Found an interesting article on how Kobe is not only a successful brand in China but has also become an role model for the youth to look up to off the court. The article talks about how Kobe was the main attraction at the Beijing Olympics even when he was just a spectator. Because of his charity work, especially with a particular Sichuan earthquake victim, Kobe has been heralded for his generosity by the Chinese media and is even referred to as “Uncle Kobe”. It’s pretty interesting to see an African-American male (who also spent part of his time in Italy) cross not only international lines but racial ones as well to become a hero for China’s contemporary youth culture.
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