The "They Don't Know" meme features a character standing at a party, thinking, "They don't know I..." followed by a personal or humorous secret. The character feels isolated or superior due to their hidden knowledge. Originating from a 2014 Rage Comic, the meme resurged in late 2020, with variations on Twitter and Reddit. Users create versions highlighting niche interests or obscure facts, creating a relatable or comedic contrast between the character's thoughts and the oblivious partygoers. Its appeal lies in the universal experience of feeling misunderstood or having unique knowledge in social settings.
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