A female Chinese influencer has been urging men to wear Adam’s Apple covers to highlight gender inequality and promote women’s rights.

Zhu Miaolin, better known as Ah Miao on Chinese social media, recently sparked a bizarre craze in her home country, urging her male friends to wear Adam’s Apple covers to protect what she describes a “sensitive area” of the male body, in the same way that women wear bras to conceal their breasts. Proposed as a unique way to empower women and shine a light on gender inequality in China, Ah Miao’s initiative went viral and spurred the production and sale of Adam’s Apple covers.

A recent report by the South China Morning Post newspaper claims that a popular Chinese e-commerce platform sells a variety of Adam’s Apple bras, made from materials like leather, lace and wool. A cover inspired by a pig’s snot is currently the most popular, with over 7,000 sold items on a single platform.

Ah Miao’s content focuses a lot on gender inequality and empowering women in a country where women struggle with careers and household duties.