The clip is linked to Nusret Gökçe, the Turkish chef who became a global internet figure as Salt Bae through his flamboyant steakhouse videos and signature salt sprinkle. The Turkish phrase çıtır çıtır is used to describe something crispy, which makes it a natural fit for food content. As short cooking clips and reaction edits spread across social platforms, the phrase travelled with them, often detached from any single video. It remains popular because it is instantly recognisable, easy to place over food, and adds humour without needing translation.