Milton Leite is one of Brazil's most recognisable sports narrators, known for his humorous style and repeated catchphrases during football broadcasts on Brazilian television. Que beleza became one of the phrases audiences most associate with him, used when a player produced something skillful or beautiful. Short excerpts of his commentary later circulated widely on Brazilian social media, in WhatsApp groups and football fan edits, where the line was detached from its original match and reused as a standalone reaction for any impressive moment.