As far as I know puff-puff originated in chapter 5 of the dragonball manga. It's not really a reference anymore and is often applied to any face_between_breasts situation. I uploaded another example at post #399204.
The Dragonball scene is actually a reference in itself, to Dragon Quest.
Phew! This feels good!Don't worry, don't worry!H... How do I like you...?Whatcha doing?How do you like me?Woah! You startled me!I'll wash your back, Reimu-san.What's with you all of a sudden?
Who do you think you are, Yukari?Fooled you! What you're really getting is puff-puff from the front!Eh!?uu hu hu...
How do you like me unrestrained by common sense?