How “We Don’t Talk About Bruno” From “Encanto” Became a Viral Hit

Screenshot from
Screenshot from "We Don't Talk About Bruno (From 'Encanto')" via DisneyMusicVEVO/YouTube

Encanto is the latest Disney movie taking the world by storm, and it simply wouldn’t work without “We Don’t Talk About Bruno”. It’s the biggest Disney hit since “Let It Go” and it even hit no. 4 on the Billboard Hot 100 chart, but what’s the secret behind its success?

TikTok Sensation

TikTok can be credited for many viral trends these days, and the rise of “We Don’t Talk About Bruno” is one of them. Its popularity was fueled by this social media platform, where it’s frequently used in the background of short videos. It also didn’t hurt its case that inspired many viral memes, both on TikTok and Twitter.

@theluluexperience We Don’t Talk About Bruno 🇨🇴 #encanto #disney #wedonttalkaboutbruno #cosplay #wigs ♬ original sound – Luis Lucas

Director Speaks Up

TikTok users probably latched onto “We Don’t Talk About Bruno” because it’s both musically and narratively compelling song. Lin-Manuel Miranda created a true bop with this one, and Encanto director Jared Bush has a pretty good idea why it went viral.

“Everyone is finding a different entry point, whether it’s a specific moment or character dynamic. There’s something in it for everybody and, honestly, it’s just delicious,” Bush told the New York Times.

Underdog Story

Everyone loves rooting for the underdog, and “We Don’t Talk About Bruno” is the underdog of Encanto, just like the character it was named after. Despite its viral success, don’t expect it to walk away with any Oscars since Disney only submitted “Dos Oruguitas” for best song consideration.