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Honestly its to help with the pain and used as encourgement.
Its like a well done, and i think its tradition.
Whether it's this type in Muay Thai or the Kiai in Karate or whatever I think one of the reasons for it is that it forces the student to breathe.
Breathing is one of the first things to go - especially under stress. If you're conditioned to yell something each time you throw a particular technique then it kind of forces your body to breathe.
I personally don't think yelling is necessary to accomplish this but it is one way to do so that is used by a variety of martial arts.
In a sport context it could definitely also have something to do with catching the judge's or ref's attention and makes them more likely to notice the technique (assuming it lands). And it could also make it easier for judges to count thrown strikes.
But I think breathing is probably the primary reason. It's certainly the most logical one I've ever heard.
Mike
Are you sure its not "ooo wwweyyy" Thats what I've heard at fights and what our trainer encouraged us to say when our gyms fighter landed a nice hit.