The new US ambassador to China is raising hackles in Beijing, simply by acting surprisingly normal.

Gary Locke, the former Washington governor and US Commerce secretary who took the post of top American diplomat here this summer, has become a favorite among Chinese Internet users. He first drew widespread praise when a a picture posted online showed Locke preparing to board economy class for the flight to Beijing from Seattle. He carried his own backpack and was attempting to use a coupon at an airport Starbuck's, sparking strident comparisons here with Chinese officials, who often travel with large entourages and rarely hold even their own umbrellas.

The backlash from official media has begun, with state-run newspapers arguing that Locke, along with Vice President Joe Biden, are playing the Chinese public by pretending to be ordinary folks. On Thursday, the Global Times newspaper lashed out at what it characterized as political opportunism by both men — Locke in doing ordinary things in Beijing, and Biden choosing to eat in a local noodle shop during his recent visit.

Of the latter, the Global Times said: "…it costs much more in security for Biden to eat a bowl of noodles in a street restaurant than for him to dine at Diaoyutai State Guesthouse."

The paper saved its strongest criticism for Chinese media, which it accused of fawning over American politicians:

"A US ambassador should devote himself to the relationship between China and the US rather than play a role in Chinese media. A US ambassador becoming a political star in China cannot be interpreted as US respect for China," the editorial said.

"Media that actively sensationalize Locke should show restraint. There are too many occasions and angles to criticize the corruption and bureaucracy in Chinese official circles. It is not suitable to overly praise a foreign ambassador, particularly when his task in China is rather complicated."