Those discussing the film have devised a fictionalized cast including Robert De Niro, Al Pacino, John Cazale, Gene Hackman, Cybill Shepherd and Harvey Keitel.

Goncharov originated when a Tumblr user posted a picture of a pair of "knockoff boots" that featured details suggesting the film's existence in place of a brand label.

Goncharov has inspired an online fandom, received significant coverage in the media, and garnered responses from notable individuals, including eventually Scorsese himself, generally playing along with the meme.

[3][1][7][5] Set in Naples in the aftermath of the dissolution of the Soviet Union, Goncharov is said to star Robert De Niro as protagonist Lo Straniero/Goncharov, a Russian hitman and former nightclub manager.

[3][10][13] Tumblr user Michael Littrell, investigating the origin of the boots, discovered that the tag had similarities to a poster for Gomorrah, a 2008 film about organized crime in Naples directed by Matteo Garrone and presented by Scorsese.

"[2] Caitlin Quinlan, writing for Empire, noted that the meme had "enough material for an entire franchise thanks to its creative devotees" and expressed the hope that Goncharov "could one day become more of a reality".

[12] The Daily Fix cited Tumblr user David J Prokopetz's analysis as pinpointing its appeal: "The Goncharov meme isn't so much impenetrable to outsiders as it is indistinguishable from business as usual.

[20] Jamie Cohen, a professor of media studies at Queens College of the City University of New York, agreed that Tumblr's "threaded, stacked replies where people build off each other" made it a "perfect space for this to go viral".

[15] Author Neil Gaiman, in response to users submitting questions about Goncharov to his Tumblr inbox, expressed disapproval and urged them to desist.

[22][23] On November 25, 2022, Scorsese's daughter posted a video on TikTok of a text exchange with her father in which she shared The New York Times' article on Goncharov and asked if he had seen it; he replied, "Yes.