Chinese netizens are fearing the fate of 'Kang Kang', a cartoon monkey mascot after he failed to appear on TV to ring in the Year of the Monkey on Monday.
'Kang Kang' first appeared in a short promotional video for Chinese state broadcaster CCTV News in January.
Social media users quickly mocked his unusual looks, calling him "ugly", "tumour-ridden" and "freakish".
But it appears that netizens have had a change of heart after he failed to feature at all in CCTV's New Year extravaganza.
The annual variety show is a highlight of China's New Year entertainment, and is watched by some 700 million viewers.
"Where did you go, Kang Kang?" was the question on everyone's minds, as thousands took to the popular micro- blogging site Weibo over the Lunar New Year to express shock and "dismay".
"Where is Kang Kang? I'm worried," commented a Weibo social media user from Beijing. "Did people send him away because he was ugly? Now I am starting to feel bad, over a cartoon monkey!"
"Come back Kang Kang, I am sorry that I was so mean to you. You were not so ugly after all," said another user.
Many also began to share memes and personal art pieces dedicated to the missing monkey, the BBC reported.
'Kang Kang' was designed by Chinese artist Han Meilin, who also created the 2008 Beijing Olympic mascots.
For now, he still remains on the network's official Facebook page, but users are continuing to speculate on what could have caused the monkey's disappearance.
"I think Kang Kang was subjected to the same treatment that dissidents get, whenever our Communist party becomes unhappy," remarked another Weibo user.
"Stay calm everyone, Kang Kang's tumour cheeks probably did not make it past security check," said another.
Monday marked the first day of the Year of the Monkey, the ninth animal on the Chinese zodiac calendar.
The week-long holiday, known as the Spring Festival in China, is mainly focused on family reunions. It is a time when students and migrant workers in major cities return to their homes in rural China. It is China's most important holiday, similar to Christmas for many people in the West.
