On March 12, Li Yi Feng posted a picture of himself wearing a neck pillow on his head along with the caption, "a gege called gege." which means a brother called a princess or it could be the other way around. Is he a princess or an older brother? Whatever the answer, he is playing on the pronunciation of two very different words that sound exactly the same.
Now, I can't give you a rational explanation for why I am even posting about this but what needs explaining is how this is trending in the first place. Netizens took the liberty of giving the 'princess' a more formal headpiece or some just doodled it with flowers.