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A blockbuster new Chinese video game hailed as a milestone for the country's gaming industry has put an unexpected spotlight on longstanding claims of rampant sexism in China's male-dominated gaming culture.

While some gamers are basking in the runaway success of the action-adventure title "Black Myth: Wukong," others are voicing their complaints about sexism in Chinese gaming and lodging allegations against the game's Shenzhen-based developer, Game Science, that it posted offensive messages online.

Critics posted screenshots of the messages on Chinese social media platform Weibo, with one compilation receiving over 400,000 likes. One of the posts that critics say came from founder Feng Ji uses descriptions of oral sex as a metaphor for the positive responses about the game's promotional video. Other examples include lewd recruiting posters.

AP was not able to independently verify the screenshots, though gamers interviewed reported seeing the posts. Game Science did not respond to an email seeking comment and hasn't publicly commented on the controversy.

The criticism reflects simmering anger among Chinese women in the industry who say they have long been targeted by misogynistic remarks and behavior.

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