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Fan-made content breaks out of the niche:
What really started its spread was the fan-made audio MADs on Bilibili.
Originally just a honey song hummed by a character, it was turned into a very catchy, looping, brainworm BGM.
"Ha-ji-mi, ha-ji-mi..." the sound itself is very suitable for short-video distribution.
But at this stage, it was still just a meme within the anime community — people who didn't watch Uma Musume had no idea what it was. However, by then, many cosplayers had already made imitation videos.