Because of the sheer size of China, the number of media outlets, and the importance of social media in the country, China is perhaps the easiest market in the world to make a lot of noise for a little money. For a relatively modest investment in a media event, in the space of a day you can count on 20, 50, or even 100 articles being published about your company and what it plans to do in China. I managed one event, for a mobile phone manufacturer, that produced over 500 articles within a week.