The international explosion of the catchphrase occurred in April 2024 during the buildup to UFC 300. Headlining the historic milestone card at T-Mobile Arena, Pereira was paired against former champion Jamahal Hill. Hill arrived at the press conferences armed with verbal barbs, custom props, and aggressive posturing designed to force an emotional reaction out of the Brazilian champion.
Pereira gave him nothing. Throughout twenty minutes of chaotic trash talk from the rest of the dais, the light heavyweight titleholder sat motionless, staring straight ahead like a carved monolith. When Hill addressed him directly, Pereira raised the microphone, held it to his lips, and dropped his trademark:
"Chama."
The reaction was immediate. Ringside color commentator Joe Rogan, who has spent decades analyzing high-stakes fight psychology, beamed openly at the spectacle. Rogan broke down the moment on his broadcast and podcast, pointing out how Pereira’s monosyllabic response dismantled Hill’s entire theatrical approach. Hill looked visibly frustrated; he had brought an arsenal of trash talk to a man who responded with a slang term usually reserved for hopping on a moped.
The bout ended with a cold, brutal first-round knockout. After referee Herb Dean stepped in briefly following an accidental low blow, Pereira waved the official off with his hand and folded Hill with a counter left hook seconds later. The meme was officially forged in bronze: show up, say chama, deliver destruction, go home.
