In 2020, Idolmaster Shiny Colors released the song "Happy Funny Lucky". The song repeats the chorus "Every moment", which the NicoNico user Egg thought sounded like "ebi mome" (shrimp massage).
On August 25, 2024 (years later for some reason), Egg uploaded a video with the song and the Illumination Stars characters each massaging a shrimp. This video quickly took off as a meme with other users posting parodies with other characters or copyrights.
Coincidentally, about a day later there was a viral video posted of a shrimp being delicately massaged before being beheaded and cut up for congee.
