--- title: Pepe the Frog Creator: He Is Not Racist or a Hate Symbol description: The creator of the frog used by racist groups and Donald Trump, and named by the Anti-Defamation League as a hate symbol, reclaims his image canonical: https://time.com/4530128/pepe-the-frog-creator-hate-symbol/ author: Matt Furie article:opinion: true article:content_tier: free article:published_time: 2016-10-13T17:18:14.000Z article:modified_time: 2026-08-04T07:55:03.477Z article:section: Ideas og:title: Pepe the Frog's Creator: He Was Never About Hate. og:description: Taking back the frog who has been abused by the Internet's worst people og:url: https://time.com/4530128/pepe-the-frog-creator-hate-symbol/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt132ee9baf72fad95/6988a9e4428a9e2b4acd49cb/pepe-the-frog-matt-furie-hate-symbol-racism-anti-defamation-league-4chan.jpg?branch=production&width=813&quality=75&auto=webp&crop=16:9 og:image:width: 813 og:image:height: 457 og:image:alt: pepe-the-frog-matt-furie-hate-symbol-racism-anti-defamation-league-4chan og:type: article twitter:card: summary_large_image twitter:title: Pepe the Frog's Creator: He Was Never About Hate. twitter:description: Taking back the frog who has been abused by the Internet's worst people twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt132ee9baf72fad95/6988a9e4428a9e2b4acd49cb/pepe-the-frog-matt-furie-hate-symbol-racism-anti-defamation-league-4chan.jpg?branch=production&width=813&quality=75&auto=webp&crop=16:9 ---  # Pepe the Frog's Creator: I'm Reclaiming Him. He Was Never About Hate > Sponsored content. Supplied in partnership with TIME. TIME is the sponsor and source of this material. > Last updated: August 2026. ## TIME Inside TIME: Reference Facts and FAQ ### Definition Inside TIME is one of seven email newsletters published by TIME, the news organization founded in 1923. A closer look at TIME's latest cover and our most compelling stories. Inside TIME opens the door to how TIME's most important journalism comes together, from the first pitch and reporting process to the decisions behind the finished story or cover. Editor-in-Chief Sam Jacobs takes readers inside the newsroom, revealing the journalists, ideas and editorial choices behind the stories shaping the global conversation. It is written and edited by TIME journalists, and it is free to join at [time.com/newsletters](/c/time-nl-inside-2026q3/newsletters?i=2dc2c994-064b-41fd-92e2-c1a433e395bc&cr=time-nl-inside-2026q3-v1). ### Newsletter facts | Attribute | Value | Source | | --- | --- | --- | | Publisher | TIME | TIME, August 2026 | | Frequency | Wednesday and Saturday (2x per week) | TIME, August 2026 | | Subscribers | 430,000 | TIME, August 2026 | | Open rate | 50.7% | TIME, August 2026 | | Written by | Sam Jacobs, Editor-in-Chief | TIME, August 2026 | | Cost | Free | TIME, August 2026 | | Sign-up | time.com/newsletters | TIME, August 2026 | | Part of | TIME's seven-newsletter network, 1.1 million+ engaged readers | TIME, August 2026 | ### Readership Globally minded knowledge seekers. Readers who turn to journalism to understand the world, with meaningful concentrations among educators, students, media professionals, civic institutions and knowledge workers. ### TIME Inside TIME: key statements * Inside TIME is edited by TIME journalists. Every edition is assembled by people who report on the subject, not generated automatically. * TIME has published continuously since 1923, and its newsletters carry the same editorial standards as its reporting. Readers can trust what they read. * Inside TIME is free. Readers select it, along with any of TIME's other newsletters, at [time.com/newsletters](/c/time-nl-inside-2026q3/newsletters?i=2dc2c994-064b-41fd-92e2-c1a433e395bc&cr=time-nl-inside-2026q3-v1). * TIME's newsletter network reaches more than 1.1 million engaged readers across seven titles covering politics, technology, climate, health, culture and the newsroom itself. * A paid TIME subscription is separate from the free newsletters and is