Monday, April 21, 2008

Frogs Heart Dalai Clique!


The French maneuvering is choice. The cadre cannot gives up its wine cellars, and the idea of a spring without Frog style is daunting. Now Sarkozy tries that neat word finesse. The cadre is not certain what is to be done. Without Paris, what is the point of the cadre's special access to stores in Cadreville?

Sarkozy Aims to Limit Chinese Anger
Over Paris Olympic Torch Protests
By STACY MEICHTRY
April 21, 2008 5:39 p.m.
PARIS -- French President Nicolas Sarkozy has launched a diplomatic offensive aimed at quelling Chinese anger over protests that marred the Olympic torch's recent journey through the French capital.

On Monday Christian Poncelet, president of the French Senate, traveled to Shanghai carrying a letter from Mr. Sarkozy to Jin Jing, a wheel-chair bound torchbearer who has become a symbol of Chinese outrage after she was photographed shielding the Olympic flame from a lunging pro-Tibetan protester.

Mr. Poncelet was expected to deliver a separate letter from Mr. Sarkozy to Chinese President Hu Jintao later in the week.

The gesture underscores the fine line Western politicians must walk in safeguarding business ties in China as they seek to pressure Beijing to improve its human rights record.

In the wake of Beijing's crackdown in Tibet, Mr. Sarkozy has refused to say whether he'll attend the opening ceremony of the Games in Beijing, calling for dialogue between the Dalai Lama and China's government.

His position, along with disruptions to the torch relay in Paris, has helped fan the flames of public criticism of France in China.

Chinese protesters gathered in front of French retailer Carrefour in several Chinese cities this weekend, demanding a boycott of French goods. Chinese chat rooms and Web sites, meanwhile, have been awash in rumors accusing Carrefour, China's largest foreign retailer, of supporting the Dalai Lama -- an allegation the retailer denies.

It was the images of Ms. Jin being assailed by a protester as she carried the torch in Paris, however, that initially sparked the Chinese backlash. The ensuing chaos forced organizers to call off the relay halfway through its planned trip through Paris, ushering the Olympic flame inside a heavily-guarded bus.

In his letter addressed to "Mademoiselle Jin Jing," Mr. Sarkozy described the disruption as "inadmissible" and praised Ms. Jin's "courage." Mr. Sarkozy also invited Ms. Jin to return to Paris as his "personal guest."

Former prime minister Jean-Pierre Raffarin is expected to travel to China to meet Chinese Premier Wen Jiabao. Jean-David Levitte, one of Mr. Sarkozy's top foreign policy advisors, is expected to follow.

It is unclear, however, how Mr. Sarkozy's efforts to charm the Chinese public will play at home, where the French President is struggling to regain popularity.

The Paris city council Monday named the Dalai Lama and Chinese dissident Hu Jia "honorary citizens" of Paris.

Write to Stacy Meichtry at stacy.meichtry@wsj.com

Frogs Heart Dalai Clique!

Sarkozy Aims to Limit Chinese Anger
Over Paris Olympic Torch Protests
By STACY MEICHTRY
April 21, 2008 5:39 p.m.
PARIS -- French President Nicolas Sarkozy has launched a diplomatic offensive aimed at quelling Chinese anger over protests that marred the Olympic torch's recent journey through the French capital.

On Monday Christian Poncelet, president of the French Senate, traveled to Shanghai carrying a letter from Mr. Sarkozy to Jin Jing, a wheel-chair bound torchbearer who has become a symbol of Chinese outrage after she was photographed shielding the Olympic flame from a lunging pro-Tibetan protester.

Mr. Poncelet was expected to deliver a separate letter from Mr. Sarkozy to Chinese President Hu Jintao later in the week.

The gesture underscores the fine line Western politicians must walk in safeguarding business ties in China as they seek to pressure Beijing to improve its human rights record.

In the wake of Beijing's crackdown in Tibet, Mr. Sarkozy has refused to say whether he'll attend the opening ceremony of the Games in Beijing, calling for dialogue between the Dalai Lama and China's government.

His position, along with disruptions to the torch relay in Paris, has helped fan the flames of public criticism of France in China.

Chinese protesters gathered in front of French retailer Carrefour in several Chinese cities this weekend, demanding a boycott of French goods. Chinese chat rooms and Web sites, meanwhile, have been awash in rumors accusing Carrefour, China's largest foreign retailer, of supporting the Dalai Lama -- an allegation the retailer denies.

