Last week, Feng Xiaoyi turned on his camera to talk about peaches.
"Eat peach, peach. So, so cold," he said, speaking to thousands of followers on Douyin.
The slurping and the chewing, while he speaks in a child-like voice, could pass off as an autonomous sensory meridian response (ASMR) content.
Some social media users, however, weren't impressed by his appearance or the tone of his voice.
They called him a "sissy" and reported his video to the platform.
Then Douyin suspended his 600,000-follower account for "grandstanding through gaudy content."
"Finally, his account got blocked! After watching his video of eating peaches, I want to change to another pair of eyes," one user commented on microblogging platform Weibo. "What happened to boys nowadays?"
The narrative around "sissy pants" or "feminine men" is being discussed in the same breath as the country's demographic crisis,
with the volume of voices claiming China is facing a "masculinity crisis" growing louder both from the public and the state.
As early as 2017, authorities have said that physical activities could be one of the first steps to avert the "feminization" of young men.
Such stances were soon endorsed by some leading public figures, too.
Wu Jing, famous actor and star of the nationalistic blockbuster "Wolf Warrior" franchise, said in an interview that if his son was a sissy, he would "slap him in the face."
Just as Feng's peach video and his Douyin account was scrubbed off the internet last week,
Guangming Daily newspaper criticized the country's entertainment industry for "creating social problems."
The article -- titled "The Deformed Aesthetics of 'Sissy Men' Must Be Curbed" -- complained that many male celebrities "wear heavy makeup, sexy clothes, and it is difficult to tell whether they are men or women."