You'll have heard the nickname. Sky Sports commentator Martin Tyler delights in dropping it in during games and it's been trending on social media.
Emile Smith Rowe cannot escape it either, as he explains to Sportsmail's Jamie Redknapp at the start of their hour-long chat. Kieran Gill listened in.
REDKNAPP: Hi Emile. Thanks so much for taking the time to chat. First, tell me about the nickname!
SMITH ROWE: I hear it at the training ground every day. There's always one player that's shouting it to me. Sometimes it's 'Kevin'. Sometimes it's 'Croydon De Bruyne'. I'm taking anything at the moment, to be fair.