Abstract: This paper explores the cultural phenomenon of meme and hugot culture in the Philippines, examining its roots, evolution, and enduring relevance in digital spaces. Combining humor and emotional depth, memes and hugot lines have become tools of storytelling, resistance, and identity-making. Drawing on digital ethnography, media analysis, and sociolinguistic perspectives, this study traces how these two expressive forms shaped Filipino online behaviour, influenced language, and transformed communication across social, political, and psychological contexts. The paper investigates key influencers, critical milestones, and the wider implications of this trend on contemporary Philippine society.