Bowls and mugs feature patterns inspired by the Jiong character.

But despite its popularity, 90 percent of Chinese can't pronounce this character, according to an online survey. It is believed 囧 is inspired by the shape of a window and the fact that a window lets in light and hence, brightness. No one is sure how this ancient character has come alive to gain increasing popularity in today's life.

Jiong now is not just another Chinese expression but has come to represent a particular lifestyle. At first, the character was popular only on the Net but has now begun to infiltrate people's offline lives as well.

Jiong is proving invaluable to brands wooing young consumers and turning to the Internet for inspiring ways to sell themselves. The character has found its way to handbags, shoes, and even to trademarks.

Early this year, sports brand Li Ning designed a shoe line that featured Jiong and a milk tea shop in Beijing which named itself Jiong is reportedly enjoying booming business.

(China Daily 10/27/2008 page10)