The Cheese Touch is a legendary social curse originating from Jeff Kinney's book series 'Diary of a Wimpy Kid' and its subsequent film adaptation. It centers around a piece of moldy Swiss cheese rotting on a school playground; anyone who touches it becomes a social pariah until they pass the 'touch' to another person by poking them. In internet culture, the meme is often used to represent something undesirable, infectious, or a person that everyone is trying to avoid. It gained significant traction as a nostalgic reference among Gen Z and Millennials, frequently appearing in short-form videos and image macros to humorously depict social anxiety or the 'cooties' dynamic in adult contexts.