It's a reference to the zendradi/human war. The zendradi had no culture, being engineered cloned giant killbots and lead by orders given by something that sounded like singing. They encounter humans, who had lots of culture (and singing) rebel and then join up with the humans.
50 years later, that whole horrific genocidal war has been reduced to adding deculture/protoculture/culture into every single thing to hawk everything from toilet paper to chinese food.
It's like tv ads selling beer and using patriotism as a selling point.