Yao Ming is one of the few Chinese faces recognized by American audiences," said Brook Larmer, author of "Operation Yao Ming: The Chinese Sports Empire, American Big Business, and the Making of an NBA Superstar." "As much as we scoff at sports as just a game, for China it's a crucial part of its soft power diplomacy.

The State Department's public diplomacy position "isn't about marketing," according to its current occupant, former Discovery Communications CEO Judith McHale, as much as conversations and connections, often enabled by digital and social media.