The clip circulates as a short Russian-language meme sound rather than as a line tied to a widely known film, show, or song, and its appeal comes mainly from naming a specific person. In online use it functions as an inside joke, most effective when the audience already knows a Kostya or can picture one, which is why it appears in personal edits, chat jokes, and short-form videos rather than in larger meme formats. Its two-second length also helps it spread, since it can be dropped into a video without changing the pacing.