The expression is also used as a temporary stress reliever during the course of a tense anime episode.
Also see: aiya
Non-Asian: "Sorry, but what is 'hiyaa?'"
Asian: "DO I LOOK LIKE NINJA TO YOU?! Aiyaahhh"
Non-Asian: "I'm sorry but I don't understand."
Asian: "You stoopid boy, no more fry rice, aiiyaaa!"
"Aiyah, Naruto sucks now."
Nadya: Stupid mistake lah. Aiyah, what will ma say now?