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In the United Kingdom 'Yay' is most often used by young girls, to express hapiness at something, in a childlike way. This seems to arise from the use of 'yay' by toddlers who cant say hooray properly. Yay is often used to express delight at something in a childlike way. It is rare to hear an adult in the U.K. saying this, unless they are talking to a baby or toddler.
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