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World X-GAMES Asia 2012
 
 
 
Yangpu Creates X Games Brand

 

By Qin Dongyin

Extreme motorcycle stunt

Yesterday, KIA X Games Asia 2012 ended at Jiangwan Sports Center. The six-year-old Games have become Yangpu’s traditional event for annual May Day holidays. 67,600 people including many tourists from home and abroad watched the extreme games carnival amid a thrilling and fashionable atmosphere attracted, hitting a record high.

Extreme games was introduced into China in the 1990s. Most Chinese people did not accept it because of unacquaintence of it and cultural difference. “Many people only see the danger of extreme games but they neglect that it can motivate teenagers to overcome difficulties, challenge themselves and express individuality. You may have a fall even when you are walking and riding a bike. Moreover, there are protective measures for extreme games. Yangpu have held the games for six years, which plays an important role in popularizing the games. At the beginning, few people watched the games, and the audience was called up. Now people buy tickets for the games. And many parents support their children to do extreme sports,” told Liu Fumin, Director of the Department of Sports Economy of General Administration of Sport of China and Chairman of Chinese Extreme Sports Association. At present, Chinahas national extreme games inBeijingand Huzhou etc. and nearly 200,000 extreme games amateurs.

According to statistics, 320,000,000 people watched KIA X Games Asia 2011 through ESPN’s 1,200 hours of webcast, rebroadcast and recorded broadcast, which reflected the global influence of extreme games. “Yangpu X Games” has become a brand known to foreign extreme games lovers just as Cannes Film Festival and Qingdao Beer Festival.

Deputy District Governor Wu Qianyu said, “CNN’s internet poll shows that Yangpu extreme games ranks the eighth ofShanghai’s 20 key tourism programs. In our visit inNew Zealand, local children also said they knew the extreme games of Yangpu,Shanghai.” Wu says Yangpu loves extreme games because of the spirit behind it. “The spirit of extreme games lies in keeping challenging the limit just like city spirit. To Yangpu, extreme games is far more than sports but a carrier of big culture.

In addition to its popularity abroad, “Yangpu X Games” has a substantial momentum of growth in Yangpu. Building its brand of extreme games, Yangpu is also considering about extreme games’ development in the real sense. Rated as “the biggest extreme sports park in the world” by the Guinness Headquarters of Shanghai Great World, well-equippedShanghaiSMPExtremeSportsParkinNewJiangwanTownhas become a place forShanghaiextreme sports lovers to communicate with each other.

Besides, young extreme athletes Gao Qunxiang and Sun Kunkun fromXi’antook part in exhibition game on behalf of Yangpu this year. We will probably see Yangpu-bred extreme games masters in the future.

Source: Page 8, Jiefang Daily, May 2, 2012

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