{"id":12573,"date":"2025-03-13T10:42:57","date_gmt":"2025-03-13T10:42:57","guid":{"rendered":"https:\/\/site.itshrt.com\/worldnews\/nba-stars-like-jalen-brunson-enlist-social-media-surrogates-to-expand-reach-in-china\/"},"modified":"2025-03-13T10:42:57","modified_gmt":"2025-03-13T10:42:57","slug":"nba-stars-like-jalen-brunson-enlist-social-media-surrogates-to-expand-reach-in-china","status":"publish","type":"post","link":"https:\/\/site.itshrt.com\/worldnews\/nba-stars-like-jalen-brunson-enlist-social-media-surrogates-to-expand-reach-in-china\/","title":{"rendered":"NBA Stars Like Jalen Brunson Enlist Social Media Surrogates to Expand Reach in China"},"content":{"rendered":"<p> <script async src=\"https:\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-6606220950177433\"\r\n     crossorigin=\"anonymous\"><\/script>\r\n<!-- ItShrt World News -->\r\n<ins class=\"adsbygoogle\"\r\n     style=\"display:block\"\r\n     data-ad-client=\"ca-pub-6606220950177433\"\r\n     data-ad-slot=\"1882483372\"\r\n     data-ad-format=\"auto\"\r\n     data-full-width-responsive=\"true\"><\/ins>\r\n<script>\r\n     (adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script>\r\n<br \/>\n<\/p>\n<div data-testid=\"companionColumn-0\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">Jalen Brunson first experienced the fervor of the N.B.A.\u2019s biggest international market in 2018 when, as a rookie, he traveled with the Dallas Mavericks to China for a pair of preseason games. The trip itself was brief, but the reception that Mr. Brunson and his teammates received left a lasting impression.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">\u201cThe fandom that basketball brought to that country, I thought it was really cool and interesting and something I wanted to be a part of,\u201d Mr. Brunson said in a recent interview.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Now a star for the New York Knicks, Mr. Brunson, 28, took a crucial step toward that goal before the current N.B.A. season when his representatives at Creative Arts Agency enlisted a digital management company, East Goes Global, to create and run Chinese social media accounts for him. In the months since, Mr. Brunson has gained more than 400,000 followers across five of the country\u2019s major apps: Bilibili, Douyin, RedNote, Weibo and WeChat.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Mr. Brunson is one of several N.B.A. players looking to establish an online presence in China, where millions of people follow the league closely. But given the language barrier and differing societal norms and trends \u2014 not to mention an insular Chinese internet where popular western platforms such as YouTube, Instagram and X are blocked and content is reviewed by the government \u2014 most have sought help from companies with specific expertise in navigating the digital landscape.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div data-testid=\"companionColumn-1\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">\u201cI think it\u2019s important to understand your audience, and I think a lot of smart people understand what they know and what they don\u2019t know,\u201d Mr. Brunson said. \u201cIt was key for me to let someone else do it, because they understand more than me. Even though I am the face of it, they really run it.\u201d<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Founded in 2018 by Andrew Spalter, a former music manager who lives in Austin, Texas, East Goes Global is not alone in providing such a service. Coral Lu, a former ESPN reporter, handles the Chinese social media accounts for Kawhi Leonard of the Los Angeles Clippers and Paul George of the Philadelphia 76ers. The IMG-owned company Mailman, based in Shanghai, manages 30 accounts for 14 active players.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div data-testid=\"companionColumn-2\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">\u201cFor the player, some people are really motivated by engaging with their global audience, and in cultures where basketball is huge,\u201d said Matthew Spalter, the chief operating officer of East Goes Global, who is Andrew\u2019s brother. \u201cThere\u2019s also the business perspective: \u2018During my basketball career, how can I scale my business? And, post-career, how can I make sure I\u2019m not gone forever?\u2019\u201d<\/p>\n<p class=\"css-at9mc1 evys1bk0\">The player-led push is coming at an important time for relations between the N.B.A. and China. In October 2019, a year after Mr. Brunson\u2019s trip, <a class=\"css-yywogo\" href=\"https:\/\/www.nytimes.com\/2019\/10\/06\/sports\/daryl-morey-rockets-china.html\" title=\"\">a pro-Hong Kong social media post<\/a> from Daryl Morey, then the general manager of the Houston Rockets, led to China pulling N.B.A. games off national television and ending the N.B.A. China Games, which had been played annually since 2012.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div data-testid=\"companionColumn-3\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">The freeze from Mr. Morey\u2019s post, however, has significantly thawed, and the league is planning to play two exhibition games next October in the Chinese territory of Macau. With help from groups like East Goes Global, some players will be ahead of others should the relationship between the league and China return to its previous heights.