The sound comes from Sony's PlayStation Portable, the handheld console first released in Japan in 2004 and in North America and Europe in 2005. It plays each time the system is switched on, before the main menu appears, and quickly became familiar to a generation of portable gamers. As PSP footage, emulators and retro gaming content spread online, the short boot chime was lifted out of its original context and reused as shorthand for 2000s handheld gaming. It remains popular because it instantly evokes that era in just a few seconds.