MLB steps up to the plate to embrace China's new generation

The sports-entertainment crossover has become a very popular marketing ploy to promote brand expansion, and for the most part the concept has been enormously successful.

One such example is Major League Baseball's "MLB Perfect Pitch 2019 Hip-Hop Challenge", which launched on June 28, attracting massive attention among China's younger generation by integrating the cultural elements of baseball and hip-hop.

"MLB Perfect Pitch 2019 Hip-Hop Challenge" was made possible by the enthusiastic efforts of fans of Viho Yang Wenhao, China's most popular hip-hop dancer. On the Douyin video platform, Viho invited users to imitate his baseball-inspired moves, creating the nation's first MLB-authorized baseball+hip-hop event.