jackets
- Alo workout gear
- Rose gold items
- French-tipped toenails
- Russian lash extensions
- Rene Caovilla heels
- Small designer bags
- Anastasia Kingsnorth brow gel
Food and Dining Trends
- Pasta served in a hollowed-out wheel of Parmesan
- Oatly plant milk
- Truffle shavings
- Edible gold
- Cocktails with dry ice bubbles
- Instagrammable cafés like EL&N or Caffè Concerto
- Referring to brown as 'chocolate brown'
Lifestyle and Behaviours
- All-in-one ski suits
- Riding in a Tesla
- Jet skis
- Holidays in Dubai or the Maldives
- Destination hen dos
- Staged proposals, particularly in Paris
- Having a 'babymoon'
- Announcing a pregnancy on social media with a positive test in a box
- Online gender reveals
- Push presents
- Saxophone performances in nightclubs
- Reformer Pilates
- Estate agents presenting house keys in a box
- Sipping Whispering Angel rosé wine
- Maintaining cologne collections with all the original boxes
- Shopping in the food aisle at TK Maxx
- Membership at Soho House
- Using ChatGPT for trivial purposes
The Impact on Brands and Cultural Capital
Social media expert Jamie Nyqvist has highlighted the potential ramifications of the Chubai trend for brands. Taking to LinkedIn, he noted that the concept is gaining significant traction and could pose challenges for companies featured on the list.
'The idea of Chubai popped up on my FYP a few months ago, and I remember thinking, "That's going to go somewhere",' Nyqvist explained. 'A few brands that were highlighted included Oatly (perhaps oat milk in general), Soho House, Van Cleef jewellery, and Goyard bags. That led me to wonder: should Oatly be aware that it's now considered Chubai? Does Soho House know it's Chubai?'
He emphasised that while specific terminology might not be crucial, these cultural shifts are essential to consider when anticipating fluctuations in a brand's cultural capital. As trends evolve, what is deemed chic today might be labelled Chubai tomorrow, underscoring the fickle nature of public perception in the digital age.
Why Chubai Resonates in 2026
The rise of Chubai reflects a broader societal pushback against ostentatious displays and perceived inauthenticity. In an era where social media often amplifies curated lifestyles, this term serves as a critique of materialism and superficiality. It encourages a more discerning approach to consumption and self-presentation, urging individuals to seek substance over style.
As we navigate 2026, the Chubai phenomenon reminds us that true elegance and taste are not about following every trend or flaunting luxury labels, but about authenticity and personal integrity. Whether your lifestyle aligns with or avoids the Chubai list, this viral term is undoubtedly shaping conversations around what it means to be genuinely stylish in today's world.
