The son of China's second-richest man is at the centre of a media storm after telling reporters on Valentine's Day that his top criteria for choosing a girlfriend was that she had to be " buxom".
Wang Sicong, the outspoken only son of real estate tycoon Wang Jianlin, made the comment at a charity event at a branch of his family's movie theatre chain in Beijing.
Xinhua News Agency criticised him, saying he was spreading "undesirable obsessions with money, sex and violence".
The 26-year-old, who is a board member of his father's Wanda Group and chairman of Prometheus Capital, a private equity investment firm, helped raise more than 500,000 yuan (S$108,565) for the China Next Generation Education Foundation by auctioning the opportunity to watch a film with him on Valentine's Day. He also donated a further 500,000 yuan.
The following day the official Sina Weibo account of Xinhua carried a signed commentary accusing Wang of "breaching the bottom line of morals".
It said: "A certain rich second generation boasted about 'buxom' women on Valentine's Day, recklessly revealing vulgar information about the worship of money to sex and violence.
"Certain celebrities not only fail to take responsibility for promoting mainstream values, but also spread vulgar ideas. They don't see it as a shame but instead see it as their own 'distinctive personalities'".
Wang, known for daring and sometimes controversial comments on Weibo, reposted the commentary, saying: "I just forward it, not saying anything."
Hours before the Xinhua commentary, Wang had posted another message on Weibo, saying that he "apparently made a joke" and "can't believe someone had taken it seriously.
He asked: "Am I that shallow?" followed by three "angry" emojis.
The online spat has quickly become one of the most-discussed issues on Weibo, one of China's most popular social-networking sites, where Wang has more than 10 million followers.
A web user commented: "He raised more than one million yuan in donations, and the commentary said nothing about that?"
Another said: "Will media one day offer suggestions that provincial officials can only marry women with an A cup?" It received 2,289 likes.
"Only rich people make news by saying this online. Ordinary people can do this a million times without being labelled 'being vulgar'."
"Dear husband, you like buxom women or not? Give me your true words, I'll decide whether to have a boob job or not," a Weibo user commented while jokingly positioning herself as one of the women wishing to marry him.
Wang is seen by many as the country's most eligible bachelor and has earned the online nickname "national husband".
Wang has a history of being a blabbermouth. In 2011, he criticised millionaire Zhang Lan for claiming to be on good terms with his father and that his father had provided for free the venue of her son's wedding.
He said on Weibo: "How can you say you have great relations with my dad since you've never met him?"
In June last year he hit out at Jingdong.com, one of China's largest online marketplaces for a delay in sending four computer desks, each worth 200 yuan.
Last December he blasted movie Gone With The Bullets on Weibo, and had online spats with its producers.
Chinese authorities have urged the entertainment industry to spread "positive energy" and remove obscene and other improper elements.
The director of the forthcoming Lunar New Year's Eve gala, China Central Television's most watched show of the year, also vowed not to invite any blacklisted celebrities that were embroiled in scandals involving sex, drugs and gambling.