‘Aserejé,’ the song that never went away, takes over the world again

A song many people once chose as their mobile-phone ringtone has made an unexpected return. Twenty-four years after the early-2000s habit helped make it familiar, Las Ketchup’s “Aserejé” is again spreading around the world.

The latest revival began in part with “The Hawk,” a series in which Will Ferrell plays an egotistical, out-of-control golfer. His character’s phone rings with “Aserejé.” Ferrell said he chose the song from several suggestions because he found it “simply funny,” without knowing the story behind its strange chorus.

Swedish singer Zara Larsson recently expressed a similar surprise on TikTok. She learned that “Aserejé” pays tribute to the chorus of “Rapper’s Delight” by the Sugarhill Gang, one of the early songs that brought rap to a global audience.

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Simply funny.

The song’s composer, Kiko, came up with the idea while playing with his son. Its central character, Diego, enters a crowded club and asks the DJ to play his favorite song. When “Rapper’s Delight” comes on, Diego tries to repeat the English lyrics without knowing the language. The distorted words become the catchy nonsense refrain “Aserejé, ja, de je…”

The lyrics suggest that Diego may be under the influence of a substance, describing “the moon in the pupils of his eyes.” Yet the simple choreography and playful mood turned the track into a family pop phenomenon, including children’s versions. Public-relations specialist Laura Estudillo called the chorus “almost like a spell,” saying that its first seconds are enough for the body to remember the dance.

Released in 2002, “Aserejé” reached number one in more than 20 countries, including Britain. It became diamond-certified in France, earned more than 34 platinum records and went gold in Japan. Puerto Rican rapper Young Miko helped revive it by using the signature chorus in “Wiggy,” while TikTok creators, Japanese pop group RAMPAGE, Angel 22 and singer Ludwig introduced the choreography to a younger generation. The song has also been heard at MetLife Stadium during the World Cup final and performed at Sanremo by the Andalusian sisters with Elettra Lamborghini.

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The chorus is almost like a spell. The first few seconds are enough for the body to remember the choreography. It is absurd, catchy, hypnotic and completely uncontrived.