Posts containing the phrase "Winnie-the-Pooh" on Weibo, China's version of Twitter, were culled. Some mentions of the lovable but dimwitted bear with a weakness for "hunny" have been blocked on Chinese social networks.
The "Financial Times" reports the popular children's story character is now blacked out of Chinese social media in the run-up to next fall's Chinese Communist Party Congress. Also, Weibo users were told that the "content is illegal" when they tried posting with Winnie's name over the weekend. Meanwhile, animated gifs fearing Pooh vanished from messaging app WeChat.
The comparison is thought to have started when a photo of Jinping walking with Barack Obama was put next to a picture of Winnie the Pooh walking with Tigger.
Then in 2014, a picture of the Chinese leader shaking hands with Japanese Prime Minister Shinzo Abe was compared to a drawing of Pooh and the donkey Eeyore.
And what was described as the "most censored image of 2015" by political consultancy Global Risk Insights showed another comparison, this time featuring Winnie in a toy vehicle.
The ruling Communist Party is highly sensitive to mocking depictions of its leader.
Oh, bother - count Winnie the Pooh among the images prohibited online in China, presumably because A.A. Milne's portly, reliable friend is being compared to President Xi Jinping.
"In other contexts, references to the staple Chinese breakfast food "baozi" have been taken down for evoking the president's nickname "Steamed Bun Xi", Mu added".
On Monday many Chinese social media users were testing the boundaries of the restrictions imposed on the bear who groans "oh, bother" when things don't go his way.
"Poor Little Winnie", one Weibo user wrote.