'Bù zhī chǐ' literally means 'not know shame' — it describes a person who lacks moral self-awareness and feels no embarrassment or remorse for behavior that violates social or ethical norms. The character 不 (bù) negates the verb 知 (zhī, 'to know'), and 耻 (chǐ) means 'shame' or 'a sense of disgrace'. Together, they form a compound adjective emphasizing a profound absence of conscience or humility.

This term carries strong negative connotation and is often used in moral criticism, journalism, or formal discourse to condemn unethical, arrogant, or brazen conduct — such as public lying, exploitation, or hypocrisy. It’s more severe than casual terms like 'shameless' and implies a deep-rooted character flaw rather than momentary impropriety. While occasionally used in literary or rhetorical contexts, it’s rarely employed lightly in everyday speech due to its sharp moral judgment.