The 'Ew, Brother, Ew! What's That?' meme features content creator Mohamed Al-Hattab reacting with visible and audible disgust to something off-camera. Originally filmed while looking at a pair of shoes, his genuine repulsion and the rhythmic way he repeats 'brother' made the clip go viral on TikTok and Twitter in early 2024. It has since become the gold standard for reacting to 'cringe' content, bad food, or questionable life choices. The meme perfectly captures that specific feeling of being so offended by an object's existence that you have to question it out loud.