ETA was released in July 2023 as a track on NewJeans' second EP Get Up, following the group's rapid rise after their 2022 debut. The song's Baltimore club rhythm and simple repetitive hook made it easy to excerpt for short form video, and clips spread quickly on TikTok and YouTube Shorts among K-pop fans known as Bunnies. Its title plays on estimated time of arrival, matching the song's theme of rushing to a friend in need, which helped the sound stay popular for edits and dance challenges.