This week, the internet has been in meltdown about the internet being in meltdown. And it’s been the creation of a new word which has done it.

Chinese social media almost exploded with the appearance of the word ‘Duang’, according to reports. Heard initially in a shampoo commercial by film star Jackie Chan in 2004, it re-emerged recently in a remix of the ad. Shortly afterwards the word went viral to such an extent that there were reports shortly afterwards about the word which broke the internet in China.

The facts about all of this seem curiously hard to pin down. What does duang mean? Nobody knows. One of its virtues seems to be that it has no meaning. The Chinese internet has supposedly melted because people have been putting into random statements and contexts indiscriminately, with everybody making sure they have been part of the neologistic craze, without, it seems, knowing why.

And why it has taken off is the other question I can’t really find an answer to. Some reports suggest it is timed to coincide with a new session of a legislative board which advises China’s government and of which Chan is a member. The word therefore either satirises him or pays homage to him. Who knows!

What is clear is that it remains a Chinese phenomenon. While it is now surfacing with reasonable frequency on Twitter, most of those links seem to be to articles about its usage, rather than using the term in the way in which it initially appeared, or at least that is true of the citations in English. In Chinese social media of course it is completely different, and that is where the major growth has been. So I don’t think this is an internationally born word which will make a crossover into English.

But what it does demonstrate is the way that new words can explode across our new forms of communication with almost bacterial speed, and that sometimes, they don’t even need to have a tangible meaning in order to exist. Sometimes, usage of word is enough to show you belong to something, and that is why people have been using it in their droves, to ensure they are part of the trend. And I’m Duang sure I’m right about that about that.