Delulu is the Solulu: From Viral Catchphrase to a Decaf Dream Come True

Delulu is the Solulu: From Viral Catchphrase to a Decaf Dream Come True

You might’ve heard the word “Delulu” making its rounds on social media, but how did it become the viral TikTok sensation it is today?  The K-pop community coined "Delulu" in the mid-2000s, but don’t let the kawaii undertone fool you. Back then, it carried a more sinister connotation to describe fans whose admiration for celebrities went a little too far. 


Flash forward to the early 2020s! Thanks to younger generations, “Delulu” has gone through a renaissance as big as Beyoncé with Gen Z and Gen Alpha responsible for the light-hearted twist behind the popular phrase “Delulu is the solulu.” 


The catchy expression has become so embedded in internet culture, proving that it’s not just a fleeting trend. The saying can be translated as a feel-good mantra or positive approach to life. It has even spawned a massive manifestation movement. The roaring resurgence of “Delulu” highlights the idea that you can achieve whatever you set your heart and mind to no matter how unattainable, outlandish, or crazy it sounds as long as you believe in yourself.


A few years ago, our delulu came trululu when we decided to start the coffee company beyond our wildest dreams. We couldn't imagine TBD would grow into what it is today. 


We're proud to share our very own Delulu Decaf for those who want the taste and benefits of coffee without the caffeine (late night espresso martinis anyone?). Introducing our Peru Swiss Water coffee, a medium, specialty-grade roast, with a smooth, caramel-like finish with a hint of citrus. Decaffeinated using the Swiss Water® Process, this ensures our coffee is 100% Chemical-Free. So while you’re dreaming up that luxurious vacation or how to become the best version of yourself, pour yourself a cup, close your eyes, and get ready to transcend reality.


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