The clip is associated with MrBeast, the online name of Jimmy Donaldson, whose videos centre on large scale challenges, giveaways and food tasting segments. A short pleased reaction was isolated from that style of content and began circulating on its own as a reusable meme sound. Instead of needing the original scene, editors use the yum to tell the whole story in seconds. It keeps being reused because the meaning is instant, the tone is family friendly, and it works for serious tastings, ironic snack reviews and exaggerated reactions to homemade food alike.