A search engine named Renrou, which literally means human flesh, is the new judge and jury of angry netizens as it virtually punishes people with unbecoming behaviour.
The search engine involves thousands of individuals, all mobilized to dig out facts and expose the baleful glare of publicity.
The Internet and conventional search engines are used for the purpose.
In 2001, a netizen posted the photo on Mop of a girl, claiming her to be his girlfriend.
However, Renrou helped other web users find out that woman was Microsoft's model Chen Ziyao, and her personal information was later used to expose that man.
A 41-year-old nurse named Wang Jue was suspended from her job when netizens using Renrou dug out her personal details while probing a video that showed her stabbing a kitten in the eyes with her high heels, and crushing its head.
There was observed a peak of Renrou searching when a husband whose wife committed suicide because of his betrayal, a man who disrupted torch relay in Paris, and a girl from northeastern China who dared to criticize those affected by the massive earthquake became targets.
"Those who mistreated the vulnerable are likely to incur the hatred of netizens," Chinese news agency Xinhua quoted an online freelancer nicknamed Ayawawa, who herself was involved in a search for a disloyal husband, as saying.