A notice from China's education ministry has caused a stir after it suggested young Chinese men had become too "feminine". The message has been criticised as sexist by many online users - but some say China's male celebrities are partly to blame.For a while China's government has signalled concern that the country's most popular male role models are no longer strong, athletic figures like "army heroes". Even President Xi Jinping, a well-known football enthusiast, has long been seeking to cultivate better sports stars.So last week, the education ministry issued a notice with a title that left no doubt about its ultimate goal.The Proposal to Prevent the Feminisation of Male Adolescents called on schools to fully reform their offerings on physical education and strengthen their recruitment of teachers.The text advised recruiting retired athletes and people from sporting backgrounds - and "vigorously developing" particular sports like football with a view to "cultivating students' masculinity".It is a decisive push in a country where the media does not really allow for anything other than squeaky clean, "socially responsible" stars.