Goida, written as Гойда in Cyrillic, was popularised as a modern meme after Russian actor Ivan Okhlobystin shouted it repeatedly at a rally in Moscow in September 2022. The word was presented as an old Russian battle cry linked to the oprichniki of Ivan the Terrible, and clips of the speech spread quickly online. Outside its original serious context, users reposted the shout ironically in edits and bass boosted remixes, turning it into shorthand for exaggerated patriotic fervour that is still recognised in Russian speaking meme communities.