A Chinese streaming platform has been accused of copying Netflix's hit show Squid Game after advertising for a new game show called Squid Victory.
The streaming service Youku, which has as many as 90million subscribers, is one of China's most popular entertainment platforms.
Meanwhile, streaming giant Netflix is banned in China - as well as its smash hit series Squid Game.
However, Youku has come under fire from customers after a poster for their new variety show, Squid Victory, was shared online, the South China Morning Post reports.
A Chinese streaming platform has been accused of copying Netflix's hit show Squid Game (left) after advertising for a new game show called Squid Victory (right)
Critics claim that the new Youku show copies both the content and design of the popular Korean series.
In the new show, which was announced on Wednesday, contestants are expected to take part in a number of 'large-scale kids' games', according to the BBC.
And the branding was also noted to be similar to the distinctive design used by creators of Squid Game.
Users on the website Weibo - a Chinese version of Twitter - blasted the copy, with one describing it as 'shameful'.
In the new show, which was announced on Wednesday, contestants are expected to take part in a number of Chinese children's games. Pictured: Netflix's Squid Game
Following the online backlash to its advertising for the new show, Youku released a statement on Weibo.
It read: 'We made an error. We mistakenly used the initial design that had already been killed previously. We're sincerely sorry for the misunderstanding caused.'
This isn't the first time Chinese firms have been accused of copying ideas from other firms and making their own versions.
In 2019, nearly £3 million of Chinese-made fake designer-label goods were seized by Border Force officials in the run-up to Christmas.
Counterfeit Gucci scarves and fake Nike trainers were among more than 10,000 items confiscated in a crackdown on organised crime gangs trying to
