The phrase is famously from the ancient military treatise, 《孙子兵法》(Sūnzǐ Bīngfǎ) - The Art of War. The full, iconic line is “攻其不备,出其不意” (gōng qí bù bèi, chū qí bù yì), which translates to “Attack them where they are unprepared, appear where you are not expected.”
This idiom reflects a core value in Chinese strategic thinking: achieving victory through intelligence, timing, and psychological advantage rather than just brute force. The ideal victory is one that is won with minimal effort by outsmarting the opponent.
Comparison to Western Concepts: In the West, “surprise” can often be a passive event (e.g., “I was surprised by the rain”). 出其不意 (chūqíbùyì) is almost always an active strategy. It's closer to a “blitz” in American football or a “preemptive strike” in military terms. However, unlike these specific terms, `chūqíbùyì` can be applied to countless non-violent situations, from business negotiations to friendly jokes. It highlights a cultural appreciation for clever, indirect approaches to achieving a goal.