Lumena Aleluia was a contestant on Big Brother Brasil 21 in 2021, where her serious tone and distinctive way of speaking turned many of her lines into memes in Brazil. Short clips of her voice spread quickly on social media and in WhatsApp groups, detached from the original episodes. This obrigada moment survived because it is universally useful, a short thank you that Brazilian audiences instantly recognise as hers. It remains popular for reaction edits where a polite reply needs a recognisable, slightly ironic edge.