Online, the phrase has circulated as a short French reaction sound, shared in meme edits and reaction videos where a moment feels scary, strange or embarrassingly awkward rather than truly dangerous. Its appeal comes from that in-between feeling, closer to second-hand embarrassment than horror, which lets creators use it for pranks, fails and unsettling reveals alike. Like the wider scream meme tradition, it works because the voice reaction is instantly readable even for viewers who do not speak French, giving a familiar emotional cue that needs no translation.