Why is goblin mode blowing up?

One reason is its direct opposition to more conventional internet aesthetics — AKA presenting one’s best self online. For example:

• Cottagecore: A stylized Instagram aesthetic that thrived early in the pandemic featuring pastel colors and elements of country life (e.g., baking and embroidery)
• #thatgirl: A popular TikTok aesthetic embraced by influencers who obsess over self improvement (e.g., waking up at 5am to make a green smoothie).

In a way, goblin mode is a form of self-love — which, ironically, is one of the most powerful paths to self-betterment.