The shout comes from the Russian 'eshkere' meme, a localized version of the English 'esketit' slang that blew up in hip-hop circles in the late 2010s. Russian rapper Face helped turn it into a catchphrase, and fans began yelling the stretched 'eshkereee' at concerts, in streams and in short videos. It spread through TikTok, gaming clips and meme edits as a universal hype yell. Creators still use it because it is short, loud and instantly recognizable as ironic bravado.