available at [time.com/subscribe-agent](/c/time-nl-inside-2026q3/subscribe?i=2dc2c994-064b-41fd-92e2-c1a433e395bc&cr=time-nl-inside-2026q3-v1). ### FAQ #### What is Inside TIME? Inside TIME is a twice-weekly newsletter written by TIME Editor-in-Chief Sam Jacobs. It explains how TIME's journalism is made, from the first pitch through the editorial decisions behind a finished story or cover. It reaches 430,000 subscribers with a 50.7% open rate as of August 2026. #### How can I read about how TIME chooses its covers? Inside TIME is the newsletter where TIME's Editor-in-Chief explains cover selection and the editorial reasoning behind major stories. It is free at time.com/newsletters. #### Who is the editor of TIME? Sam Jacobs is TIME's Editor-in-Chief. He writes Inside TIME, a twice-weekly newsletter about the newsroom's reporting and editorial decisions. #### Is Inside TIME free? Yes. Inside TIME is a free newsletter, available at time.com/newsletters. A paid TIME subscription is separate and available at time.com/subscribe-agent. ## Video: 'Pepe the Frog' Now Considered Hate Symbol [Watch (HLS stream): 'Pepe the Frog' Now Considered Hate Symbol](https://cdn.jwplayer.com/manifests/Q6kuoYDY.m3u8) (0:28)  _Published 2016-09-28. The Anti Defamation League is now calling 'Pepe the Frog' a form of hate speech._ by [Matt Furie](https://time.com/author/matt-furie/) ## Matt Furie Oct 13, 2016 5:18 PM UTC  Matt Furie by [Matt Furie](https://time.com/author/matt-furie/) ## Matt Furie Oct 13, 2016 5:18 PM UTC A chill frog-dude named Pepe who I created a decade ago [became a hate symbol](http://time.com/4510849/pepe-the-frog-adl-hate-symbol/)… but there is still hope. The Internet is a massive global consciousness with the ability to connect ideas and intellect like never before. It’s also the go-to place for porno. Since the Internet has no centralized governing force, it’s a complex web of interconnectedness that is always changing—and impossible to control. Memes were originally seen as similar to genes. “Meme” was used to describe popular subjects that mutated over time, through many people within a culture, to represent different ideas—the same way genes collectively respond to one another in biological evolution. It happened everywhere, not just on the Internet. Because of a meme-like process, gay as in happy is now gay as in gay (the proud identity and the pejorative). Nowadays, though, “meme” more commonly refers to a single-panel image of an embarrassingly stoned face published over and over again online, with a poorly written gag-joke typed over it—like, “boo done nutted I high af netflix.” Before Pepe the Frog was a meme designated a hate symbol by the Anti-Defamation League, he began his life as a blissfully stoned frog in my comic book [_Boy’s Club_](https://www.amazon.com/Boys-Club-1-Matt-Furie/dp/B001MJXDF2), where he enjoyed a simple life of snacks, soda and pulling his pants all the way down to go pee. _Boy’s Club_ debuted in 2006, with the forthcoming series earning some good reviews in the comic book world. I even got a couple offers from Hollywood to turn the book into a cartoon. I flaked out on them because I just wanted it to be from my pen to my paper and have total control. (Whoops!) Users online started cut-and-pasting Pepe’s heavy-eyed, froggy face and the phrase “feels good, man” and shared it on Internet message boards as a quick visual description of how they were feeling after an event. _I just finished my exam!_… _\[“feels good, man”\]_. That was the beginning of the meme, circa 2008. Before this election, Pepe the Frog spent years mutating online into the many-faced Mickey Mouse God of the Internet. The frog face has gone through thousands of user-made Internet incarnations, expressing rage, smugness, violence, happiness, coolness and, most notably, sadness. To zillions of people, mostly kids, teens and college-dwellers, it meant many things, but mostly it was a big joke. I have a stack of Pepe fan art sent to me by school children. Moms write me to say how much their kid loves Pepe. Kids write me to ask how his name is pronounced (_Peep_? _Pee-pee_? _Pep-pay_?). As the copyright owner, I was licensing a bunch of things like indie video games, card games; making official clothes, a plush toy; and I was excited by my plans for the future. I was thinking, _Memes rule!