China's state TV regulator has reportedly banned the showing of effeminate men and has called for the promotion of more 'masculine' role models.
The Asian superpower is in the midst of a 'national rejuvenation', according to the Associated Press, and they don't want any more 'sissy men' (China's words, not ours) on their small screens.
President Xi Jinping Communist Party made it clear thay they will now be putting business, education, culture and religion under the microscope to see if they uphold the country's values.
One of those targets is to 'resolutely put an end to sissy men and other abnormal aesthetics' on the TV. China's state regulator used the derogatory word 'niang pao' during their announcement, which translates to 'girlie guns'.
They want to end any sort of influence popping up from neighbours South Korea and Japan, where the porcelain faces of pretty men have skyrocketed to stardom in product commercials and in pop culture.
The country fears this lack of promotion of 'masculine men' will emasculate the younger generations. Instead, they want China to stand in these arenas as tough and strong.
China wants to ban the promotion of 'vulgar internet celebrities' and 'vigorously promote excellent Chinese traditional culture, revolutionary culture and advanced socialist culture'.
It comes as the country also tries to pivot against the video game industry by banning under-18s from gaming too much.
The new rule means children will only be permitted to play video games for one hour a day, between 8pm-9pm - and exclusively on Fridays, weekends and public holidays, according to the Xinhua state news agency.