The clip circulates as a short Russian-language meme sound, shared mainly through soundboards and short-form video edits rather than tied to a single film, show, or celebrity moment. Its appeal comes from the same blunt reaction humour as a bruh sound, but the added kiss gives it a distinctly teasing, ironic twist that suits replies, duets, and comment screenshots. Because the phrase is short and instantly recognisable to Russian-speaking viewers, it has stayed in rotation as a quick dismissal, even as newer reaction sounds appear, and it works best when the audience understands the playful tone behind the insult.