The 'hee button' became famous in Japan through television variety and trivia shows, where studio guests would press a button whenever a surprising piece of trivia impressed them. Each press added to a running count, making the drawn-out 'hee' a shared shorthand for 'I didn't know that.' Clips and button toys helped the sound travel beyond TV, and it later settled into online soundboards, streams and short videos in Japan and abroad. Its meaning survived translation because the rising, curious tone needs no Japanese to understand.