Goyda is an old Russian battle cry linked to the oprichniki of Ivan the Terrible, later revived as a modern slogan. Actor Ivan Okhlobystin, known to TV audiences as the sharp tongued Dr Andrey Bykov in Interny, shouted it on stage in Moscow in 2022 and the clip spread widely across the Russian internet. Detached from its serious context, the word became an ironic meme, remixed into edits, voice messages and reaction videos where the shout signals mock triumph or absurd enthusiasm.