Roblox’s popular meme-inspired game, Steal a Brainrot (SABR), is embroiled in a legal dispute over the use of a viral character, sparking outrage among fans and raising questions about intellectual property rights in the AI era.
The game, which has shattered user records on platforms like Roblox and Fortnite, allows players to collect and steal digital creatures known as “brainrots.” These creatures are based on absurd, internet meme phenomena popular among Generation Alpha, blending surreal elements like animals fused with everyday objects. Modeled after games like Pokémon but infused with chaotic YouTube-style humor, SABR has captivated a young audience. Children form emotional attachments to their brainrots, becoming distraught when they lose them to other players—a core mechanic of the game. Meanwhile, older players often join in to troll the kids, highlighting a quirky dynamic that has propelled SABR to become one of the most downloaded titles globally.
At the center of the controversy is Tung Tung Tung Sahur, a wooden drum character with a blank, soulless expression and a baseball bat in hand. Part of the Indonesian brainrot collection, Tung Tung represents a culturally specific subset of these memes. Brainrots vary by region: Italian, Spanish, and Russian collections each feature unique entries, but breakout hits like Tung Tung achieve worldwide fame. A Google search reveals countless videos of the character racking up millions of views. One standout clip has amassed 65 million views on YouTube, earning it the 67th spot on the platform’s list of most-viewed music videos worldwide.
Created by Indonesian TikToker Noxa, who has produced dozens of brainrot characters using AI tools, Tung Tung quickly exploded in popularity. Noxa, hailed as a “modern genius” by the Italian brainrot wiki, leverages AI for content creation, as do many fans producing related media. The character’s viral success underscores the rapid spread of niche internet culture, particularly in regions like Indonesia where cultural memes resonate deeply.
The dispute erupted when Noxa, through the agency Mememtum Lab, reached out to SABR creator Sammy to discuss the character’s ongoing use in the game. According to Mememtum Lab, they did not demand removal; rather, Noxa sought a licensing agreement to formalize its inclusion. However, Sammy consulted a lawyer and proactively removed Tung Tung from SABR in early September. This decision caught many by surprise, leading to public statements from both sides.
In a TikTok post, SABR addressed the issue, stating: “Steal a Brainrot is making millions in revenue using Noxa’s work, in which we invest time and resources. We were always open for discussion and Noxa would be happy for the players to keep playing with Tung Sahur. This situation isn’t fair regarding our partners (small and big studios) who have acquired our license in all fairness.” The statement highlights the financial stakes, as SABR generates substantial income from its meme-based assets, some of which originate from creators like Noxa.
The core legal issue revolves around ownership of AI-generated content. Under current U.S. copyright law, protection requires human authorship with sufficient expressive elements. A January 2025 report from the U.S. Copyright Office clarified that generative AI outputs can only be copyrighted if a human has contributed meaningfully to the creative process. Prompts alone may not suffice, as the AI itself is seen as the primary source of creativity. Recent court cases attempting to copyright purely AI-generated works have largely failed, though the legal landscape remains fluid and varies by jurisdiction.
Complicating matters, SABR is developed by Florida-based Big Studios, operates on California-headquartered Roblox, and has licensing deals with North Carolina’s Epic Games for Fortnite integration. This multi-platform presence blurs profit attribution, especially for user-generated or AI-derived content. Experts note that while some countries may offer broader protections, the U.S. framework prioritizes human involvement, potentially leaving characters like Tung Tung in a gray area. The dispute illustrates the challenges of monetizing viral memes in a global, AI-driven digital economy, where creators, platforms, and agencies navigate uncharted legal waters.
Fan reactions have been intense and emotional, amplifying the story across social media. On TikTok, videos of teary-eyed players mourning Tung Tung’s removal have garnered millions of views. Memes depicting the character with angel wings and eulogies portray it as a fallen icon of brainrot culture. The backlash has extended to Noxa, with commenters accusing him of greed. One top comment on a video with 119 million views reads: “You did this because of your greedy ahh,” accompanied by an image of Martin Luther King Jr. crying. Misinformation has fueled fears that the entire game faces deletion, heightening the panic among its young fanbase.
The fervor peaked with a YouTuber boasting 14 million subscribers announcing a live “funeral” for Tung Tung. As of the event’s scheduling, hundreds had already queued to participate in the vigil, underscoring the character’s cultural significance. Posts on X (formerly Twitter) shared anecdotes like, “My cousin who’s in middle school said there were kids crying about this btw,” reflecting the deep emotional investment of SABR’s audience.
Despite the drama, Tung Tung’s legacy endures. Fans can still generate images of the wooden drum using AI tools, ensuring its place in internet lore. The incident serves as a cautionary tale for game developers relying on viral, user-sourced content. As AI blurs lines between creation and automation, disputes like this could become more common, prompting calls for clearer regulations to balance innovation with fair compensation.
SABR’s success—breaking records with its blend of meme absurdity and competitive stealing—demonstrates the power of Gen Alpha culture. Yet, this legal snafu reminds us that behind the fun lies a complex web of rights and revenues. Whether Tung Tung returns through a licensing deal remains uncertain, but its brief tenure in SABR has left an indelible mark on the brainrot universe.
Looking ahead, the gaming industry must adapt to AI’s role in content creation. Platforms like Roblox and Fortnite, which thrive on user-generated assets, may need updated policies to address ownership disputes. For creators like Noxa, this case highlights the value of protecting original concepts amid AI’s accessibility. As the U.S. Copyright Office continues to refine guidelines, future rulings could reshape how memes monetize in virtual worlds.
In the meantime, SABR players continue collecting other brainrots, from Italian classics to regional oddities. The game’s appeal lies in its chaotic, shareable nature, but events like Tung Tung’s removal underscore the fragility of digital fame. Fans’ passionate response—from viral memorials to live streams—shows how internet memes transcend entertainment, fostering communities bound by shared absurdity.
This saga also spotlights cultural diversity in global gaming. Indonesian brainrots like Tung Tung introduce localized flavors to international audiences, enriching SABR’s ecosystem. As brainrot collections expand, developers must prioritize ethical sourcing to avoid similar conflicts.
