A grinning man clad in army fatigues brandishes a rifle, a dead boar lies at his feet. He wears a helmet and an ammunition belt stuffed with gun cartridges.
His image, plastered all over Beijing's subway, is the face of a new hunting reserve, a half-day's drive from the capital.
East International Hunting Place, which allows guests to shoot deer, wild boar, foxes, pheasants and endangered leopards, sprawls over a so-called protected primeval forest near Taiyue Mountain in Shanxi province .
'You will find boundless joy in hunting here,' the reserve's website boasts.
While the park's investors are hoping hunting will become the new golf, a media backlash against the advert may be one of the first signs that mainlanders are slowly gaining a passion for animal welfare.
'It's disgusting,' the Beijing Morning Post quoted one commuter as saying. Another asked: 'What age are we in? Time is running out for the world to save wild animals and then to put such a poster in the subway advertising the killing of animals for entertainment.'