KinitoPET is an indie psychological horror game released on Steam in 2024, built around Kinito, a virtual assistant who becomes increasingly controlling. Sam is one of the companion characters introduced as part of Kinito's friendly virtual world, presented as a sea anemone with an upbeat personality. Clips of Sam and the other companions were shared by players on YouTube, TikTok and soundboards as the game spread through let's plays and horror edits, and individual voicelines became popular separate from full gameplay because their cheerful tone works out of context.