Who owns ‘brain rot’?: inside the international legal drama over a beloved meme

An international legal battle is unfolding over 'Tung Tung Tung Sahur' (Triple T), a popular character from the 'Italian brain rot' video genre. Created in 2025 by an Indonesian teenager using OpenAI’s image-generation tools, the character has become a global viral sensation. A dispute has emerged between Mementum Lab, representing the creator, and Do Big Studios, which featured the character in a Roblox game. The core of the conflict centers on whether AI-generated content qualifies for copyright protection. While Mementum seeks to protect the creator's economic rights, Do Big Studios argues that the character lacks sufficient 'human authorship' due to the minimal effort involved in the prompting process. This case highlights the growing tension between AI-assisted creativity and traditional intellectual property laws, as courts struggle to define ownership in an era where memes can achieve instant global reach.