Pokhui comes from everyday Russian slang and is widely understood across Russian speaking internet communities as a crude way of saying nothing matters. Short voice clips of single swear words spread easily on soundboards and in chats because they work without context or translation. This one is shared mainly as a reaction, pasted into videos, voice messages and streams when someone wants to shut a topic down instantly. Its brevity and harsh tone have kept it in use long after longer memes fade.