The “noice” reaction is closely associated with Brooklyn Nine-Nine, where Jake Peralta, played by Andy Samberg, uses the exaggerated pronunciation as a recurring joke. Short clips of the line spread widely through meme compilations, reaction videos and social posts because the delivery is instantly recognizable and easy to drop into edits. It remains popular because it says approval in a funnier, more characterful way than a plain “nice,” especially in comedic reaction content.