Jalen Brunson, star player for the New York Knicks, is actively engaging with the massive basketball fanbase in China by establishing social media presence on Chinese platforms. His journey began in 2018 during a Dallas Mavericks trip to China, when he recognized the country's passion for basketball. To navigate the unique digital landscape, Brunson partnered with East Goes Global, a firm specializing in Chinese social media. This collaboration has led to significant growth, with over 400,000 followers across major Chinese apps, allowing him to build his brand and engage effectively with Chinese fans.
The fandom that basketball brought to that country, I thought it was really cool and interesting and something I wanted to be a part of...
I think it's important to understand your audience, and I think a lot of smart people understand what they know and what they don't know...
Even though I am the face of it, they really run it. It was key for me to let someone else do it, because they understand more than me.
Mr. Brunson has gained more than 400,000 followers across five of the country's major apps: Bilibili, Douyin, RedNote, Weibo and WeChat.
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