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“Toetjesman” began as a meme on Sovjet-Nederland’s /b/ along with “Het is feest! (It is party!)”, a picture of a man wearing a package of a pudding on his head. The community originally detested the meme. When Sovjet-Nederland went down and Dejimachan came, the meme rose in popularity.
Eventually it spread across other imageboards such as Krautchan’s /int/ and Brchan’s /int/, Dutch threads on 4chan’s /b/ and Dutch sites like Nedermeme and FOK! The image macro can also be seen on social network sites.