Probably to do with the reintroduction of early indoctrination at schools. Bit like Mao's little red book during the disaster of the cultural revolution.
In education, aside from shutting down for-profit extra-curricular tutoring firms, Xi has also introduced his ideology, called "Xi Jinping Thought" into primary schools this week. The textbook features his image prominently and teaches children that "Grandpa Xi always cares about us". Another page says: "Grandpa Xi teaches us a person can have many aspirations, but the most important aspiration in life should be for the motherland and the people to be intertwined together."
