Costco Guys: Big Justice

2024

Date: April-July 2024 · Place: Costco stores, USA · Figures: A.J. Befumo, father · Eric 'Big Justice' Befumo, son · Costco, unwitting brand subject · Tags: FatherSon, Retail, Chant 01. Boom or Doom A.J. Befumo and his 10-year-old son Eric, known as Big Justice, begin posting Costco shopping-trip TikToks in spring 2024. The format is consistent: father and son test products and rate them as either 'BOOM' (worth buying) or 'DOOM' (not worth buying). The chants are exaggerated, full-throated, performed at warehouse-club volume. By July 2024 the duo is everywhere. The 'look at Big Justice' chant becomes a standalone meme. Costco's PR team courts them. Multiple food brands send free product. 02. Two Tens Make a Twenty The Befumos introduce a 'two tens make a twenty' rating concept where excellence accumulates. The chant is mocked, repeated, sampled, brainrot-ified across the second half of 2024. Big Justice becomes a Macy's Thanksgiving Day Parade balloon proposal. The format is the meme. The chant carries. The kid grows up live. Sources • A.J. and Big Justice Befumo, Costco Guys uploads (TikTok, April-July 2024) • The Wall Street Journal, 'The Costco Guys Are TikTok's Newest Stars' (12 August 2024) • Variety, 'How Big Justice Became a Phenomenon' (18 September 2024)