Chinese World Cup blogger racks up 10 million hits – Nick Mulvenney

From Reuters:

Beijing blogger and podcaster Dong Lu registered his 10 millionth hit on Friday morning, racing to the landmark on the back of China’s obsession with the .

The 36-year-old’s irreverent take on ’s showpiece, produced with the help of three friends in the living room of his apartment on the northeast outskirts of Beijing, has proved hugely popular with China’s on-line audience.

Sporting a multi-colored Afro wig and a fake mustache, Dong presents a podcast every other day featuring caricatures of leading players, parodies of the many soccer-themed adverts on Chinese television and the occasional song. [Full text]

For more on Chinese coverage of the World Cup see ESWN’s post “World Cup Non-Coverage in China.”