A pencil sharpener is the last thing I expected to see go viral on social media. But Chinese office products manufacturer AFMAT has followed a common formula used these days: Design a product with a mildly novel feature; make it in bright colors; seed them, for free, to social media influencers.

The AFMAT Automatic Pencil Sharpener has a little window where you can see the sharpeners in action. But the key gimmick seems to be that it guides the pencil down into the sharpener, stops itself when it's sharp, then pushes the pencil back up:

It can accept different pencil diameters, and has three different sharpness settings, which is kind of weird. Who uses a sharpener to yield a blunt pencil?

In any case, the company's strategy worked: The object has thousands of reviews on Amazon and currently sits at 4.6 stars.