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The popularity of basketball in Asia has grown during the last decade, in part because of former Houston Rockets center Yao Ming of China, who retired last year. New York Knicks guard Jeremy Lin has become an overnight sensation in Asia, especially in China and Taiwan. Lin, whose parents were born in Taiwan, is the first Asia-American player in the NBA. Costello said Dunkin is happy to have snagged James, who has been an All-Star for eight seasons. Lin "certainly is an exciting new player with 20 games to his history," said Costello, who is Dunkin's chief global marketing and innovation officer. "But Lebron James has had a fabulous nine years. We think the excitement around Jeremy Lin will actually create more awareness in Asia." James, 27, is in his ninth NBA season since turning professional straight out of high school. His Miami Heat lost in last year's finals to the Dallas Mavericks.
[Associated
Press;
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