The phrase circulated online in the early 2020s as a short viral voice meme, most often spelled Ambatukam, with Ambatukang appearing as a common variant on soundboards and in search. Clips were reposted across TikTok, YouTube shorts and meme pages, where editors isolated the most exaggerated repetition and reused it out of context. Its appeal does not depend on understanding the phrase, which helped it travel between languages and communities. It remains in rotation alongside other reaction sounds because the delivery alone signals mock shock and overblown disbelief.