The phrase itself is long-established French slang for not caring, and it circulates online as a short reaction clip rather than as a line tied to one famous film or television moment. On soundboards and in short-form edits it is picked up by French-speaking creators and by viewers who recognise the tone even without translating every word. Its staying power comes from its bluntness and brevity: at just over seven seconds it fits neatly at the end of a joke, a rant or a failed argument, giving creators a quick, instantly understood way to signal indifference.