'Linsanity' a marketing dream in Asia

A Jeremy Lin towel is hung on the door at the Modell's store in New York's Times Square, Feb 16, 2012. [Photo/Agencies]

East Asian credentiality

Walker, though, pointed to American golfers Tiger Woods, whose mother is Thai, and Michelle Wie, whose parents are South Korean, as examples of athletes whose Asian roots have garnered them a strong following in the most populous continent.

"Ethnicity can be very, very important," he added. "People like to see one of their own doing very well, no matter where you are from, no matter where you are born."

In Hong Kong, however, some were less than convinced of Lin's star quality. "I think it's because he's Asian (that he's getting so much attention)," said one young basketball player, practising at Hong Kong's Wanchai Sports Center.

"He's not that special compared to the black players in the US."

Hong Kong resident Paul, a keen basketball player in his spare time, said: "I actually don't think it's that impressive. You can't compare to Yao Ming.

"It's only been five games so we don't know if his fame will continue, so you have to wait and see him play more. There's potential, but there's nothing special about him."

Taiwan's sensation-loving media has shown no such reticence and his exploits have shared the front pages of most newspapers.

The coverage, however, has been as much about the reaction to him in the US media rather than about the player himself.

"It is awesome that Lin has been added to a list of ace Chinese athletes from Taiwan who have contributed to making our days and our weekends in particular," the United Evening News opined in its Sunday edition.