The phrase comes from Love Live School Idol Project, the multimedia idol franchise that launched its anime in 2013. Nico Yazawa, a third year member of the school idol group μ's, introduces herself with Nico Nico Nii while making a signature pose, presenting it as her personal catchphrase. Clips spread through anime edits, rhythm game communities and soundboards, alongside other short catchphrase sounds like Tuturu. Its lasting popularity comes from instant recognition, an exaggerated cute delivery that works even as an ironic reaction.