Congqing — NBA superstar Stephen Curry lit up Chongqing during a three-day visit that blended basketball, culture, and city marketing, drawing global attention to the mountainous metropolis and marking a new milestone in its international branding efforts.
On the evening of Aug. 19, Curry stood on the deck of a two-river cruise at Chaotianmen, where the Yangtze and Jialing rivers meet, waving to cheering crowds. Against the glittering night skyline, the Golden State Warriors guard experienced what locals call the "8D magic" of Chongqing, a city defined by steep hillsides, dramatic bridges, and vibrant lights.
Curry's first trip to Chongqing in a decade, included a three-day training camp where more than 100 young players learned NBA-style drills. Thousands of fans packed the Chongqing International Expo Center to watch the four-time NBA champion demonstrate his shooting prowess. The city's U18 women’s basketball team said the lessons would help them prepare for China's National Games.
As part of his partnership with Under Armour, Curry also donated basketball equipment to five rural schools in Chongqing.
Stephen Curry coaches young players at a training camp. (Photo/Li Yuheng)
For many fans, Curry's return was emotional. Shi Ye, 28, who has followed Curry since 2015, was moved to tears after being selected to receive an autograph. "I've loved Curry for 10 years, and today my dream finally came true," he said.
A well-known sneaker blogger, “SOLE Journey,” drove 3,000 kilometers from Beijing in a Curry-themed car, which caught Curry’s attention and earned a signature and photo. Across social media, fans praised Chongqing as much as Curry, with one post reading: “Thank you, Chongqing, thank you, Curry, for making my dream come true.”
A lively scene inside the themed exhibition hall as Under Armour launched the UA Curry Asia Tour in Chongqing. (Photo/Li Yuheng)
Chongqing, the only stop on Curry's Asia tour, orchestrated an elaborate welcome: a Curry-themed Line 2 monorail train, graffiti street installations at Sichuan Fine Arts Institute’s Huangjueping Campus, Curry-themed shuttle buses from Wushan Cultural Tourism, and a drone light show over the Yangtze.
Stephen Curry and his team watch a spectacular drone show. (Photo/Li Yuheng)
Curry embraced the city’s hospitality. He cruised the rivers, posed in front of the drone show — calling Chongqing “so unique, so amazing” online — and sampled regional dishes from the city’s “Yuwei 360 Bowls” project.
The superstar’s affection for Chongqing dates back to Sept. 7, 2015, when he first visited after winning his initial MVP award and NBA title. At the Chongqing MixC, fans filled the venue, and Curry, without any superstar pretension, played with young fans, ate hotpot, and praised the city, saying, “Chongqing is beautiful, the people are wonderful—I’m thrilled to be here.”
Ten years later, both Curry and Chongqing have changed. Curry, now 37, holds four championship rings and is regarded as the greatest shooter in NBA history.
Chongqing has elevated its global profile, hosting major sports events such as the China Cup Figure Skating Grand Prix, the China Curling Open, and the National Rhythmic Gymnastics Championships.
On June 10, 2025, China’s national soccer team defeated Bahrain 1–0 at Longxing Stadium in Chongqing during the final round of the 2026 FIFA World Cup Asian Qualifiers. The 52,000-strong crowd turned the 60,000-seat stadium into a sea of red, symbolizing Chongqing’s ambition to use sports as a bridge for tourism, culture, and economic growth.
Curry’s visit generated staggering online traffic. By 5 p.m. on Aug. 20, Douyin reported that the “Curry China Tour” hashtag had 1.86 billion views, while “Curry Chongqing” surpassed 50 million. On Weibo, topics such as “Curry Chongqing” and “Curry Drone Show” drew more than 30 million views.
Overseas fans also reacted, with one American posting, “Thanks to Curry, I discovered Chongqing’s amazing drone show.” Videos of Curry exploring local electric vehicles and robotics amplified Chongqing’s technological image abroad.
According to official data, Chongqing ranked fourth among Chinese cities for overseas online influence in 2024. A June 23, 2025, report released in Beijing by the China Tourism Academy ranked Chongqing fifth in annual international communication influence.
Experts say Curry’s visit exemplifies how athletes can boost city branding. Luo Zibo, chief expert at the Yangtze River Tourism Research Base of the China Tourism Academy and director of the Chongqing Cultural and Tourism Development Research Center, said Curry’s presence highlighted the city’s “triple focus” of iconic landscapes, technological innovation, and celebrity appeal.
“Chongqing’s new rhythm is not only about urban aesthetics but also about technological innovation, from drone shows to intelligent manufacturing like CHANGAN Automobile,” Luo said. “Sports, celebrities, and tourism are all media for strengthening city image marketing and driving holistic development.”
For Chongqing, Curry’s visit was more than short-term publicity. The trip represents a step toward long-term international branding by combining his global star power with the city’s natural beauty, cultural depth, and rising technological profile.
For fans, it was all about one thing: a chance to see their hero up close. For the city, it was proof that sports icons can turn local passion into global visibility.
“Chongqing, you’re amazing,” Curry wrote after the drone show. For a city aiming to shine brighter on the world stage, few endorsements could be more valuable.
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