The phrase comes from colloquial Russian, where 'nu che, narod' is a casual way to address a crowd, similar to asking what is happening, people. Online the clip is shared mostly in its transliterated form, which is why spellings vary between narod, narot and the run of le sounds typed out in full. It survives as a soundboard staple because it needs no context or translation to work, the shouting and chanting carry the humour on their own across edits, streams and chats.