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Bryant acts as a bridge between West, China
Source: Agencies |
February 2, 2011, Wednesday
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KOBE Bryant is taking his affection for China, and its goodwill toward him, to cast himself as a bridge between East and West through a campaign of philanthropic contributions, promotional activities and cross-cultural exchanges.
"They welcomed me with open arms and have been very positive about wanting to learn the game of basketball," Bryant said on Monday after shooting hoops with middle school-aged students in a Chinese culture initiative for a program called After-School All-Stars.
The Lakers shooting guard's charitable foundation helps fund the initiative, which includes Mandarin language lessons, Chinese cooking courses and martial arts classes. He also makes occasional visits to the basketball courts of participating schools, like the one at Bell Gardens Intermediate School in southeast Los Angeles County.
About 150 students at five schools participate in the language and culture program, said Shannon Mayock, a spokeswoman for After-School All-Stars, which was established by Arnold Schwarzenegger to provide extra academic support to disadvantaged students before he became California's governor.
Mayock said the program hopes to expand its Chinese offerings to additional campuses over the next few years.
Bryant's fondness for China has been reciprocated; his is the National Basketball Association's top-selling jersey in China, and millions of Chinese viewers tuned in to the reality show "Kobe's Disciples," which aired on that country's most popular TV station.
NBA has recognized that popularity as the association seeks to expand its business in China. Along with the 2008 formation of NBA China, an independent entity that conducts the league's China-based businesses, stoking Kobe-mania is a big part of the association's business plan.
He was featured prominently, for example, in the NBA-sponsored installation at the 2010 Shanghai Expo's USA Pavilion.
Susan Jain, a professor of Chinese language at University of California, said Bryant is performing an invaluable service by promoting familiarity with China as the country grows in stature and influence.
"They welcomed me with open arms and have been very positive about wanting to learn the game of basketball," Bryant said on Monday after shooting hoops with middle school-aged students in a Chinese culture initiative for a program called After-School All-Stars.
The Lakers shooting guard's charitable foundation helps fund the initiative, which includes Mandarin language lessons, Chinese cooking courses and martial arts classes. He also makes occasional visits to the basketball courts of participating schools, like the one at Bell Gardens Intermediate School in southeast Los Angeles County.
About 150 students at five schools participate in the language and culture program, said Shannon Mayock, a spokeswoman for After-School All-Stars, which was established by Arnold Schwarzenegger to provide extra academic support to disadvantaged students before he became California's governor.
Mayock said the program hopes to expand its Chinese offerings to additional campuses over the next few years.
Bryant's fondness for China has been reciprocated; his is the National Basketball Association's top-selling jersey in China, and millions of Chinese viewers tuned in to the reality show "Kobe's Disciples," which aired on that country's most popular TV station.
NBA has recognized that popularity as the association seeks to expand its business in China. Along with the 2008 formation of NBA China, an independent entity that conducts the league's China-based businesses, stoking Kobe-mania is a big part of the association's business plan.
He was featured prominently, for example, in the NBA-sponsored installation at the 2010 Shanghai Expo's USA Pavilion.
Susan Jain, a professor of Chinese language at University of California, said Bryant is performing an invaluable service by promoting familiarity with China as the country grows in stature and influence.
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