James Wei, CEO of Master Kong

Q: Why did Master Kong choose basketball as a marketing tool?

A: "With the growth of the middle class in China, people have been paying more attention to entertainment and sports. Master Kong wants to be a part of those worlds. Sport is becoming more and more popular in China because of the government support it receives and its rapid economic expansion.

"As a food-and-beverage company, we like to follow the trends that our consumers engage with. On the other hand, we cannot afford to participate in all kinds of sports. We need focus. The reason we chose basketball is that it's a game with a massive fan base, which, coincidentally, is our target market.