Kobe Bryant is well-loved in China not just because of his abilities. He has been visiting the country regularly, and he had shown how much he loves and value his fans there. He wouldn't be that loved if he haven't visited them.
That's a great way for NBA players to gain huge following in China. Show the appreciation of support. However, NBA isn't showing in local Chinese TV because of the tweet of Morey then. Kobe has helped the rise of NBA in China. He surely was disappointed on what happened.
