The phrase comes from everyday Turkish slang, where noluyo is a casual, compressed way of saying what is happening. Short reaction clips built around familiar spoken phrases spread widely on meme soundboards and in short video edits because they need no setup to be understood by Turkish speaking audiences. This one stays in use for its speed and tone rather than a specific scene, appearing in compilations, gaming edits and chat soundboards as a quick marker of disbelief that works even when the viewer only catches the intonation.