It is, as you would expect, vaguely bizarre and creepy, at least to Occidental eyes and ears:
I post this in the context of China’s ongoing efforts to combat copyright infringement, particularly in the video medium. What the Chinese fear is that some enterprising YouTuber will, for instance, cook up a video that shows the Fuwa …
… perpetrating various flavors of oppression. For instance, the blue one might be helming a tank as it rumbles over dissenters, the panda-looking one might be training his rifle on a Buddhist monk, the red one (apparently the acknowledged leader) might be forcibly harvesting a kidney from a Falun Gong adherent, that puckish little orange one might be quenching his (her?) thirst for Sudanese oil, and the green one might be executing a witless bureaucrat. You know, things like that.
Anyhow, they’re hoping to clamp down on this sort of thing by setting up a hotline and by offering cash rewards for actionable tips. I have no doubt they’ll be able to snuff out this sort of thing internally, but controlling the message from without? Good luck with that, China.