A typo in a late-night tweet from the President of the United States has become the word on everyone's lips - covfefe.
Donald Trump tweeted shortly after midnight on Wednesday, saying: "Despite the constant negative press covfefe".
Not only did he spark wild speculation over why he did not finish his sentence but he triggered an internet frenzy and coined a new term.
Within hours of Mr Trump's latest attempted, and apparently aborted, attack on the media, #covfefe was trending worldwide and mentioned more than 1.4 million times.
The tweet had more than 120,000 retweets, putting it among his most retweeted, before it was deleted several hours later.
But it was too late as users had already mercilessly poked fun at the 45th president.
American actor Zach Braff tweeted a picture of US press secretary Sean Spicer captioned: "Not only is covfefe a word, it's the greatest word ever uttered."
Star Wars actor Mark Hamill said: "Russian officials must be laughing even more at the constant negative press covfefe! #CovfefeYourself #TheBestAlternateWords #CovfefeSummer".
The Late Late Show host James Corden said: "I'm gonna try and go back to sleep now. Everyone stay #covfefe"
Talk show host Jimmy Kimmel tweeted: "What makes me saddest is that I know I'll never write anything funnier than #covfefe"
A poll by US website Fusion, voted on more than 43,000 times, was split over the correct pronunciation - 38 per cent suggested it was Cov-FEE-fee while 36 per cent favoured Cov-FEH-fay and just 26 per cent went with Cov-feef.
Google Translate automatically detects covfefe is Samoan - the English, Spanish and even Arabic translation of which is also covfefe.
Mr Trump later tweeted: "Who can figure out the true meaning of 'covfefe' ??? Enjoy!"
Some, however, did not see the funny side.
American model Chrissy Teigen said: "I just no longer find trump trending topics or memes funny. I get sad and angry and depressed. F*** covfefe, f*** it all, stupid idiot."
