You’ve seen the videos. The "Boom" and the "Doom." The massive double-chunk chocolate cookies and the chaotic energy of a father and son roaming the aisles of a warehouse store. Most people know him as "Big Justice," the energetic kid who has basically become the face of Costco-themed viral content. But his legal name is Eric Justice Befumo, and the story of how he got that name—and how he ended up in front of millions of screens—is a lot more interesting than just rating meatballs.
The "Big Justice" thing isn't just a random nickname. It’s actually a direct hand-me-down from his dad’s past life. Long before TikTok existed, Andrew "A.J." Befumo was a professional wrestler. He wrestled under the name "The American Powerchild" Eric Justice. Honestly, it’s a classic wrestling name—loud, slightly over-the-top, and very Jersey. When Eric was born in 2013, A.J. decided to give his son his own wrestling stage name as a middle name. So, Eric Justice Befumo was born with a "gimmick" already in his DNA.
The Viral Wave Nobody Predicted
The Befumo family didn’t just wake up one day and decide to be the "Costco Guys." It was a weird, slow burn that started with a mortgage business. A.J. was working as a regional manager for a mortgage company and started a TikTok account called "Mortgage Muscles" to try and make home loans interesting. You can imagine how that went. It wasn’t until Eric asked to be in a video—specifically one where they were just eating a burger—that things started to shift.
People liked the dynamic. It was hokey, sure. Some people called it "cringe." But in a world of overly polished influencers, there was something genuinely funny about a buff dad and his kid acting like Costco was the eighth wonder of the world.
The real explosion happened in early 2024. They posted a video shopping for meatballs for Eric’s mom, Erika, and the internet just latched onto it. Then came the "We’re Costco Guys" trend. It was everywhere. By the summer of 2024, they weren't just two guys from Boca Raton anymore; they were a legitimate brand. They signed with Night Media (the same company that represents some of the biggest YouTubers in the world) and A.J. actually quit his mortgage job to do this full-time.
The Weight of Being "Big Justice"
It’s not all "Booms," though. When a kid becomes that famous that fast, things get complicated. There’s been a lot of talk lately about the ethics of "kidfluencers." Eric is only 12 or 13 depending on when you’re reading this, and his life has changed in ways most of us wouldn't want.
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Reports from outlets like Truth in Advertising have pointed out some of the weirder sides of this fame. For one, Eric had to leave traditional school. Apparently, he was getting swarmed by classmates so much that it just wasn't safe or practical anymore. Now he does the tutor thing. Even going to a mall has become a "situation" because of the crowds.
Then there’s the content itself. You’ve probably noticed they’ve moved beyond just Costco. They’re doing mystery Pokémon card rips, promoting protein-heavy meal plans from companies like Eat Clean Bro, and even getting into the wrestling ring. While it looks like a blast on camera, some experts worry about the sheer volume of sponsored content being aimed at kids. For instance, some of those "customized meal plans" were clocking in at nearly 50 grams of protein in a single meal—way more than a 10-year-old typically needs.
Why the "Boom" Works
So, why do people keep watching? Honestly, it’s the consistency. The Befumos figured out a formula and they stick to it. Every product gets a rating. If it's good, it's a "Boom." If it's bad, it's a "Doom." It’s simple, it’s loud, and it’s easy for kids to replicate.
They’ve also built a "cinematic universe" of sorts. You’ve got:
- A.J. (The Dad): The high-energy former wrestler who brings the "PowerBOOM."
- Big Justice (Eric): The heart of the operation.
- The Rizzler (Christian Joseph): Their viral collaborator who basically broke the internet.
- Cousin Angelo and Mother Justice: The supporting cast that makes it feel like a family affair.
They even leaned back into A.J.'s wrestling roots. In late 2024, A.J. actually made his debut for All Elite Wrestling (AEW) as "Big Boom AJ." Eric was right there in the front row, and at one point during a Coastal Championship Wrestling match, he even hit a spear on an opponent. It’s like the "Eric Justice" name has come full circle.
The Reality of the "Boom Meter"
Critics love to point out that almost everything seems to be a "Boom." On Twitter (or X, whatever we're calling it now), people joke that they’d give a cardboard box a "Big Boom" if it had a Costco logo on it. But that’s sort of the point. The brand is built on relentless positivity. In a landscape where most of the internet is just people complaining, there’s a massive audience for a kid and his dad getting genuinely hyped about a rotisserie chicken.
But we have to look at the "Doom" side, too. The comment sections on these videos can be a nightmare. Because Eric is a minor, he’s exposed to a lot of weirdness that his parents have to filter out. It’s the classic trade-off: huge fame and money vs. a "normal" childhood. A.J. has defended the lifestyle in interviews, saying they’re just giving the audience what they want and building a future for the kids.
Actionable Takeaways for the "Costco Guys" Phenomenon
If you’re looking at Eric Justice Befumo’s rise as a blueprint for social media, there are a few real lessons here:
1. Lean into the "Cringe"
The Befumos didn’t stop when people called them "cringe." They leaned in. If people think you're hokey, be the hokiest version of yourself. Authenticity (even if it's a loud, performative version) usually beats trying to be "cool."
2. Create a "Catchphrase" Ecosystem
The "Boom Meter" is genius because it’s interactive. Fans can use it in their own lives. If you’re building a brand, you need a shorthand that people can adopt.
3. Diversify Early
They didn't just stay the "Costco Guys." They moved into music with "We Bring the Boom," they did Cameos (charging upwards of $150 a pop), and they jumped into wrestling. Don't let a single platform or niche own your entire identity.
4. Watch the "Kidfluencer" Trap
If you're a parent looking to do this, be aware of the burnout and the privacy issues. The Befumo story shows that while you can make millions, the "cost" often involves losing the ability to go to the grocery store or a regular school.
At the end of the day, Eric Justice Befumo is a kid who became a meme, then a brand, and now a full-blown entertainment entity. Whether you love the "Boom" or find it exhausting, you can't deny that the "American Powerchild" legacy is alive and well in the aisles of Costco.