Momonga is a character from Chiikawa, the manga series created by Nagano that began on social media in 2020 and was adapted into an anime in 2022. The small flying squirrel is known for his spoiled, attention-seeking personality and cute vocal quirks, which fans clip and share widely online. His ushya ushya ushya noise became a favourite among fans because it sums up that smug but adorable energy in a few seconds, and editors now reuse it far beyond Chiikawa posts as a general cute reaction sound.