Master Kong's masterstroke with the NBA

Since announcing its partnership with NBA China in 2015, Master Kong, China's leading instant food and beverage brand, has been trying to increase its engagement with grassroots culture and the younger generation via basketball.

As part of that strategy, Master Kong, which has a consumer reach in more than 1,000 cities in China, is launching a series of themed charity and family activities during the upcoming NBA China Games 2017.

"We will launch charity activities during the NBA China Games 2017 this year," said James Wei, CEO of Master Kong.