'Pookie' is more than a pet name. TikTok's new favorite word is rooted in a rich cultural history.

Campbell and Jett Puckett are a popular social media couple who rose to fame through their content on TikTok. They often share glimpses of their luxurious lifestyle and love for each other, but what sets them apart is their endearing use of the term “Pookie.”

In a video that has garnered over 9.1 million views, Jett affectionately refers to Campbell as “Pookie” during a Friday night outing, which resonated deeply with online audiences.

Following this, their fans embraced the term, with many referring to Campbell as Pookie in the comment sections of their posts. The use of “Pookie” carries a significant history, stretching from Garfield comics to the deep South, and now, permeating social media platforms like TikTok.

Nicole Holliday, an associate professor at Pomona College, highlighted how terms of endearment like “Pookie” offer insight into the dynamics of relationships and foster a sense of intimacy between content creators and their audience.

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The viral spread of the term led viewers to delve into the couple’s past, revealing details about them. Despite facing challenges, Campbell and Jett’s influence on popular culture is undeniable as they popularized the term “Pookie.”

According to Know Your Meme, “Pookie” gained traction on TikTok in the early 2020s, becoming associated with content creators like @JayRScotty and @444Pray, who played a pivotal role in its rise to prominence.

While Black communities have historically used “It’s OK, Pookie” in a light-hearted manner, the term took on a new dimension when embraced by Jett and Campbell, signifying a genuine expression of affection and love between them.

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Despite its recent surge in popularity, “Pookie” has deep roots that extend back to communities in the South since the 1930s, transcending racial boundaries and reflecting shared linguistic elements between different cultural groups.

The evolving use of “Pookie” online exemplifies how digital spaces can reshape traditional language expressions and propagate them to a wider audience, blurring the lines of cultural appropriation.

As technology continues to influence language trends, “Pookie” stands as a testament to the adaptability and evolving nature of online vernacular, paving the way for future linguistic phenomena.

Elena Cavender

Elena is a tech reporter and the resident Gen Z expert at Mashable. She covers TikTok and digital trends. She recently graduated from UC Berkeley with a BA in American History. Email her at[email protected]or follow her@ecaviar_.