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This campaign is part of China's broader "rejuvenation" initiative, aiming to restore what the government views as the true essence of Chinese cultural and social norms. While historically, China has had a complex relationship with gender roles, the current crackdown signals a desire to promote a more "masculine" and traditional image of men, contrasting sharply with the more androgynous and style-conscious images prevalent in K-pop, J-pop, and Western pop culture.