A Brief Analysis of the Strategies for Popularizing Kickboxing Events in China—A Case Study of EM-Legend

Abstract

Based on kicking and punching, kickboxing is practiced for self-defense, general fitness, or as contact sport. With low public attention, most kickboxing events in China are now paid by sponsors. By means of literature review and logical analysis, this paper focuses on EM-Legend to examine the status quo of kickboxing events in China; then it tries to explore the social factors which affect the popularization of kickboxing events, and provides some strategies for popularizing this event. The strategies are as follows: de-administration of kickboxing events; cultivation of top brands and star fighters; combination of kickboxing with traditional Chinese martial arts.