Why is Kobe Bryant so popular in China?

The Black Mamba’s rise in the world’s most populous nation can be attributed to many factors, most notably timing. Kobe came along right as China’s favorite son Yao Ming entered the NBA. With so many games available on Chinese TV at the turn of the century, it was Bryant’s Lakers that were the most successful during that era, winning five NBA titles, which meant lots of airtime in a country of more than a billion people.

It also helps that he actually receives airtime for the myriad of products from companies like Nike, Sprite and Smart Car that he endorses in China.

Like many of today’s players, Bryant has made it a priority to come to the Middle Kingdom to market his brand and the sport. The difference is that the 18-time All-Star has been doing so for almost 20 years, first arriving in 1998 for a basketball clinic. A promotional tour for Adidas in 2001 soon followed. After that, he came with his new footwear provider Nike every year from 2006 to 2015.

He also helped produce a six-episode reality series in 2008. “Kobe Mentu” loosely translated to “Kobe’s Disciples” featured a group of Chinese youngsters receiving training from the five-time NBA champion, with the top players getting a chance to participate in a final game in Beijing under Kobe’s watch.

Bryant himself almost played in China. During the 2011 labor stoppage, rumors circulated that the Mamba and a group of NBA stars would tour the country for a basketball tour. But once the lockout was settled, that idea was quickly shelved.

All this exposure has helped Bryant have the top-selling jersey in China six of the last ten years. Despite being retired from the sport for more than a year, he still registers well in today’s digital environment, as the former Lakers star has more followers on Weibo (Chinese twitter) than current star and two-time MVP Stephen Curry. Bryant registers 5.24 million followers, almost double the 2.91 million that the Golden State Warriors guard has.