Affairs of state and the NBA

A match-up of two NBA teams might seem to have little to do with Great Power relationships and the destiny of people.

But let me delve a little into the match-up the other day of the Houston Rockets and the Milwaukee Bucks. As most young Chinese men know, Yao Ming plays for the Rockets and the rookie Yi Jianlian plays for the Bucks. The match, seen Saturday morning in China because of the time difference, marked the first match between China’s two biggest players and their teams.

The game, of course, was aired live in China, and the numbers alone are staggering. While China doesn’t release the equivalent of Nielsen ratings, it is presumed that between 100 million and 200 million Chinese tuned in, setting a ratings record. The game was carried by as many as 19 networks in China. That is more than generally watch the Super Bowl in the United States.

One could argue that the draw was Yao Ming and Yi Jianlian. I say the draw is something much, much broader, a huge display of U.S. “soft power” in China. Click here to see a recent story I wrote about the NBA’s plans to develop a league in China, and the appeal the sport has on young Chinese.

Why do 300 million Chinese consider themselves NBA fans? Why are 400 million articles of NBA-related apparel sold in China each year?

It’s worth noting that Yao and Yi are not the most popular NBA players in China, based on jersey sales. Kobe Bryant, Alan Iverson, Tracy McGrady and Dwyane Wade top the list. So what does that mean? Chinese aspire to the flamboyant individuality of the big stars of the NBA, the ball hogs, the shooters. They like the way they are aggressive, me-first players. Kobe Bryant barely knows how to pass.

Think about it: The rising generation of Chinese men are all “little emperors.” They grew up in one-child families. Yet in many ways, they are still controlled by their parents and the state. Now consider the NBA. The top players are indeed “emperors” in the way they live and play.

So debate as some do about China’s rising “soft power,” the pull of its culture and its influence worldwide, this NBA thing shows that other cultures have major influence on the Chinese. Beside the upcoming Olympic Games, which are about much more than China, what event originating in China could possibly have that kind of draw outside the country?

In a broader sense, as China rises, what will become the future calling cards of its “soft power?” After Japan’s rise in the 1980s, the world became very quickly familiar with sushi, Nintendo and anime. China will surely make its mark. What will it be?

Comments

[A B]

Food would be the No. 1 mark on the world.

Bets: Beijing Duck, Dim Sum, Noodles, Cantonese BBQ, Dumplings, Hams, Hot Pot, 'Mogolian' BBQ.

Hand Held Computing / Communication Devices in electronics.

Mahjong.

[ccarne]

they have been studying well. not one here knows how to pass and they all refuse to play defense. sounds NBA-esque

[Mike]

Do you think they count fake shirts?

[Pffefer]

"this NBA thing shows that other cultures have major influence on the Chinese."

This is a no-brainer. Of course other cultures, especially the dominant American pop culture have major influence on almost everybody, including the Chinese. Everybody wants to be American these days. Well, except the Canadians.

But I don't agree with what Tim is saying though, I think the big TV rating was more about Yao and Yi as opposed to "America" and "NBA". They air a lot of NBA games live these days, and how come those didn't generate such a big of an audience?

Soccer is still by far the No.1 sport in China and the events like the UEFA Cup, Euro Cup, World Cup etc. generate viewers that far dwarf those by the NBA.

[Tim J]

Mike, yes I think they count the fake jerseys. Not many Chinese out there are willing to fork out the $25 (or whatever it costs) for a legitimate NBA jersey.

Pfeffer, I don't agree that soccer is "by far the No. 1 sport in China." Every time I look at the basketball courts, there are people out there playing. Not so for the soccer fields. Sure, people watch the World Cup. It's only once every four years, like the Olympics. But how many Chinese networks carry the UEFA Cup? Compare it to how many aired the Bucks-Rockets game.

[nanheyangrouchuan]

The NBA has left EUFA in the dust. Why? Not only because of flamboyant, bling bling, get mine now NBA players, but two of those players are Chinese starters, that's why. Yao has the pimpin' house, more than one luxury ride, swimming pool, etc and eventually Yi will too.

Whether they ever become top talent isn't the question, Houston has sucked since Kareem left (and were going downhill anyway) and Milwaukee hasn't been consistently good since everyone wore knee-high socks and thick sweat bands, so having mediocre Chinese players starting for them can't hurt but probably won't help much either.

As for China's soft power, it comes mostly in the form of bribes and military deals that MNCs have used for decades. Chinese food won't get any popular and Japan has taken all of the best of Asian culture and made it ultra cool.
They are anime, electronics and the face of Asia, period.

[Pffefer]

Tim, the reason why you don't see Chinese kids playing soccer everywhere is because China doesn't have many decent soccer fields and most of them are not open to the public. Chinese kids grew up kicking soccer balls in make-shift fields (for example the concrete basketball court found in most Chinese middle and high schools). The NBA is definitely getting more popular, make no mistake, and nh is certainly right to point out why (for the first time I agreed with him), but poll the people and ask them if they like soccer or basketball better, 8 out of 10 will tell you soccer, hands down. Again, the huge rating was generated by the clash of the two Chinese titans, not the NBA itself.

[Tim J]

I don't agree with you, Pffefer. The reason soccer is losing popularity is because Chinese soccer has been tainted by "black whistle" scandals and match-fixing. You saw the news reports last year. In many countries, you don't need soccer fields to play soccer. You play anywhere that's flat. I never see Chinese kids in the streets playing soccer like I do in other countries.

Also, while Yao and Yi are great draws to the NBA, why do Chinese fans not rush to buy their jerseys? According to the NBA, there are six other players, non-Chinese, whose jerseys are more popular. I'm not dissing either Yao or Yi. They are indisputably great players. I'm just saying some young people see a lot of appeal in the strutting style of some of the hotdog players.

[Pffefer]

Tim, you are absolutely wrong. Actually Chinese kids are told not to play soccer at school because the school facility does not accommodate it (they have to play on the concrete, and chances are, on the open basketball court), but many kids simply ignore the ban and play on. How many Chinese schools have you visited? Of course you don't see people playing soccer out open in the streets, you know how dangerous Chinese streets are. However, I have seen many Chinese kids playing soccer (not necessarily using a soccer ball) in quieter Hutongs.

As for buying NBA jerseys, where do you buy them anyway? I thought you could only get counterfeit jerseys in China. Again, if the NBA is so popular, how come only the Yao-Yi game generated this kind of rating, not the average NBA games?

If you don't trust me, ask around and see if soccer is losing steam in China. No matter what they say about not watching their national team playing, they will watch.