Kobe Bryant waves to fans after scoring 60 points in the final game of his career against the Utah Jazz on April 13 in Los Angeles. Photo: IC

The NBA has experienced exceptional growth in China and Kobe Bryant has been at the epicenter.

Effie Jiang, who is originally from Shandong Province but is now based in Texas as an NBA insider for Tencent, said, "Kobe has fans all over the world and in China he is super popular. There are so many fans you can't imagine it. His fans are really nuts."

Last summer in Shanghai, she interviewed Kobe at a Nike store event where tens of thousands of fans flocked simply in hopes of catching a glimpse of the Mamba. Jiang has participated in events for many NBA superstars in China and said, "With Kobe, it's a different level. Kobe is the most popular."

The Shanghai event was not unique. In recent years, NBA China CEO David Shoemaker ­attended similar events in Guangzhou, Guangdong Province and Wuhan, Hubei Province. He said, "When I've been with him, the feeling of his popularity is incredibly intense."

NBA China's rise

"Kobe's impact on this market has been phenomenal," Shoemaker noted. Congruent with Kobe's rise, the NBA has expanded. He continued, "Particularly since Kobe came into the league 20 years ago, demand for Lakers' games has been incredible and it's consistently been one of the most-watched games on CCTV nationally and also on our digital platforms."

Since its 2008 founding, NBA China's annual growth rate has exceeded 20 percent and the number of marketing partners has jumped from just a few to almost two dozen. During the 2014-15 season, more than 690 million unique viewers in China watched an NBA game.

Shoemaker said, "We now have 108 million fans and followers of NBA social media here in China. That number is quite easily the largest following for any sports league, any brand, any company, any organization here in China." Over the All-Star weekend in February, the NBA's Sina Weibo account alone generated more than 1.05 billion impressions.

This generation's M.J.

A confluence of factors bolstered Kobe and the NBA's popularities. According to Jiang, in the early 2000s, widespread television broadcasting and the Internet enabled fans to closely follow basketball.

She said, "We didn't get to watch Michael ­Jordan, but we got to watch Kobe Bryant. So for a lot of kids, Kobe Bryant is their Michael Jordan."

Favorable Chinese press clippings, an 81-point game, and five championships also proliferated his following. Additionally, many Chinese fans were introduced to Kobe after Yao Ming entered the league in 2002.

The 2008 Beijing Olympic Games also helped. Excluding national treasure Yao, no player was more popular. Of the games, Shoemaker said, "The rush of fans everywhere he went was incredible.

"Kobe has the good sense enough to know that even though he can't touch everyone, he knows to go and give them a wave and to say a few words. Because he realizes his success in the league is driven in part by all of the incredible fans of Kobe Bryant. And I think he is very sensitive to making sure he gives back to those fans."

Even attributes that generate criticism for Kobe in the West are respected in China. In the US, his desire to win can be viewed as extreme. In a 2015 GQ interview, Kobe acknowledged this, "I am a maniacal worker, and if you're not working as hard as I am, I am going to let you know about it ... Does my nature make me less enjoyable to play with? Of course ... If you want to be the greatest of all time at something, there's going to be a negative side to that."

The Chinese appreciate that ethos, focus and determination. "I think that work ethic and the values that Kobe represents ring very true here in China to a population that is very committed to working hard," Shoemaker remarked.

Jiang agreed, "With Kobe Bryant, there's consistency and his love for basketball. He's a role model for a lot of fans ... He's got a lot of ­injuries, but he never quits. The way he plays, he's very frank. He doesn't hide his feelings."

Jiang noted that young fans in particular appreciate his individualism. She said, "He really stands out in the league as a player. His personality is really different compared to other ­players ... People think we want to be traditional and conservative, but that doesn't mean we want to be traditional and conservative."

Jiang also highlighted Kobe's role in helping many of China's only children socialize, "For die-hard fans, Kobe is a part of their life. What has made it more amazing is it's not about Kobe anymore. For the fans, it's a big family. They become real friends in real life. This makes this something even more amazing than having Kobe Bryant as their idol."

Yields to Kobe 

Kobe and his sponsors have also benefited from this rabid following, rising discretionary incomes, and the nascent stages of China's economic transition toward a domestic consumption market.

According to Chinese Basketball Association data, 300 million Chinese play the sport. Many wear Kobe-branded shoes or No.24. His jersey was the best-seller every year from 2008 to 2013, even outselling Yao's. And his brand expansion continues; in 2015, it was announced that he was partnering with Alibaba to further his merchandise and content reach.

Beyond increasing his income, Kobe relishes his China visits. According to ­Shoemaker, when Kobe was in Shanghai he said, "I love it here. I've been coming back for 14 years in a row and it's a really special place for me."

Shoemaker said, "Culturally, he likes the experience, he likes the history, and he certainly loves the people."

Jiang believes Kobe's legacy extends beyond him. "Kobe proved he's a legend. The fans will always want to see Kobe Bryant. I don't see the end, I see the start of something new," she said.

Even after retirement, his aura will be palpable. She continued, "After five or 10 years, when Kobe's not playing anymore, you won't see him all the time, but you'll still have this community and family there to always remind you about Kobe Bryant."