Pie eating contests have long been a staple of fairs, festivals and charity fundraisers, where the spectacle is as much about the mess as the winner, and that familiar chaos has made the sound a useful shorthand online. Creators use it to signal a food challenge, a race against the clock or a deliberately silly competition, often in short comedy clips, reaction videos and party montages. Because the eating, cheering and laughter are instantly recognisable, it works even without visuals, giving editors a quick way to set a playful, competitive mood.