The line comes from Sony's E3 2006 press conference, where executive Kaz Hirai presented Ridge Racer on PSP as part of the PlayStation showcase. The moment was clipped and shared widely alongside other awkward highlights from that presentation, becoming shorthand for corporate hype at gaming events. It spread through forums, remix videos, and soundboards in the late 2000s and never fully disappeared, resurfacing whenever a new game reveal feels dated, forced, or far less exciting than the presenter claims it is on stage.
About this sound
Kaz Hirai's iconic 'It's Ridge Racer' line from Sony's E3 2006 press conference, now used as a meme sound effect for awkward game reveals and fails.
The clip captures Kaz Hirai delivering the line It's Ridge Racer with forced enthusiasm during a PlayStation presentation. His flat corporate delivery makes a fairly ordinary racing game announcement sound oddly dramatic and out of touch. That contrast is why the moment stuck, turning a brief product reveal into instant cringe comedy. Played on its own, the sound signals hype that does not match reality, letting viewers feel the awkward silence of the original stage moment without needing any visual context at all for it to land.
