The way it displays and organizes complex data, better than other standards like CSV or XML. Or the things that use tables.
When I first started programming, I had two favorite ways of storing data - INI and arrays. INI for its elegant key/value style. Arrays were just natural because of the way computers think.
I spent months trying to mold these two things together; how would you actually store key-value things within an array? Do you make an array of pointers that lead to key-value objects? (I used C)
JSON is just this beautiful thing that lets you store data however you want. It's beautiful because it doesn't get in the way. Not only that, but it's a data structure you can understand just by looking at it; you'd have to squint to understand raw XML or a SQL table.