Nekomata Okayu is a catgirl VTuber from Hololive Gamers, the gaming unit of the Japanese agency Hololive Production, who debuted in 2019. Her relaxed, husky voice and love of food became central to her streams, where chewing sounds and the onomatopoeia mogu mogu turned into a recurring catchphrase with fans. Clips of the phrase were cut from her streams and shared as short reaction audio on soundboards and in fan edits, where the tuturu sound and other cute anime voice clips circulate in similar ways.