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NBA Stars Like Jalen Brunson Enlist Social Media Surrogates to Expand Reach in China

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NBA Stars Like Jalen Brunson Enlist Social Media Surrogates to Expand Reach in China

Jalen Brunson first experienced the fervor of the N.B.A.’s biggest international market in 2018 when, as a rookie, he traveled with the Dallas Mavericks to China for a pair of preseason games. The trip itself was brief, but the reception that Mr. Brunson and his teammates received left a lasting impression.

“The fandom that basketball brought to that country, I thought it was really cool and interesting and something I wanted to be a part of,” Mr. Brunson said in a recent interview.

Now a star for the New York Knicks, Mr. Brunson, 28, took a crucial step toward that goal before the current N.B.A. season when his representatives at Creative Arts Agency enlisted a digital management company, East Goes Global, to create and run Chinese social media accounts for him. In the months since, Mr. Brunson has gained more than 400,000 followers across five of the country’s major apps: Bilibili, Douyin, RedNote, Weibo and WeChat.

Mr. Brunson is one of several N.B.A. players looking to establish an online presence in China, where millions of people follow the league closely. But given the language barrier and differing societal norms and trends — not to mention an insular Chinese internet where popular western platforms such as YouTube, Instagram and X are blocked and content is reviewed by the government — most have sought help from companies with specific expertise in navigating the digital landscape.

“I think it’s important to understand your audience, and I think a lot of smart people understand what they know and what they don’t know,” Mr. Brunson said. “It was key for me to let someone else do it, because they understand more than me. Even though I am the face of it, they really run it.”

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Founded in 2018 by Andrew Spalter, a former music manager who lives in Austin, Texas, East Goes Global is not alone in providing such a service. Coral Lu, a former ESPN reporter, handles the Chinese social media accounts for Kawhi Leonard of the Los Angeles Clippers and Paul George of the Philadelphia 76ers. The IMG-owned company Mailman, based in Shanghai, manages 30 accounts for 14 active players.

“For the player, some people are really motivated by engaging with their global audience, and in cultures where basketball is huge,” said Matthew Spalter, the chief operating officer of East Goes Global, who is Andrew’s brother. “There’s also the business perspective: ‘During my basketball career, how can I scale my business? And, post-career, how can I make sure I’m not gone forever?’”

The player-led push is coming at an important time for relations between the N.B.A. and China. In October 2019, a year after Mr. Brunson’s trip, a pro-Hong Kong social media post from Daryl Morey, then the general manager of the Houston Rockets, led to China pulling N.B.A. games off national television and ending the N.B.A. China Games, which had been played annually since 2012.

The freeze from Mr. Morey’s post, however, has significantly thawed, and the league is planning to play two exhibition games next October in the Chinese territory of Macau. With help from groups like East Goes Global, some players will be ahead of others should the relationship between the league and China return to its previous heights.

The work of the groups typically begins by reaching out to the various platforms to verify the player’s accounts — and often, as with Mr. Brunson, creating them in the first place. But further measures can be required, as when the team at Mailman helped an N.B.A. All-Star client recover his page on Douyin, China’s equivalent of TikTok, after it had been taken over by a mysterious third party that was posting spam content.

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Next comes the process of creating content for a Chinese audience. Success, according to the people involved, goes beyond simply using the native language in captions and adding trending background music.

“Mirroring the same content on your Chinese channels as your western ones really isn’t diving deeper into that Chinese culture,” said Michael Lin, a vice president of digital at Mailman who oversees its U.S. sports operation. “Athletes do a lot better when they’re creating personalized content that’s speaking to the Chinese fans.”

For Mr. Brunson, this has meant meeting periodically with East Goes Global staff members to film exclusive videos for his Chinese accounts, including a marathon two-hour session heading into last month’s Chinese New Year during which he sampled Chinese snacks and wrote his name in Chinese characters.

“I thought that was really cool,” he said.

There are numerous business possibilities for N.B.A. players in China. Some have gone on huge tours across the country. Others have signed endorsement deals with Chinese shoe companies. James Harden, a star for the Clippers, sold 10,000 bottles of wine in five seconds during a Douyin livestream.

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But Mr. Lin has noticed a particular uptick in requests from players who cite another source of motivation: getting fan votes for the All-Star Game.

The ideal playbook, in that regard, was laid out last season, when Tyrese Haliburton of the Indiana Pacers rode a wave of Chinese social media support to lead Eastern Conference guards in fan voting, earning a surprising spot as a starter for the 2024 All-Star Game.

