The phrase comes from everyday Russian speech and spread online as a short reaction clip rather than from a single famous film or show. Its appeal is the universal joke of hearing someone eat loudly off camera and calling them out. The transliteration kto tam khrumkaet helped it travel beyond Russian speaking audiences on meme soundboards and short video platforms. Creators keep reusing it because the curious delivery works for humans and pets alike, and the crunch itself provides a built in punchline without extra explanation needed.