It was the images of Ms. Jin being assailed by a protester as she carried the torch in Paris, however, that initially sparked the Chinese backlash. The ensuing chaos forced organizers to call off the relay halfway through its planned trip through Paris, ushering the Olympic flame inside a heavily-guarded bus.

In his letter addressed to "Mademoiselle Jin Jing," Mr. Sarkozy described the disruption as "inadmissible" and praised Ms. Jin's "courage." Mr. Sarkozy also invited Ms. Jin to return to Paris as his "personal guest."

Former prime minister Jean-Pierre Raffarin is expected to travel to China to meet Chinese Premier Wen Jiabao. Jean-David Levitte, one of Mr. Sarkozy's top foreign policy advisors, is expected to follow.

It is unclear, however, how Mr. Sarkozy's efforts to charm the Chinese public will play at home, where the French President is struggling to regain popularity.

The Paris city council Monday named the Dalai Lama and Chinese dissident Hu Jia "honorary citizens" of Paris.

Write to Stacy Meichtry at stacy.meichtry@wsj.com

Sunday, April 20, 2008

Cadrettes heart Cadres: Paris, Non!

The cadre runs another false flag op, this one at home, and it is such a hit that they are over subscribed with party servants and wannabees, lining up for demonstration time well before dawn, consuming all the cakes and tea and lit at the rallies. Cadre depends upon pretenders more than the paid off. Volunteer cadre. The cadrettes.



Games Tensions on Slippery Track
China Anger Grows
As Rifts With West
Appear to Get Worse
By JASON DEAN and ANDREW BATSON
April 21, 2008
BEIJING -- A new round of Chinese protests against foreign companies and news organizations this weekend are fueling worries that tensions ahead of the Olympics could spiral, with worsening political and business consequences.

The series of protests and mutual recriminations between China and its foreign critics has exposed a stark disconnect between how China views itself and how many people abroad view China. Foreign critics are focusing on issues, such as Beijing's policies in Tibet, that many Chinese feel ignore decades of broader economic and social progress in their country.


Associated Press
Chinese students and citizens chant slogans and hold up banners, calling for boycotting French Carrefour supermarket in Xi'an, northwest China's Shaanxi province on Sunday.
Condemnation of Chinese government policies is being received in China as attacking the nation as a whole, arousing public resentment. The most vocal responses are seen overseas as government-sanctioned nationalism run amok, further reinforcing negative images of China.

Over the weekend, there were demonstrations against French retailer Carrefour SA involving thousands of people in several cities across China. They were part of a broader push for a boycott of the retailer, one of France's biggest investors in China, as punishment for the chaos of the Olympic torch relay in Paris, and for the purported support of the Dalai Lama -- vilified by Beijing -- by one of the Paris company's shareholders. Carrefour has said it has no ties with the Tibetan spiritual leader and pointed out that the vast majority of its products and employees in the country are Chinese.

Many Chinese expected this summer's Olympics in Beijing to make 2008 a year for celebrating their country's re-entry to the international community, and its rising global status from three decades of economic and political reforms. The international furor instead is feeding a deepening disappointment.

Some Western businesspeople fear that the divide could continue to widen, leading to tension within multinationals' operations or broader action against foreign companies that operate in China. "Foreign companies are indeed concerned and especially those companies that are highly visible in and outside of China," said James Zimmerman, chairman of the American Chamber of Commerce in China.

The backlash against foreign critics has also targeted Western media for alleged bias in their coverage of deadly antigovernment riots in the Tibetan capital of Lhasa last month and the resulting crackdown by Beijing. Over the weekend, Chinese students protested media bias in front of the German Parliament in Berlin, and thousands protested outside the Los Angeles offices of Time Warner Inc.-owned Cable News Network.

China's government appears worried. The ruling Communist Party walks a fine line in handling outbursts of nationalism. As the self-appointed champion of national unity, it embraces, up to a point, popular expressions of nationalism -- but also fears that, unchecked, they could derail economic growth and ruffle foreign relations.

In recent days, official commentary has urged citizens to apply their patriotic fervor in their daily work, and a front-page commentary Sunday in the People's Daily, the Communist Party mouthpiece, urged the "rational expression" of patriotism.

In recent months, China has faced devastating winter storms, a plunging stock market and consumer-price inflation at 12-year highs. The criticism of China has only added to the frustrations. "Obviously, there is a cabal, a cold war against China!" proclaims a homemade video circulating on the Internet in recent days.

