Imagine if the son of Bill Gates or Warren Buffett posted a picture of himself on a bed, on top of his dog, accompanied by a vulgar caption.
Controversial? A little.
So after the 27-year-old son of Wang Jianlin—China's second richest man, who has a net worth of more than $24 billion, according to China's Global Times—did just that, that country's state-run news agency has come out with a critical editorial against the son, Wang Sicong.
The editorial, which ran in Xinhua on Wedensday, was titled titled "Son of the rich, do not treat vulgarity as a personality."
The piece said that Wang's penchant for racy social media posts—including one from Valentine's Day about women's body parts, which also went viral—have hurt the country's image.
It also said that he has "stained the purity of the Chinese," and such "virus-like" voices will encourage "vulgar trends in society." It warned people not to pay attention to "arrogant and coarse celebrity."
According to Chinese media reports, Wang responded by calling one critic "a moron."
Wang posted the controversial picture to social media site Weibo back in March. It has since been removed.
He has more than 11.5 million followers on the site, most of whom are young women.