A NEW internet craze is sweeping the web and it sees women holding their breasts in the shape of heart and posting pictures of it online.

The bizarre trend — named the “heart shaped boob challenge” — began earlier this week in China.

And within days it has exploded on the country’s most popular social network Weibo, with thousands of women wanting to take part in the challenge.

It sees women grab their breasts and use their hands to mould the flesh into the shape of a heart.

They then take pictures of themselves before posting it online for all of their friends to see.

So far snaps have been taken and shared more than 1.6 million times within days of the weird challenge being created.

But Weibo has not been impressed with the snaps and has been deleting some of the images, deeming them too risque.

But even still, that has not deterred people from joining in the challenge.

It is reported the craze was inspired by Ayi Xi Tai Lu, a social media star, who demonstrated the trick on one of her late-night videos, with fans then following quickly in her footsteps.

And even though Weibo is trying to censor the challenge, it is expected to catch on in other countries soon.

This article was originally published on The Sun and has been republished here with permission.