S Novym Godom is the standard Russian greeting for the New Year, literally meaning with the new year, and it is heard everywhere in Russia during winter holidays, on television, at parties and in family messages. Short voice clips of the phrase spread online because they are instantly understood by Russian speakers and easily recognised by others from the festive tone. Creators reuse this tiny version in edits, stories and group chats around late December and early January, when a single cheerful greeting can replace a longer holiday message.