I've seen this and similar with CN and other asian sites. Some South Korean sites also do it. (I deal with allot of pacific rim web sites due to computer support needs.)
When you see this... They are embeding a font into the page. In most cases you do not need to accept this to view the page. It appears to be part of a template that is used in english language pages even tho the localized font isn't needed. IE It's lazy page coding in many cases. Unless you can actually read Chinese, the font won't do you any good.
Note that depending how the font call is coded, it will not be permanently installed. It will live in the browser cache and you'll see the same prompt on later visits even after accepting it.
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Dr. Ian Malcolm: Yeah, but your scientists were so preoccupied with whether or not they could, they didn't stop to think if they should. 
 (Jurasic Park)
The Ogre's Fiero Cave (It's also at the top of every forum page...)