The line comes from Death Stranding, the 2019 action game directed by Hideo Kojima for PlayStation 4 and later other platforms. In the game, porters deliver cargo across a ruined United States, and Keep On Keepin' On serves as their shared motto of endurance. The phrase predates the game as American slang, but Death Stranding gave it a new, earnest context tied to Sam Porter Bridges and the porter network. Clips of the line spread through gaming communities as a shorthand for pushing through repetitive or difficult tasks without giving up.