Inês Brasil is a Brazilian singer and internet personality who became a national meme after her audition video for Big Brother Brasil went viral in 2013. Her exaggerated expressions, improvised songs and repeated catchphrases were clipped, remixed and shared across YouTube, Facebook and later WhatsApp and TikTok. Ai que delícia became one of her most reused lines because it fits almost any pleasurable moment, from food to compliments. More than a decade later the phrase is still recognised across Brazil as shorthand for joyful, over the top approval.