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/Sounds like "ehs" (as in "egg") + "TAH" (as in "tar") + "kah" (as in "car") + "BROHN" (as in "bro")/

Meaning

A versatile Mexican expression meaning something is very hard, intense, or impressive depending on context. One of the most flexible phrases to describe anything that hits hard or stands out.

Examples

That exam is brutal, nobody's going to pass it easily.

The way that kid plays guitar is insane, he's a total beast.

Regional synonyms

Stay alert, pay attention, or be ready to act. In Colombia, Ecuador, Venezuela, and Peru, "pilas" is a direct warning or instruction to sharpen up before something important happens. Literally "batteries": having your batteries charged means being switched on and aware.