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">The work of the groups typically begins by reaching out to the various platforms to verify the player\u2019s accounts \u2014 and often, as with Mr. Brunson, creating them in the first place. But further measures can be required, as when the team at Mailman helped an N.B.A. All-Star client recover his page on Douyin, China\u2019s equivalent of TikTok, after it had been taken over by a mysterious third party that was posting spam content.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Next comes the process of creating content for a Chinese audience. Success, according to the people involved, goes beyond simply using the native language in captions and adding trending background music.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">\u201cMirroring the same content on your Chinese channels as your western ones really isn\u2019t diving deeper into that Chinese culture,\u201d said Michael Lin, a vice president of digital at Mailman who oversees its U.S. sports operation. \u201cAthletes do a lot better when they\u2019re creating personalized content that\u2019s speaking to the Chinese fans.\u201d<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div data-testid=\"companionColumn-4\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">For Mr. Brunson, this has meant meeting periodically with East Goes Global staff members to film exclusive videos for his Chinese accounts, including a marathon two-hour session heading into last month\u2019s Chinese New Year during which he sampled Chinese snacks and wrote his name in Chinese characters.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div data-testid=\"companionColumn-5\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">\u201cI thought that was really cool,\u201d he said.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">There are numerous business possibilities for N.B.A. players in China. Some have gone on huge tours across the country. Others have signed endorsement deals with Chinese shoe companies. James Harden, a star for the Clippers, sold 10,000 bottles of wine in five seconds during a Douyin livestream.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">But Mr. Lin has noticed a particular uptick in requests from players who cite another source of motivation: getting fan votes for the All-Star Game.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">The ideal playbook, in that regard, was laid out last season, when Tyrese Haliburton of the Indiana Pacers rode a wave of Chinese social media support to lead Eastern Conference guards in fan voting, earning a surprising spot as a starter for the 2024 All-Star Game.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">\u201cI know people see a player in Indiana and don\u2019t expect that,\u201d Mr. Haliburton said at the media day for that game, \u201cbut the love I\u2019ve received from my fans in China has been amazing.\u201d<\/p>\n<p class=\"css-at9mc1 evys1bk0\">According to Matthew Spalter, Mr. Brunson\u2019s team at C.A.A. similarly approached East Goes Global about executing a \u201cmassive All-Star push\u201d for this year\u2019s game. The results? Even though Mr. Brunson finished third among Eastern Conference guards on fan ballots, he was named a starter under the league\u2019s weighted voting formula, which also incorporated votes from the news media and the players.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">\u201cI think it helped a lot, and I\u2019m really appreciative of it,\u201d Mr. Brunson said in February of the help from Chinese fans, adding that he planned to post a message of gratitude after the All-Star break.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div data-testid=\"companionColumn-6\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">Sure enough, a week or so later, a 44-second video was uploaded to Mr. Brunson\u2019s account on Bilibili, China\u2019s equivalent of YouTube. The video features behind-the-scenes footage from his trip to the game in San Francisco.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">\u201cThanks to my friends at Bilibili for voting and supporting me,\u201d the caption read \u2014 in Chinese characters, of course.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<p><script async src=\"https:\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-6606220950177433\"\r\n     crossorigin=\"anonymous\"><\/script>\r\n<!-- ItShrt World News -->\r\n<ins class=\"adsbygoogle\"\r\n     style=\"display:block\"\r\n     data-ad-client=\"ca-pub-6606220950177433\"\r\n     data-ad-slot=\"1882483372\"\r\n     data-ad-format=\"auto\"\r\n     data-full-width-responsive=\"true\"><\/ins>\r\n<script>\r\n     (adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script>\r\n<br \/>\n<br \/><a href=\"https:\/\/www.nytimes.com\/2025\/03\/12\/style\/nba-china-social-media.html\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Jalen Brunson first experienced the fervor of the N.B.A.\u2019s biggest international market in 2018 when, as a rookie, he traveled<\/p>\n","protected":false},"author":1,"featured_media":12574,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35],"tags":[2921,4089,349,4091,4090,4092,118],"class_list":["post-12573","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-world","tag-basketball","tag-brunson","tag-china","tag-east-goes-global","tag-jalen-1996","tag-national-basketball-assn","tag-social-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>NBA Stars Like Jalen Brunson Enlist Social Media Surrogates to Expand Reach in China - World News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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