Demure named Word of the Year by Dictionary.com after TikTok trend goes viral

Dictionary.com announced "demure" as their Word of the Year on November 25 in a press release, referencing the viral phrase "very mindful, very demure," popularized by TikToker Jools Lebron. The word surpassed other contenders for the title, including 'brainrot,' 'brat,' 'extreme weather,' 'midwest nice,' and 'weird.'

On their website, Dictionary.com explained that "demure" describes someone as "characterized by shyness or modesty; reserved." However, Jools Lebron’s viral use of the word has expanded its definition.

The trend started on August 2 when Jools Lebron shared a TikTok video showcasing her modest work attire. The phrase, along with the video, gained immense popularity, amassing over 54 million views by November 25.

After the announcement, people reacted on Pop Base's X post, which featured a photo of Lebron and Dictionary.com's statement. Many users left humorous comments, with one referring to the competing word "brat" and claiming that 'demure' “ended” it.

“ended brat,” wrote one user.

Other reactions expressed similar sentiments. Some criticized the influence of TikTok, claiming it was “controlling the dictionary.” One user even referenced the movie *Mean Girls* with the remark to stop trying to make the word "happen."

“So tiktok is controlling the dictionary…. oh it’s over,” said one user.  

“The party ended an hour ago and he’s still here,” another quipped.  

“Stop trying to make demure happen,” commented one, quoting Mean Girls.

Others expressed dissatisfaction, calling the word “lame” and the choice “unexpected.” 

“Lame... So many more important words than that garbage...,” said one user.  

“Demure is the unexpected word of the year,” commented another.  

“Demure lasted for like a week,” a user added.