Already declared a "revolutionary hero" and "protector of the sea and skies", Chinese fighter pilot Mr Wang Wei now has his own online memorial hall where mourners offer virtual candles, incense and flowers.
China has yet to hold an official memorial ceremony for Wang, missing and presumed dead since his F-8 fighter jet collided with a US spy plane and crashed into the South China Sea on April 1st, sparking a tense standoff between Washington and Beijing.
But more than 66,000 people have paid their respects to Wang at the website, wangwei.netor.com, set up by the official Xinhua news agency and Chinese online memorial firm Netor.com.
The site shows a picture of Wang in the cockpit of a fighter jet next to a brief life history.
Mourners can post messages and, by clicking on icons, dedicate a song or add a picture of a votive candle, a bunch of flowers, some incense or a cup of wine.
"To our hero. May you rest in peace. We will forever remember you," wrote one mourner beside a large bunch of yellow roses.
The United States says Wang slipped up while flying dangerously close to the EP-3 spy plane.
But China blames the US aircraft for the crash, and has showered Wang and his family with praise.
US attempts to portray Wang as a "hot-dogging" daredevil have angered China's fiercely nationalistic public.
"If I were you, I would have shot down the US plane," wrote one mourner.
"American pigs! We'll get you!" warned a third.
In the absence of official approval for protests, many Chinese have expressed their anger and grief in Internet chatrooms and on bulletin boards.
Netor.com charges between 100 yuan ($12) and 1,000 yuan ($120) for a 30-day virtual memorial hall ranging from a simple page with a photograph to streaming video clips.
"Reminiscent cenotaph is built transcendentally far beyond virtual reality and serve primarily for those who sojourn distance away to mourn over their beloved kindred universally," an introduction to the website says.