I used to be a startup engineer—the kind who kept leveling up, moving fast, solving things, getting praised for being “high performance.”
The company grew.
My responsibilities grew.
My salary grew.
My stress grew faster.
And then the insomnia hit.
At first it was just hard to sleep.
Then it was hard to think.
Then my heart raced every time I opened my laptop.
Eventually, the thing I feared most happened:
I couldn’t work anymore.
Not “didn’t want to.”
Couldn’t.
My mind and body simply stopped cooperating.
Call it burnout, anxiety disorder, whatever label you want—
all I knew was that the machine of “productivity” had finally broken me.
And when I stepped away from work, I lost everything that made me feel like a real adult:
my job, my income, my identity, my sense of worth.
So there I was—an ex-engineer with no energy, no career, no direction.
And weirdly… it was kind of funny.
Because once the panic faded, I looked around at my new life and thought:
Wait… this is it?
This is the collapse everyone’s afraid of?
It’s not even that bad.
I took naps like a pro.
Made coffee slowly.
Walked to pick up my kids.
Did absolutely nothing for hours.
And somehow felt more human than I ever did in a meeting.
That’s when it hit me:
Maybe the problem was never me.
Maybe the world—and its obsession with endless growth—
is the one that’s broken.
Capitalism, hustle culture, tech hype,
overinvestment in AI,
the pressure to always “be better”—
all of it started to look incredibly stupid.
So I made a decision:
If the world is going to be this ridiculous,
I’m going to laugh at it.
And laugh at myself too.
And that’s how Booby started.
Not as a business.
But as a survival instinct.
I began creating stupidly fun things:
gummies, candies, ramen, T-shirts—
products that make the chaos feel lighter, softer, and slightly more absurd.
Not “performance food.”
Not “productivity tools.”
Just things that help you survive modern life with humor.
Booby turns the world’s bullshit into snacks.
Because if we can laugh at the mess,
we can live in it.