“I know people see a player in Indiana and don’t expect that,” Mr. Haliburton said at the media day for that game, “but the love I’ve received from my fans in China has been amazing.”

According to Matthew Spalter, Mr. Brunson’s team at C.A.A. similarly approached East Goes Global about executing a “massive All-Star push” for this year’s game. The results? Even though Mr. Brunson finished third among Eastern Conference guards on fan ballots, he was named a starter under the league’s weighted voting formula, which also incorporated votes from the news media and the players.

“I think it helped a lot, and I’m really appreciative of it,” Mr. Brunson said in February of the help from Chinese fans, adding that he planned to post a message of gratitude after the All-Star break.

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Sure enough, a week or so later, a 44-second video was uploaded to Mr. Brunson’s account on Bilibili, China’s equivalent of YouTube. The video features behind-the-scenes footage from his trip to the game in San Francisco.

“Thanks to my friends at Bilibili for voting and supporting me,” the caption read — in Chinese characters, of course.

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After years of avoiding the ER, Noah Wyle feels ‘right at home’ in ‘The Pitt’

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After years of avoiding the ER, Noah Wyle feels ‘right at home’ in ‘The Pitt’

Wyle, who spent 11 seasons on ER, returns to the hospital in The Pitt. Now in Season 2, the HBO series has earned praise for its depiction of the medical field. Originally broadcast April 21, 2025.

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Doctors says ‘The Pitt’ reflects the gritty realities of medicine today

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Doctors says ‘The Pitt’ reflects the gritty realities of medicine today

From left: Noah Wyle plays Dr. Michael “Robby” Robinavitch, the senior attending physician, and Fiona Dourif plays Dr. Cassie McKay, a third-year resident, in a fictional Pittsburgh emergency department in the HBO Max series The Pitt.

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The first five minutes of the new season of The Pitt instantly capture the state of medicine in the mid-2020s: a hectic emergency department waiting room; a sign warning that aggressive behavior will not be tolerated; a memorial plaque for victims of a mass shooting; and a patient with large Ziploc bags filled to the brink with various supplements and homeopathic remedies.

Scenes from the new installment feel almost too recognizable to many doctors.

The return of the critically acclaimed medical drama streaming on HBO Max offers viewers a surprisingly realistic view of how doctors practice medicine in an age of political division, institutional mistrust and the corporatization of health care.

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Each season covers one day in the kinetic, understaffed emergency department of a fictional Pittsburgh hospital, with each episode spanning a single hour of a 15-hour shift. That means there’s no time for romantic plots or far-fetched storylines that typically dominate medical dramas.

Instead, the fast-paced show takes viewers into the real world of the ER, complete with a firehose of medical jargon and the day-to-day struggles of those on the frontlines of the American health care system. It’s a microcosm of medicine — and of a fragmented United States.

Many doctors and health professionals praised season one of the series, and ER docs even invited the show’s star Noah Wyle to their annual conference in September.

So what do doctors think of the new season? As a medical student myself, I appreciated the dig at the “July effect” — the long-held belief that the quality of care decreases in July when newbie doctors start residency — rebranded “first week in July syndrome” by one of the characters.

That insider wink sets the tone for a season that Dr. Alok Patel, a pediatrician at Stanford Medicine Children’s Health, says is on point. Patel, who co-hosts the show’s companion podcast, watched the first nine episodes of the new installment and spoke to NPR about his first impressions.

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To me, as a medical student, the first few scenes of the new season are pretty striking, and they resemble what modern-day emergency medicine looks and sounds like. From your point of view, how accurate is it?

I’ll say off the bat, when it comes to capturing the full essence of practicing health care — the highs, the lows and the frustrations — The Pitt is by far the most medically accurate show that I think has ever been created. And I’m not the only one to share that opinion. I hear that a lot from my colleagues.

OK, but is every shift really that chaotic?

I mean, obviously, it’s television. And I know a lot of ER doctors who watch the show and are like, “Hey, it’s really good, but not every shift is that crazy.” I’m like, “Come on, relax. It’s TV. You’ve got to take a little bit of liberties.”

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As in its last season, The Pitt sheds light on the real — sometimes boring — bureaucratic burdens doctors deal with that often get in the way of good medicine. How does that resonate with real doctors?

There are so many topics that affect patient care that are not glorified. And so The Pitt did this really artful job of inserting these topics with the right characters and the right relatable scenarios. I don’t want to give anything away, but there’s a pretty relatable issue in season two with medical bills.

