Jalen Brunson, a standout player for the New York Knicks, has embraced the substantial basketball fanbase in China. Originating his journey in 2018 with the Dallas Mavericks for preseason games in China, Brunson was deeply impressed by the fervent support and has since sought to build a significant online presence there. Despite language barriers and the complexities of the insular Chinese internet, which blocks many Western social media platforms, he enlisted the digital management company, East Goes Global, to create and manage his Chinese social media accounts.

This strategy has paid off for Brunson, helping him amass over 400,000 followers across popular Chinese apps like Bilibili, Douyin, RedNote, Weibo, and WeChat. Brunson is among several NBA players trying to tap into the Chinese market, a region where the NBA enjoys significant following. However, due to the digital landscape being dominated by local platforms and heavy government regulation, most players need specialized assistance to navigate these waters effectively.

Brunson emphasizes the importance of understanding his audience and works closely with East Goes Global, allowing the digital experts to manage his online content and engagement. This collaboration isn’t unique; other NBA stars like Kawhi Leonard and Paul George have similar setups through companies with specific expertise in the Chinese digital market.

The effort to establish an online presence in China comes at a pivotal time for the NBA following the 2019 diplomatic tension sparked by a tweet from then-Houston Rockets general manager Daryl Morey, which led to a significant drop in the NBA’s visibility in China. Though relations have since improved, with the league set to play exhibition games in Macau next October.

For NBA players like Brunson, the push into China isn’t just about expanding their brand; it’s also a strategic business move, offering potential sponsorships, tours, and increased fan votes for the All-Star Game—a key motivation for many players as evident in the success of player Tyrese Haliburton of the Indiana Pacers. Utilizing local content creators, players can tailor their posts to resonate with the Chinese audience, ensuring that their online persona in China isn’t merely a reflection of their Western content but instead speaks directly and personally to their Chinese fans.

Brunson’s intentional approach to interacting with his Chinese fans, including personalized content like a New Year’s session tasting Chinese snacks, highlights the growth of the player-fan relationship beyond Western borders. His acknowledgments of support from Chinese fans post-All-Star voting further underscore the value he and his team have placed on this burgeoning online connection. In conclusion, Jalen Brunson’s proactive engagement in China’s social media landscapes underlines a growing trend among international athletes looking to expand their influence globally, leveraging their talent to foster meaningful connections across cultures.

Source: https://www.nytimes.com/2025/03/12/style/nba-china-social-media.html