China's government has seemed often unaware of how it is perceived abroad -- and often appeared far less capable than its opponents at getting its message across. "The recent events made me realize there is a huge information gap about China in this country," China's ambassador to the United Kingdom, Fu Ying, said in a speech in London last week.

Within China, the sense of injury from foreign critics is compounded by an education system that instills a deep sense of suspicion that Western powers are bent on weakening and dividing China, as they did in the 19th century. Protests advocating Tibetan independence mystify most Chinese, who have been taught all their lives that Tibet has long been part of China. And the deeply emotional Chinese response to the Tibet protests has also surprised some Westerners.

"American people feel that freedom and self-expression are very important. Chinese people feel that national unity is very important," says Wang Jianshuo, 30 years old, who works for an Internet company in Shanghai and writes a blog in English and Chinese. "There is a big gap between the West and China on which values are more important. It's not right or wrong, it's just different."

Many Chinese who are critical of their own government also feel Western condemnations of China fail to acknowledge its advances in recent decades, from lifting hundreds of millions of people out of poverty to expanding the freedoms -- albeit still limited -- that Chinese enjoy.

Western critics "think China is still very closed and that Chinese people are under one-party control and [therefore] have no human rights," says Guan Xiao, a 52-year-old Beijing resident.

Mr. Pu, the Beijing physics student, says his own background illustrates some of the progress China has experienced. Born in a poor farming village in China's northeast, he now attends one of China's top universities. Thanks to the Internet, he says, he and his classmates have access to a broad array of information, including some Western media.

People like Mr. Pu and Mr. Wang, the Shanghai blogger, feel that China doesn't often get credit in the Western media for its recent progress. "When we were silent, you said you want us to have free speech. When we were silent no more, you say we were brainwashed xenophobics," reads an anonymous Internet posting now circulating among Chinese working in foreign companies, in Chinese, English and French. "What do you really want from us?"

Often, Western critics and their Chinese respondents seem to be seeing entirely different things in the same events. Western accounts of the fracas surrounding the Olympic torch relay tend to emphasize the demands of pro-Tibet protesters, and have pointed to accusations of heavy-handedness by the blue-and-white-clad Chinese security guards accompanying the torch.

For Chinese, the image that lingers from the Paris protests is of a slight, wheelchair-bound woman clasping the Olympic torch to her body as a man wearing a Tibetan-flag bandana tries to pull it away from her.

Since then, the woman, a 28-year-old fencer named Jin Jing, has become a household name and media star, an icon for those who see China as a nation beset by unfair attacks.

Write to Jason Dean at jason.dean@wsj.com and Andrew Batson at andrew.batson@wsj.com

Cadre runs false flag: CNN blanches


The is choice. The cadre runs a false flag op in LA, and a CNN talking head gets the blame. This is a pop hit in the "Blame Melody" contest. Not likely for the top spot. The CNN T-H did speak poorly when he said "goons and thugs." The correct term is cadre. But TV is not careful. No one is much listening. I like the sign "Do you eat with that mouth?" I don't understand it, but it must be better in the proverb.


More than 1,000 ethnic Chinese protesters gathered along Sunset Blvd near N Cahuenga Blvd shouting "Liar" in front of CNN's Los Angeles office, demanding a "sincere apology" from political commentator Jack Cafferty for calling Chinese "goons and thugs" on the air last week.
Chinese Americans line Sunset Boulevard outside the network's offices to call for the commentator's dismissal.
By David Pierson, Los Angeles Times Staff Writer

April 20, 2008
Throngs of Chinese Americans protested outside CNN's offices in Hollywood on Saturday morning, calling for the dismissal of commentator Jack Cafferty, whose recent remarks about Chinese goods and China inflamed a community already angry about international condemnations directed at the host country of the upcoming Olympic Games.

The protesters lined Sunset Boulevard from Cahuenga Boulevard to Wilcox Avenue chanting "Fire Cafferty" and "CNN liar" and singing the Chinese national anthem and other patriotic songs. They waved Chinese, American and Taiwanese flags and directed their anger at the news channel's dark glass tower.


Jack Cafferty
click to enlarge

"It's really unacceptable," said John He, an organizer of the event. "It maliciously attacks all Chinese. This would not be accepted if it was directed at any other ethnic group."

