Parents tend to give their children affectionate nicknames.
We have names like Junior, Son or Honey. Of course you want to avoid uncool English names like Cutie Pie, My Little Baby, or Darling. It means precious, the same word for treasure in Chinese. God too has an endearing name for Israel and those who belong to Him. This revealed God's flaming affection, the precious relationship between Israel and God, and a powerful warning to others.