Kobe Bryant smiles during his China charity tour luncheon at China World Hotel in Beijing on Monday, July 27, 2009. [Photo: CRIENGLISH.COM]

He reminds everyone of Michael Jordan. He sells more NBA jerseys than Yao Ming. And he is mobbed everywhere he goes. Now he has a new title: philanthropist. He is Kobe Bryant of the Lakers.

China's Soong Ching-Ling Foundation and the Kobe Bryant Family Foundation signed an agreement on June 30 in Los Angeles to establish the Kobe Bryant China Fund.

On July 27, Bryant flew to Beijing after a trip to Chengdu and Shanghai. He was greeted at a rapturous reception to announce the establishment of the Kobe China Fund.

The fund supports education, sports and cultural programs for children in both China and the United States. It will also help set up basketball schools in urban and rural areas to cultivate young basketball players and promote the development of the sport in China.

"I am very excited to help kids be better, to have better futures. Life is not just about playing basketball, winning games, and winning the championship. It's more to it. When you have an impact on people's lives in a positive way, don't just keep or hold gifts or talents to yourself, but use them to help others achieve goals."

China Central TV conducted a survey of Chinese basketball fans that indicated more than 10 million people watched 2009 NBA Finals, including more than 7 million of Bryant's fans.

Bryant's appearances in Beijing were not open to the mass media and public. Yet, fans waited in the hotel where he was staying to try to get a glimpse of the basketball star.

"We love Kobe."

"He is god."

"I love his sprit of persistence."

Besides Bryant's outstanding basketball skills, fans now have another reason to love him.

"I know he is here for a charity event."

"Are you willing to donate any money to the fund?"

"Yes, if there is a possibility."

Bryant has on many occasions expressed his willingness to become a basketball ambassador to China and the United States. Now he is doing so.

The US-focused Kobe Bryant Family Foundation will pay the salaries of four teachers who will teach Mandarin to middle-school students in the United States this fall.

So far, the Kobe Bryant China Fund has raised 42 million yuan (about 6.15 million US dollars) from various enterprises. The hosts of the Beijing reception said the fund would donate five million yuan (about 732,000 U.S. dollars) to children in earthquake-hit Sichuan Province to help them in the areas of culture and sports.

Hu Qili, chairman of the China Soong Ching Ling Foundation, presented Bryant with the Soong Ching Ling Charity Award, at the reception.

"The Kobe China Fund will boost cultural exchanges between China and the United States."