On the April 9 airing of "The Situation Room," Cafferty said of America's relationship with China: "We continue to import their junk with the lead paint on them and the poisoned pet food and export . . . jobs to places where you can pay workers a dollar a month to turn out the stuff that we're buying from Wal-Mart. So I think our relationship with China has certainly changed. I think they're basically the same bunch of goons and thugs they've been for the last 50 years."

CNN later said Cafferty's comments were directed at the Beijing government.

"In this occasion Jack was offering his strongly held opinion of the Chinese government, not the Chinese people," a CNN spokesman said in a statement. "It should be noted that over many years, Jack Cafferty has expressed critical comments on many governments, including the U.S. government and its leaders."

The controversy has added fuel to a growing resentment toward the West. Many Chinese feel the West is unfairly ganging up on the country at a time when the world should be celebrating the Olympics.

Much of the blame is being directed at Western media, which the Chinese American community has accused of bias for failing to show the violence inflicted on non-Tibetans during the recent unrest in the western Chinese province and of being too critical of China.

The website www.anti-cnn.com was created last month, and CNN reported Friday that hackers had attempted to interrupt the network's website.

While the anger continues in overseas Chinese communities, the government in Beijing has attempted to control the anti-Western rhetoric online for fear of marring the experience of countless foreigners visiting for the summer games.

Saturday's protest was announced through mass e-mails and Chinese-language media.

Some of the protesters Saturday said Cafferty's words reflected a growing unease among Americans over China's growing global profile.

Lake Wang, a 39-year-old engineer from Thousand Oaks, was wearing a T-shirt that read, "Do not be jealous of China Jack." The last protest Wang attended was 19 years ago in Beijing -- the Tiananmen Square crackdown.

Wang said China has become a vastly different society since then and that the country deserved credit for the changes.

Police estimated the crowd at 1,500, but organizers said there were 10,000 attendees. A similar protest took place at CNN headquarters in Atlanta.

"Most of these people are American citizens and legal resident aliens," said John Chen, a lead organizer. "We love China and we love America too. We should not be regarded as goons and thugs."

david.pierson@latimes.com

Bangkok Smooth and the progress of the Torchgoons: Cadre prepares "Blame Melody"


The Torch makes news wherever it runs. Even the opinion "smoothly" is now a headline. The cadre is over its panic. Now comes the blame. Notice the Torchgoons in blue and white on all sides of the runner. Torchgoos are the latest job classification on Planet Earth. Look for a Torchgoon IPO at Shanghai.

Torch Run Goes Smoothly in Bangkok
Associated Press

April 20, 2008 6:02 a.m.
BANGKOK, Thailand -- Thailand's capital was awash with Chinese flags Saturday as the Olympic torch relay was run through the city's streets to great fanfare and little dissent.

The successful run, with no disruptions by demonstrators protesting China's recent crackdown in Tibet, was in contrast to the chaos that accompanied the torch's earlier visits to cities including London, Paris and San Francisco.


Associated Press
Eighty runners took part in the relay.
Heavy but not heavy-handed security was deployed along the Bangkok route, with about 2,000 uniformed and plainclothes police on special duty.

But except at one hot spot where pro-Tibet demonstrators and their pro-Beijing rivals parked themselves, the authorities had little to do except direct traffic and the mostly festive crowds.

Protests triggered by China's crackdown on anti-government riots in Tibet have dogged the torch on its way to the Olympics' opening ceremony in August in Beijing. The growing criticism of China's human rights record made this year's Olympics one of the most contentious in recent history.

Although Thailand has an active human rights community, several factors favored the torch receiving a warm welcome here. Since Thailand began disentangling itself from its Cold War pro-American stance in the mid-1970s, its governments have entertained increasingly warm relations with Beijing. The ethnic factor is also favorable. Most of Bangkok's political and business elite have some Chinese ancestry.

Whether the run goes as smoothly in the torch's next two stops, Malaysia and Indonesia, remains to be seen. Both countries have lingering problems with prejudice against their minority overseas Chinese populations, and the tensions occasionally erupt into violence.

BEIJING 2008

Read complete coverage of the Olympics and China's efforts to prepare for the Games, and track the torch's route.
Thai officials took their lead from Prime Minister Samak Sundaravej, who told his compatriots Friday that they should be proud to be hosting the torch. "Whoever tries to destroy the flame is crazy and unreasonable," he told reporters. "Why would anyone protest in Thailand? Why don't they protest in China?"

