Published on Jan. 4, a picture of a regular egg has become the most-liked post on Instagram of all time, with over 38 million likes as of Tuesday.

As the only post on @world_record_egg’s account, the post calls for social media users to help set a world record and create the most liked picture on Instagram, beating Kylie Jenner’s record of 18 million on a photo posted in February 2018.

In response to the egg’s unexpected popularity, Kylie uploaded a video to her Instagram, in which she tried to fry an egg on a hot sidewalk.

Kylie is not the only one who was perplexed by the egg's sudden popularity. News outlets worldwide have reported the story, with many guessing the reason for its sudden fame.

Companies and social media celebrities, however, have made the egg a golden business opportunity. Several online shops have released T-shirts and souvenirs displaying images of the famous egg, while BuzzFeed has even created an egg icon on its website, through which readers can be redirected to the original Instagram post.

The story has also amused Chinese social media users, with many saying that the record is not a big deal, as the Guinness World Record holder for the most comments on a Weibo post is Luhan, a Chinese pop star. The post, published in 2012, garnered over 87 million comments.

“I think the egg picture has satisfied people’s need to be involved in something big. It’s not the egg’s power that makes it popular, it’s the magic of social media,” noted a Weibo user.