KinitoPET is an indie psychological horror game released in 2024, built around Kinito, a virtual assistant presented as forgotten late-1990s desktop software. Sam the sea anemone appears as one of Kinito's friends in its in-game world, alongside other colourful characters who make the experience seem child-friendly at first. As players and streamers shared playthroughs online, short character clips began circulating separately from full gameplay, reused in edits and compilations. Sam's lines stay popular because that innocent style clashes so clearly with the game's darker story and fourth-wall scares.