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“Do not eat my face!” or “You ate his face?” refers to videos which show one character with their mouth wide open, advancing towards another character (who doesn’t want their face to be eaten).
Just before the first character reaches the second character, the camera cuts to a third character saying “You ate his face?” to the first character.
In 2010, restuarant chain “Jack in The Box” released a commericial where a chef tries to eat a slice of pancake. The costumed mascot next to him does not want him to eat the pancake, as it resembles his face.
Spread for this meme can be attributed to SandwichAndCereal’s video, which is the first result when searching for both sentences in this meme’s title.
However, he claims he did not start the fad. He says “I only resurrected it”.