The Gus Fring meme primarily centers on the "We Are Not The Same" format, featuring Giancarlo Esposito's character from the hit series Breaking Bad and Better Call Saul. While Gus Fring is known for his cold, calculated, and professional demeanor, the meme emerged as a way to contrast two seemingly similar actions with vastly different motivations. The specific image often used comes from a promotional photoshoot where Fring is adjusting his suit and tie. It gained massive popularity on platforms like Twitter and Instagram in late 2021, evolving into a versatile tool for asserting superiority or highlighting the absurdity of one's dedication to a niche hobby or lifestyle compared to others.