'Disaster Girl' Cashes In Big Nearly Two Decades After Viral Meme Fame

Ever wondered if internet fame from a meme could actually pay off? One of the most iconic faces from early meme culture, known as 'Disaster Girl', found a way to turn a viral photo into a major payday nearly 20 years later.

Zoë Roth, the girl behind the widely shared image of a child smirking in front of a burning house, decided in 2021 to cash in on her meme fame. At just four years old when the photo was taken, Roth became a symbol of mischief online, with the image often used to depict chaotic or destructive scenarios—implying she may have been the one behind the fire.

The picture, captured by her dad, Dave Roth, during a controlled fire in their hometown of Mebane, North Carolina, in 2005, initially gained attention after winning a photo contest in 2008. But its true fame came when it spread across the internet as a meme.

​Years later, while Roth was in college, she opted to sell the original photo as an NFT (non-fungible token)—a digital asset certifying ownership of the image. She auctioned it for 180 Ethereum, a cryptocurrency that was worth approximately $473,000 (£341,000) at the time.

​What’s more, the NFT included terms allowing Roth and her family to retain copyright and earn 10% from any future resale.

The meme has since been adapted in countless creative ways by internet users, with celebrities, fictional characters, and real-world events photoshopped into the background of the burning house.

In an interview with The New York Times, Roth said she enjoys seeing the many interpretations of the meme, even if she wouldn't have thought to make them herself. “It’s amazing to see how creative people are,” she said.

The profits from the sale have been shared among her family. Zoë noted the money will help her pay off student loans, and a portion is being donated to charity.

​Reflecting on the experience, she said: “It’s one thing to go viral, but for people to keep using and sharing my photo all these years later—it’s just wild. I’m so grateful for it all.”