The Dead or Alive Xtreme 3 localization controversy began in late 2015 when Koei Tecmo announced that the game would not be released in North America or Europe due to concerns regarding the depiction of women and potential backlash from Western media. This decision sparked a massive firestorm online, turning the game into a symbol of the fight against perceived video game censorship. Retailers like Play-Asia capitalized on the situation by encouraging Western fans to import the English-subtitled Asian version, leading to record-breaking sales and a flood of memes mocking Western PR decisions. The meme is typically used to highlight the divide between developer intent, localizer politics, and fan demand in the global gaming industry.