Yig, a minor deity of the Cthulhu Mythos — known as the father of serpents — was long known as Bad Medicine, and quietly placated, by Native Americans. Yig is also alluded to throughout western American folklore.

Although Yig is easily placated, he is also easy to anger. Yig often sends his serpent servants to destroy or transform his enemies.

Source: The Curse of Yig, "Weird Tales", Vol 14, Number 5, Pages 625-36.

Yig is also the subject of a song by the music group, Gwar, titled The Horror of Yig.

The "Yig" character was the subject of cultish behavior in early 1990's Connecticut, when teenagers began screaming "YIG" from car windows in a ritualistic manner. This activity became known as "Yigging" and at a certain point became so popular that it is said that the originator of the "Yigging" activity was himself "Yigged" while walking on a New Britain bridge. The goal was described as screaming the word "Yig" as loud as possible and consequently scaring/intimidating the subject, usually a golfer or churchgoer. "Yigging," once the scourge of unsuspecting central Connecticut motorists and tourists, has since faded into obscurity. Reports of "Yiggings" now number 2-5 per year. The GWAR song referring to "Yig" has faded into obscurity.

The term 'Yig' remains connected to the Loch Ness Monster, although the connection remains ill-understood, and the Loch Ness Monster continues to experience credibility issues.