What is ruh roh?

Ruh Roh is a phrase most famously associated with the character Scooby-Doo, a Great Dane from the Scooby-Doo franchise.

It's an exclamation, usually expressing fear, apprehension, or a sense that something is wrong. The phrase is a distinct vocal tic of Scooby-Doo, characterized by a slightly guttural pronunciation of "uh" sounds and a general clumsiness in speech, meant to emphasize his cowardly nature.

The exact origin of the phrase is debated, but it quickly became a catchphrase central to Scooby-Doo's appeal. It signifies to the viewer (and other characters) that danger is near or that Scooby-Doo is feeling particularly scared. This often precedes a comedic chase scene or a moment where the gang has to confront a monster or villain. The phrase has become deeply ingrained in popular culture, widely recognized even by those unfamiliar with the Scooby-Doo series. The phrase is often considered an example of onomatopoeia.