Sheldon J. Plankton is the tiny villain of Nickelodeon's SpongeBob SquarePants, which first aired in 1999. He runs the failing Chum Bucket restaurant across from the Krusty Krab and spends most episodes scheming to steal the secret Krabby Patty formula. Because he is small, unlucky, and almost always defeated, fans turned his name into an ironic chant, treating him like a powerful ruler despite his failures. The phrase spread through SpongeBob memes, edits, and soundboards, where it works as a quick joke about misplaced confidence and unearned glory.