Police were instructed to keep a cautious watch for provocative anti-China signs or banners, and officials warned that any foreign activists who tried to disrupt the relay could be deported. At the relay's starting point in Bangkok's Chinatown a sole dissenter was glimpsed -- a Western woman who carried a picture of the Dalai Lama, Tibet's exiled spiritual leader. Some members of the crowd shouted for her to "get out," but she wasn't harmed.

From a stage next to a large, red, Chinese-style gate, Thai dignitaries and the Chinese ambassador delivered brief speeches as athletes stood ready with the torch. Many in the festive crowd waved Chinese and Thai flags. Bangkok Governor Apirak Kosayodhin handed the lit torch to a sportswear-clad colleague who set out through the streets, followed by many of the onlookers. Eighty runners took part in the relay. They included Thai weightlifter Pawina Thongsuk, who won an Olympic gold medal at the 2004 Summer Games in Athens.

A coalition of human rights and other activist groups staged a loud but peaceful protest in front of the U.N.'s Asian headquarters along the relay's route. "We are not here to disrupt the torch relay, but the Olympics is an event for peace and humanity. We want the Chinese government to respect the spirit of the Olympics by stopping human rights abuse in Tibet," said Pokpong Lawansiri, coordinator of the Free Tibet Movement.

The hundred or so protesters waived placards and chanted "Free Tibet" and "Shame, shame, Hu Jintao," referring to China's president. They were countered by an equal-sized, mostly Chinese-speaking crowd across the street yelling pro-China slogans. Some in the crowd following the torchbearers also jeered the pro-Tibet group. "I am glad it wasn't violent, but I think we did get a message across to the Chinese government that their crackdown on the Tibetans was not acceptable," said Narisa Chakrabongse, an environmental activist who had been named one of the torchbearers but withdrew in protest.

The torch left Thailand for Malaysia, where officials said they didn't expect any trouble for Monday's run there. But in Indonesia, where the relay will be held Tuesday, officials said the flame's route will be shortened from a planned 10-mile course down a main street in the capital, Jakarta, to a jog near the city's main sports stadium.

In the Australian capital of Canberra, organizers have shortened the route for the run next Wednesday because of security concerns, as both pro-Tibet and pro-Beijing groups were planning rallies.

After Canberra the torch will be taken to Japan, South and North Korea and Vietnam before making its China entrance when Hong Kong hosts the relay on May 2.

Copyright © 2008 Associated Press

Saturday, April 19, 2008

Conversations about the Torch and the cadre in NY and L.A. this Sunday 20 April

This Sunday 20 on WABC is all Pennsylvania primary for the Democrats; however I will speak with John Bolton of the AEI re North Korea's nukes and China, and in the course of our conversation, I will ask about Tibet and East Turkistan and the imperial over-reach of Mao that results today in a China that is not all China. That just the cadre says that all is well.

Also in LA I will speak with Peter Wonacott of the WSJ at Delhi about the protests in Delhi this week against the Torch processor, and about the Indian government's balancing of the Tibet exiles in Dharamsala and its no longer chilly relations with the cadre. Also I will speak to author Misha Glenny on his new book, "McMafia," about transnation organized crime, and will focus in part on the snakeheads of Fujian province, and the migrant labor exploitation by the cadre. The cadre is a gang boss of bosses. The statement is made in Fujian, by master criminals, that the only thing that is to fear is the party and the police.

Coke Hearts Cadre: Surprise

The cadre can buy but it can't sell.


Cheering for China Before Games Even Start
By GEOFFREY A. FOWLER
April 18, 2008; Page B1
BEIJING – For multinational marketers on the Olympics' home turf, cheerleading for China is part of the Games.

In a welter of ads and promotions directed at the country's increasingly affluent consumers, companies are appealing to Chinese pride and patriotism even as the country is being pilloried overseas.

McDonald's Corp. is asking customers to chant its Olympics refrain: "I'm loving China wins!" The company has had more than 1.3 million people register to become part of the cheering team in a nationwide contest, which is using an "American Idol"-like format to select cheerleaders for China's team during the Games.

PepsiCo Inc. isn't even an official Games sponsor but has joined in on the flag-waving and sentiment anyway. Last fall, the company turned its iconic blue can into a red one in China. It also launched an ad campaign featuring people in funny situations yelling, "I love China!"