Right. Insurance seems to take center stage at times this season — almost as a character itself — which seems apt for this moment when many Americans are facing a sharp rise in costs. But these mundane — yet heartbreaking — moments don’t usually make their way into medical dramas, right?

I guarantee when people see this, they’re going to nod their head because they know someone who has been affected by a huge hospital bill.

If you’re going to tell a story about an emergency department that is being led by these compassionate health care workers doing everything they can for patients, you’ve got to make sure you insert all of health care into it.

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As the characters juggle multiple patients each hour, a familiar motif returns: medical providers grappling with some heavy burdens outside of work.

Yeah, the reality is that if you’re working a busy shift and you have things happening in your personal life, the line between personal life and professional life gets blurred and people have moments.

The Pitt highlights that and it shows that doctors are real people. Nurses are actual human beings. And sometimes things happen, and it spills out into the workplace. It’s time we take a step back and not only recognize it, but also appreciate what people are dealing with.

2025 was another tough year for doctors. Many had to continue to battle misinformation while simultaneously practicing medicine. How does medical misinformation fit into season two?

I wouldn’t say it’s just mistrust of medicine. I mean that theme definitely shows up in The Pitt, but people are also just confused. They don’t know where to get their information from. They don’t know who to trust. They don’t know what the right decision is.

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There’s one specific scene in season two that, again, no spoilers here, but involves somebody getting their information from social media. And that again is a very real theme.

In recent years, physical and verbal abuse of healthcare workers has risen, fueling mental health struggles among providers. The Pitt was praised for diving into this reality. Does it return this season?

The new season of The Pitt still has some of that tension between patients and health care professionals — and sometimes it’s completely projected or misdirected. People are frustrated, they get pissed off when they can’t see a doctor in time and they may act out.

The characters who get physically attacked in The Pitt just brush it off. That whole concept of having to suppress this aggression and then the frustration that there’s not enough protection for health care workers, that’s a very real issue.

A new attending physician, Dr. Baran Al-Hashimi, joins the cast this season. Sepideh Moafi plays her, and she works closely with the veteran attending physician, Dr. Michael “Robby” Robinavitch, played by Noah Wyle. What are your — and Robby’s — first impressions of her?

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Right off the bat in the first episode, people get to meet this brilliant firecracker. Dr. Al-Hashimi, versus Dr. Robby, almost represents two generations of attending physicians. They’re almost on two sides of this coin, and there’s a little bit of clashing.

Sepideh Moafi, fourth from left, as Dr. Baran Al-Hashimi, the new attending physician, huddles with her team around a patient in a fictional Pittsburgh teaching hospital in the HBO Max series The Pitt.

Sepideh Moafi, fourth from left, as Dr. Baran Al-Hashimi, the new attending physician, huddles with her team around a patient in a fictional Pittsburgh teaching hospital in the HBO Max series The Pitt.

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Part of that clash is her clear-eyed take on artificial intelligence and its role in medicine. And she thinks AI can help doctors document what’s happening with patients — also called charting — right?

Yep, Dr. Al-Hashimi is an advocate for AI tools in the ER because, I swear to God, they make health care workers’ lives more efficient. They make things such as charting faster, which is a theme that shows up in season two.

But then Dr. Robby gives a very interesting rebuttal to the widespread use of AI. The worry is that if we put AI tools everywhere, then all of a sudden, the financial arm of health care would say, “Cool, now you can double how many patients you see. We will not give you any more resources, but with these AI tools, you can generate more money for the system.”

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The new installment also continues to touch on the growing corporatization of medicine. In season one we saw how Dr. Robby and his staff were being pushed to see more patients.

Yes, it really helps the audience understand the kind of stressors that people are dealing with while they’re just trying to take care of patients.

In the first season, when Dr. Robby kind of had that back and forth with the hospital administrator, doctors were immediately won over because that is such a big point of frustration — such a massive barrier.

There are so many more themes explored this season. What else should viewers look forward to?

I’m really excited for viewers to dive into the character development. It’s so reflective of how it really goes in residency. So much happens between your first year and second year of residency — not only in terms of your medical skill, but also in terms of your development as a person.

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I think what’s also really fascinating is that The Pitt has life lessons buried in every episode. Sometimes you catch it immediately, sometimes it’s at the end, sometimes you catch it when you watch it again.

But it represents so much of humanity because humanity doesn’t get put on hold when you get sick — you just go to the hospital with your full self. And so every episode — every patient scenario — there is a lesson to learn.

Michal Ruprecht is a Stanford Global Health Media Fellow and a fourth-year medical student.

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