Jalen Brunson and others are capitalizing on the Chinese fanbase, utilizing local platforms to enhance their visibility and opportunities.
**Breaking the Digital Barrier: NBA Stars Leverage Chinese Social Media for Success**
**Breaking the Digital Barrier: NBA Stars Leverage Chinese Social Media for Success**
As NBA players seek to expand their reach in China's market, social media management companies like East Goes Global play a key role.
Jalen Brunson, the charismatic guard for the New York Knicks, first caught a glimpse of the enthusiastic NBA following in China during a 2018 preseason tour with the Dallas Mavericks. The warm embrace from fans left a profound impact, igniting Brunson's desire to cultivate a deeper connection with the massive basketball community in the country.
Now, as a rising star at age 28, Brunson has taken significant strides to fulfill this ambition. A pivotal move was his collaboration with East Goes Global, a digital management firm specializing in creating and maintaining social media presence for athletes in China. With their assistance, Brunson has amassed over 400,000 followers on five popular Chinese platforms: Bilibili, Douyin, RedNote, Weibo, and WeChat.
This strategic adjustment reflects a broader trend among NBA players aiming to establish themselves in China's vast market, where basketball has become a cultural phenomenon. However, the complexities of language barriers, societal norms, and a unique digital ecosystem—where Western social media sites face restrictions—have necessitated professional assistance in navigating these hurdles.
"I think it's critical to understand your audience, and knowing what you don't know is equally vital," Brunson stated. He emphasized the importance of delegating social media management to those experienced in the field, acknowledging that while he is the face of his accounts, it's the expertise of his team that drives their success.
Founded in 2018 by Andrew Spalter, a former music manager now based in Austin, Texas, East Goes Global is part of a growing network of companies addressing this demand. Another notable figure in this realm is Coral Lu, who manages social media for stars like Kawhi Leonard and Paul George. Additionally, companies like Mailman, headquartered in Shanghai and part of IMG, oversee numerous accounts for various active players.
As the global allure of the NBA continues to rise, the intersection of sports and digital media in China is a game-changer for players looking to bolster their brand while embracing the enthusiastic fanbase.
