KSI, real name JJ Olatunji, built a huge audience on YouTube in the early 2010s with FIFA gaming videos before co founding the Sidemen collective in 2013 and moving into music and boxing. Clips of his unfiltered reactions have been reposted as memes for years because his expressions of confusion and frustration are easy to reuse out of context. This particular line spread through short edits and soundboards as a shorthand for being lost, and it remains popular alongside other reaction sounds that sum up a fail in a single sentence.