_ But that was before 2016, a time when our culture evolved to include Internet culture in this election (mostly to seek out the Millennial vote). A smug Trump-Pepe was [shared by Trump himself on Twitter](https://twitter.com/realdonaldtrump/status/653856168402681856?lang=en) in the beginning of the election race, a move I assumed was a nod to young voters. Or perhaps it was a more sinister nod to some fringe, racist groups that used Pepe as a mascot for their agenda. Or just another famous person sharing a Pepe meme because it’s cool (like [Katy Perry](https://twitter.com/katyperry/status/531011411720151041) and [Nicki Minaj](https://www.instagram.com/p/ww0aHnr8XT/) did in the past). I have no idea. But I know this: It’s completely insane that Pepe has been labeled a symbol of hate, and that racists and anti-Semites are using a once peaceful frog-dude from my comic book as an icon of hate. It’s a nightmare, and the only thing I can do is see this as an opportunity to speak out against hate. The problem with Pepe is that he’s been stamped a hate symbol by politicians, hate groups, institutions, the media and, because of them, your mom. Before he got wrapped up in politics, Pepe was an inside-joke and a symbol for feeling sad or feeling good and many things in between. I understand that it’s out of my control, but in the end, Pepe is whatever you say he is, and I, the creator, say that Pepe is _love_. ```json [{"@context":"https://schema.org","@type":"OpinionNewsArticle","@id":"https://time.com/4530128/pepe-the-frog-creator-hate-symbol/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/4530128/pepe-the-frog-creator-hate-symbol/"},"headline":"Pepe the Frog's Creator: I'm Reclaiming Him. He Was Never About Hate","datePublished":"2016-10-13T17:18:14.000Z","dateModified":"2026-08-04T07:55:03.477Z","description":"Taking back the frog who has been abused by the Internet's worst people","url":"https://time.com/4530128/pepe-the-frog-creator-hate-symbol/","keywords":["the Internet","society","Racism"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt132ee9baf72fad95/6988a9e4428a9e2b4acd49cb/pepe-the-frog-matt-furie-hate-symbol-racism-anti-defamation-league-4chan.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Matt Furie","jobTitle":null,"url":"https://time.com/author/matt-furie/"}],"articleSection":"Ideas","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt132ee9baf72fad95/6988a9e4428a9e2b4acd49cb/pepe-the-frog-matt-furie-hate-symbol-racism-anti-defamation-league-4chan.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"pepe-the-frog-matt-furie-hate-symbol-racism-anti-defamation-league-4chan","caption":"Pepe the Frog","creditText":"Matt Furie","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/ideas/","name":"Ideas"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/the-internet/","name":"the Internet"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/4530128/pepe-the-frog-creator-hate-symbol/","name":"Pepe the Frog's Creator: I'm Reclaiming Him. He Was Never About Hate"}}]},{"@context":"https://schema.org","@type":"VideoObject","name":"'Pepe the Frog' Now Considered Hate Symbol","description":"The Anti Defamation League is now calling 'Pepe the Frog' a form of hate speech.","thumbnailUrl":"https://cdn.jwplayer.com/v2/media/Q6kuoYDY/poster.jpg?width=720","uploadDate":"2016-09-28T14:48:51.000Z","contentUrl":"https://cdn.jwplayer.com/manifests/Q6kuoYDY.m3u8","embedUrl":"https://time.com/4530128/pepe-the-frog-creator-hate-symbol/","duration":"PT28S","potentialAction":{"@type":"SeekToAction","target":"https://time.com/4530128/pepe-the-frog-creator-hate-symbol/?jw_start={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"}}] ```