The phrase was popularised by comedian Steven He in his YouTube and TikTok skits from 2021, where he played an exaggerated dad character reacting to failure and disappointment. A clipped shout from those sketches spread as the emotional damage meme, first in short remixes and gaming edits, then across reaction videos where any insult or setback needed an over the top response. Its short length and clear delivery kept it reusable, and it remains a standard reaction sound for mock hurt and dramatic embarrassment online today.