Chinese Dota 2 memes have taken a bizarre turn. Newbee, the esports team, recently posted an ad on its official Weibo account for a men’s fragrance called “Scccuh,” named after its star player Song “Sccc” Chun. The fragrance supposedly contains the essence of Sccc himself. The ad features all five members of the Newbee Dota 2 team spraying themselves with the product while the narrator delivers motivational lines with puns using the players’ in-game handles. The name “Scccuh” is a reference to a meme about Sccc, who is known for his youthful looks and chiseled jaw. Despite his unpronounceable handle, Sccc has become a fan favorite in both the Chinese and western Dota 2 communities. The fragrance will be available for purchase at MDL Changsha, a Pro Circuit Major tournament in China, for 119 Chinese renminbi (approximately $20 USD). It will also be sold on Newbee’s official merchandise store on Taobao, a popular online shopping website in China.