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John 1:10
ESV He was in the world, and the world was made through him, yet the world did not know him.
NIV He was in the world, and though the world was made through him, the world did not recognize him.
NASB He was in the world, and the world came into being through Him, and yet the world did not know Him.
CSB He was in the world, and the world was created through him, and yet the world did not recognize him.
NLT He came into the very world he created, but the world didn’t recognize him.
KJV He was in the world, and the world was made by him, and the world knew him not.

What does John 1:10 mean?

Jesus is not only the light, He is also the Creator. As Jesus, God was physically present on earth, but verse 10 describes a sad situation. The people of the world didn't recognize Him. Not only do people reject the knowledge brought by the light, they run from the One the light comes from in the first place! The Greek term for "world" in this verse is kosmos, often used to refer to the fallen, sinful system of thinking. This is the worldly mindset which rejects God, His knowledge, and His Word. This is why repentance is a core aspect of the gospel: a person must be willing to turn away from darkness and into the light. Jesus later points out that God has given many reasons for mankind to believe in Him (John 5:31–47). These include scriptures, miracles, and human testimonies. For those who want to know, there is more than enough evidence to make the right choice. However, people continue to reject Him out of pride and arrogance (John 7:17).
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