The line comes from the Brazilian Portuguese voiceover of League of Legends, the massively popular multiplayer online battle arena game by Riot Games, where champions and announcers trade short, punchy voice lines. Clipped from its in-game context, 'não ligo, não ligo' took on a second life as a reaction meme among Brazilian players, who send it the way English speakers send a shrug emoji. Its appeal is the deadpan repetition: saying it twice makes the indifference feel deliberate and a little theatrical, which keeps it funny years after the original recording.