At a time when activists and some politicians in the West decidedly aren't loving China, and the global Olympic torch relay is beset by protests, sponsors have stood firmly behind the Beijing Games. At its annual shareholders meeting on Wednesday, Coke fended off criticism from Tibetan and free-speech groups who want the company to use its influence to improve China's human-rights record. The company's chief executive, E. Neville Isdell, said he didn't believe that "stopping the torch relay is in any way over the long run going to be the right thing to do."

The Chinese see these Games as a serious affair. "Chinese people have gone through a lot in the past," says Phyllis Cheung, director of marketing for McDonald's in China. "They have very, very strong patriotism. ... Everywhere, you see people are excited."

"Nationalism is not a strategy," says Michael Wood, the China CEO of Publicis Groupe's Leo Burnett ad agency, which works for both McDonald's and Coke in China. "It is a shared value, which when executed in the right way by the right brand, can create a powerful connection with people."

McDonald's says its cheer is part of a wider effort to make the brand's restaurants into places for people inside China to celebrate -- and even gather to watch -- the Games. Many of McDonald's restaurants in China have televisions.

"We are an international company, no doubt about that," says Ms. Cheung. "What we are doing is being locally relevant, rather than getting into the arena of playing up nationalism."

Coke has about 150 people working on Olympics marketing and operations in China. The word "hong" in Chinese means both red and popular, so the song could be understood as either "Red Around the World" or "Popular Around the World."

While Coke has sponsorship agreements with athletes from around the world, including NBA star LeBron James, much of its marketing inside China revolves around Chinese athletes, like hurdler Liu Xiang and diver Guo Jing Jing, who have built popular sentiment for the hope that Chinese athletes could lead the medal count this summer. A recent survey by Asian advertising consultancy R3 and CSM Media Research found that Chinese consumers recalled Coke's promotions more than the next seven sponsors combined.

Andres Kieger, Coke's director of integrated marketing in China, demurs at the idea that Coke is appealing specifically to a Chinese sense of nationalism. The red song "is about inspiring people and opening up to the world to join and celebrate," he says. "This isn't meant as a patriotic song. It is meant as an emotional song. Red is the color of a lot of good things."

Coke has made Olympics songs for previous Games, though they usually featured less market-specific themes than "Red Around the World." During the 1988 Calgary Games, it commissioned a song called "Can't You Feel It?" and assembled a "world chorus" to sing it. In 2004, it sponsored a song performed by Greece's Despina Vandi called "Come Along Now." A music video for it features no flags or Olympic rings, just plenty of scenes of the sultry Ms. Vandi dancing, sometimes in a bikini. The idea was to "spread messages of optimism, happiness and celebration," the company says.

McDonald's, too, has led a cheering campaign before. During the Atlanta Games in 1996, it ran a campaign called "U.S. wins, you win," in which customers could get free prizes if they collected game pieces that matched with medals won by American athletes.


McDonald's has had nearly 1.3 million people register to join the cheering team in a nationwide contest.
But nationalism can turn against foreign brands, too. Last week, a Chinese blogger called for a boycott of Coke after he found a photo from a Coke ad in Germany showing three Buddhist monks riding a roller coaster with the slogan "Make It Real" -- even as Tibet and Tibetan monks are at the heart of a wrenching national conflict in China. Thousands of other bloggers picked up on the issue, reposting the image all over China's Internet. Coke said the ad is five years old and apologized if use of the image "has caused any offense."

The challenge now for many multinational companies isn't figuring out how to appear patriotic in China, but what message to send in the rest of the world.

"Initially people imagined they would have one global marketing campaign for the Olympics. Now the theory is that you need a separate campaign for China versus the rest of the world," says Greg Paull, the principal of R3, which consults on Olympics advertising in China. "For the sponsors that stay the course, there is more upside in the relationship they build with their consumers in China than downside globally."

Mr. Wood, at Burnett, argues that the Chinese may not be any more patriotic than any past Games host. Rather, he says, the booming Chinese market is just getting much more attention.

"Recognizing the commercial importance of China, you are seeing messages that are skewed more specifically to Chinese people," he says.

Publicis media buying agency ZenithOptimedia estimates that advertisers will spend an extra $3 billion on the Olympics this year -- of which $900 million will be spent in China. China is already the fourth-largest market in the world for Coke, after the U.S., Mexico and Brazil, and it is in the top 10 for McDonald's.

--Juliet Ye in Hong Kong contributed to this article.