The title is Russian for a village named after Eldzhey, a stage name strongly associated with excess and party imagery in Russian pop rap. Online, the phrase circulates less as a reference to a real place and more as a shareable in-joke, detached from any single video or song. Short soundboard clips helped it spread because the name alone is enough to signal the gag. It stays in use for the same reason other random place-name memes do: it sounds official, specific and completely made up at once.