In a move that’s sure to baffle many people outside of China, China’s government and authorities are ordering game companies and giants to end their focus on profits and cut content perceived to be breeding “effeminacy”.

Said giants include Tencent and NetEase, the biggest players in mobile gaming and gaming in general since almost all their big titles are garnering a ton of revenue; moreso than your Activisions and EAs. The reason? Beijing is trying to direct its youth culture, gender ideals, and reach of big tech.

Also, the Chinese government and its public believe that “effeminate men are physically weak and emotionally fragile” according to experts in the University of Hong Kong. At least, that’s how public perception is like for the aforementioned group. Heterosexuality is seen as the only gender norm, leading to “anxiety” over more ambiguous representations of sexuality and identity.

The “effeminacy” elimination mandate from the Chinese government is as such (via Xinhua news agency & Yahoo news):

“Obscene and violent content and those breeding unhealthy tendencies, such as money-worship and effeminacy, should be removed”.

Companies that do not follow these rules will be punished. Except Twitter and social media to start commenting on this recent mandate in a couple of hours.