James Harden's Wine is the Hottest Ticket in China

By Abhinav August 24, 2023 NBA

[{"selector":"#anim-e96bafcb-8b3c-40cf-a509-2bfc3ebbc691","keyframes":{"opacity":[0,1]},"delay":0,"duration":1200,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c49503fa-a9a9-4aef-b41a-63fcd7754755","keyframes":{"transform":["translate3d(0px, 234.78840%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":1200,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-aeccc28c-6033-4dcc-b38b-d53fa2c17003 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate(-2.8165657994094058e-15%, -2.1494965660048699e-7%) scale(0.9009009009009009)","translate(0%, 0%) scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] NBA star James Harden's wine brand, J Harden, thrives in China, made in California's Napa Valley.

[{"selector":"#anim-094f0235-8e41-4e25-bf49-488144f78a17","keyframes":{"opacity":[0,1]},"delay":0,"duration":1200,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-603d6f17-5990-44a0-82b4-3f9d3dc53cc3","keyframes":{"transform":["translate3d(0px, 182.92932%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":1200,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a9420a65-b92b-47c4-99b9-2e5e66d6822b [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(-2.7085205151242917%, 0, 0) translate(2.3809523809523836%, 0.24605545262970682%) scale(0.9523809523809523)","translate3d(0%, 0, 0) translate(0%, 0%) scale(1)"]},"delay":0,"duration":2000,"fill":"forwards"}] Launched Feb 2023 in China, sold out fast. Second batch recently released, 10,000 bottles gone in seconds.

[{"selector":"#anim-ae2dfad0-a8a8-4d8e-9d32-efd252547383","keyframes":{"opacity":[0,1]},"delay":0,"duration":1200,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-74f7ff0f-7ec3-4283-ad60-0205c9c6b23a","keyframes":{"transform":["translate3d(0px, 213.35984%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":1200,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-0dbc18a0-8d2c-44f3-981e-e277f8827155 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(13.696830278370795%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] J Harden wine: ¥888 ($130)/bottle. A status symbol sought by Harden fans, connecting them to him.

[{"selector":"#anim-7283c34a-c51a-4b1b-be18-87880d099021","keyframes":{"opacity":[0,1]},"delay":0,"duration":1200,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2934e28a-3977-44a5-8380-260d4498df27","keyframes":{"transform":["translate3d(0px, 265.74079%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":1200,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-9406b0f2-2d20-40be-a646-050b68100876 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate(0%, 0%) scale(1.5)","translate(0%, 0%) scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] Among China's NBA darlings, Harden's wine bridges the gap, adding a personal touch to his admirers.

[{"selector":"#anim-ca90b6c3-dea8-4fd6-b166-87a7dd1e3469","keyframes":{"opacity":[0,1]},"delay":0,"duration":1200,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a04b3300-8917-49d7-8e8b-58f838113233","keyframes":{"transform":["translate3d(0px, 270.50271%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":1200,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a9896d8e-65d1-4a31-a6dd-8b57f2c8fbdf [data-leaf-element=\"true\"]","keyframes":{"transform":["translate(9.890715053979873%, -7.2054460728518075%) scale(0.8)","translate(0%, 0%) scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] J Harden's success mirrors China's wine enthusiasm. Now fifth in global wine market, demand surges.

[{"selector":"#anim-3ba43d55-5c10-4a5f-ae8f-8a019e441531 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(0, 12.121212351059137%, 0)","translate3d(0, 0%, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-5a6b5c6d-a1c6-4db7-a9e3-f1be28d0d70a","keyframes":{"opacity":[0,1]},"delay":0,"duration":1200,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a0ba70b3-b2b5-4adb-b01e-0de923f47f6a","keyframes":{"transform":["translate3d(0px, 244.31223%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":1200,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] Harden's wine is more than a sip; it's a status symbol coveted by his ardent fans, fueled by his popularity.

[{"selector":"#anim-4fdaa6a6-c845-4f93-b392-dfc218c1e5e1 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(-1.456310679611652%, 0, 0) translate(-24.271844660194176%, 24.271844660194176%) scale(1.4854368932038835)","translate3d(0%, 0, 0) translate(0%, 0%) scale(1)"]},"delay":0,"duration":2000,"fill":"forwards"}] [{"selector":"#anim-6908e268-4ee6-40f6-97b5-338a86fd2b04","keyframes":{"opacity":[0,1]},"delay":0,"duration":1200,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b4ec6922-2bd2-4340-99cf-c223a2e3d183","keyframes":{"transform":["translate3d(0px, 233.59795%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":1200,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] J Harden's victory signifies China's wine wave and celeb branding's sway, shaping the nation's taste.

[{"selector":"#anim-0d73c9a8-51d1-4a03-86dd-d52d1bc91252 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate(2.583791766400365e-15%, 2.758164185934221e-7%) scale(0.9090909090909091)","translate(0%, 0%) scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] NEXT STORY: Throwback: Hefty High School Fees That LeBron James Paid for bronny's Education THANKS FOR READING! Read Next Story