It's been going on for about 7 years, as far as we know of it. But considering there's over 200 images for it, it became a confirmed entry in about a year (most other entries take many years), and it spans on several websites, from Twitter to Facebook, Reddit and 4chan, I'd say it has all the rights to be considered a meme and have a Gallery of its own here on KYM

I believe it has escalated in the past 4 years actually. It used to be pretty niche at first. If you click on the Gallery and simply scroll down, you'll find a variety of types, from /pol/ white supremacists making comics and memes against it, to Reddit or Twitter talking about it. I think the one thing that surprised me more was this Instagram page with hundreds of thousands of followers, having memes about it