Blade Runner 2049 was released in 2017 as Denis Villeneuve's sequel to the 1982 original, with Ana de Armas playing Joi, a holographic AI companion bought by replicant officer K. Her promise to ease his loneliness summed up the film's themes of manufactured intimacy and isolation. Clips of the exchange later spread on TikTok and edit communities, where the line was lifted from its sci-fi context and reused for romantic, lonely and cyberpunk moods, helping Joi become one of the film's most quoted characters.