In the early 2010s, Iryna Kalamurza, who worked as an administrator for a photography studio in Kyiv, Ukraine, used her free time to practice photography and experiment with different lighting setups. During one of these sessions, she photographed Maya, her Jack Russell Terrier dog, who accompanied her while she worked. The portraits were uploaded to a digital image bank, where anyone could purchase the rights to use the photos.
Unbeknownst to her, these simple images would eventually transform into global memes, appearing on t-shirts, social media profiles, math teaching materials, and even tattoos. Fourteen years later, Iryna still receives messages from admirers of Maya, who is known by several nicknames, most commonly Ai Folou or A Folou.
The nickname gained prominence with a video posted on Twitter in 2021. This video featured various photos of Maya set to the song "I Follow Rivers" by Swedish singer Lykke Li. The term A Folou is a Portuguese adaptation of the memorable line from the song: "I-I follow, I follow you deep sea, baby".
The specific viral nature of this video, and other content, remains a mystery linked to social media algorithms. However, the video was re-uploaded to YouTube a few weeks later and also circulated on TikTok. Maya's expressive nature and the diversity of her photos led her to be chosen by both pet product brands and various types of memes, showcasing countless variations in poses and expressions.
In Brazil, the resemblance of Maya's portraits to the stereotypical caramel mixed-breed dogs, which have become a recent national symbol, may have contributed to her popularity. This similarity generated numerous posts from people who found "A Folou dogs" on the streets or in advertisements.
For a long time, the origin of the photos was not questioned, which might explain why Maya is often referred to as a male dog, A Folou. Given the vast amount of memes and adorable animals displayed daily, it is difficult to discern which are real, especially in the age of generative artificial intelligence. Iryna recounted the initial shock in 2021 upon receiving emotional messages from strangers praising her dog, as her digital success was previously limited to a discreet Instagram account.
In an interview with Super, the photographer described the feeling as "quite surreal," mentioning that she received kind and moving messages from visibly emotional people. She commented that it is simultaneously strange and beautiful that individuals from another continent express such positive words about her dog.
Currently, the photographer resides in Barcelona, Spain. Both Spanish and Ukrainian friends find it difficult to comprehend the magnitude of Maya's success in Brazil. Although there are many memes, some are ephemeral, while others persist for years, changing meaning and becoming cultural phenomena.
Brazil ranks second globally in internet users, only behind South Africa, characterizing the country as a constantly connected nation. This explains, for example, the use of an image of a "'A A FOLOU' dog" by a math teacher on TikTok to capture students' attention and teach concepts like factorials.
Iryna stated that at least five people expressed a desire to immortalize Maya/A Folou through tattoos, declaring that she has become "a symbol, part of pop culture." She clarified that while low-quality versions can be obtained for free, she does not mind unlicensed use for meme purposes; her concern is improper commercial use by brands.
In 2022, Maya also became a meme in other parts of the world, this time associated with the song "Summer" by Calvin Harris, gaining the name Wenomechainsama. This term is a phonetic simplification of the phrase "when I met you in the Summer," allowing for phonetic reading in English. The meme became so popular that Calvin Harris shared a version with a fan at a concert.
Iryna guaranteed that Maya was a cheerful, companionable, and adventurous animal, hiking in various places. Her favorite photo is one that captures the two observing the landscape after a walk in the Ukrainian Carpathians, a location considered the highest point in Ukraine. Unfortunately, the dog passed away in April 2026, at the age of 16.
After Maya's death, Iryna pondered whether the memes and products featuring her image would complicate her grieving process. However, she concluded that the connection provided by these phenomena was therapeutic, as she appreciates the positive impact Maya has, keeping her alive through the joy she brings to people.