The phrase what da dog doin became a widely copied meme format online, paired with photos and videos of dogs caught in odd, human-like or suspicious poses. The joke relies on the contrast between how serious the question sounds and how trivial the dog's action usually is. As the format spread through short-form video and image posts, the audio alone became shorthand for that reaction, so creators no longer need the original context. The Kikkoman wording in some uploads appears to be an unrelated uploader tag.