The UFC is full of iconic one-liners. From Conor McGregor’s “red p**ty night” to Nate Diaz’s “I’m not surprised,” fighters know how to brand themselves. Yet in recent years, no word has caught fire quite like Alex Pereira’s terrifying chant: “Chama.”

The Brazilian knockout artist has turned the word into his battle hymn. Fans chant it at arenas. Fighters repeat it in interviews. Pereira stamps it on shirts. But what does “Chama” really mean? And why does he so often follow it with the puzzling question—“Chama or no Chama?” Let’s break it down.

What does the viral word ‘Chama’ mean?

For most English-speaking fans, “Chama” sounds like an inside joke. Alex Pereira speaks in Portuguese, often with an interpreter, but when that one word leaves his mouth, no translation is needed. So what does it actually mean? According to the Cambridge Dictionary, the word ‘Chama’ actually means ‘Flame’ or ‘Inspiration’ in Portuguese. However, the Brazilian uses the word as slang, to denote agreement or acknowledgment—something like ‘let’s go’ before a big game or performance, very similar to the Hawaiian ‘Shaka’ gesture, which has become synonymous with surf and skate communities across the world.

After defeating Jamahal Hill, he fired back at Hill’s trash talk with the now-iconic line: “You reap what you sow, Chama.” In that moment, “Chama” wasn’t just a catchphrase. It was a signature stamp, a symbol that carried both pride and punch.

Why does Alex Pereira say ‘Chama or no Chama’?

As part of his catchphrase, Alex Pereira has made it a habit to ask people, “Chama or No Chama?” The word itself is synonymous with the Brazilian juggernaut, with fans always chanting the same in the presence of ‘Poatan’.

But what is ‘Chama or No Chama’? If you thought game show, then you’re half right. It was indeed a game Alex Pereira played with Sportsnet where he was asked to answer if he was onboard with something or not—’Chama’ signifying approval, and ‘No Chama’ signifying the opposite. When it came to packaged milk, it was a ‘No Chama’ for him. When it came to Justin Bieber, he was ‘Chama’ all the way.

‘Poatan’ has also spoken about the catchphrase during UFC 303 media day. He said, “I am happy to be creating this, kind of, movement. I’ve been putting it on my shirts, I’ve been doing my stuff. To have people supporting me and saying ‘Chama’ wherever I go, wearing the shirts and everything, it’s very cool.”

As UFC 320 approaches, “Chama” will echo louder than ever. Pereira steps into a high-stakes rematch with Magomed Ankalaev. But will the flame carry him past the Russian contender and lead him to redemption?