Don’t count on young people to take the west’s side on anything. They enjoy our media and the products our mega corporations make, but they don’t need them and they’ll switch to Chinese alternatives instantly.
Many Westerners have trouble coming to terms with things like "Not all the Chinese hate the CCP", or "Russians are just regular people like you and me."
Most of them are already aware, and due to state ran media and an ultra-nationalistic view, are in full support of CCP and are very much against HK and their protests.
Here is a video from a guy who lived in China for over a decade, is married to a mainland Chinese woman, has family both in Hong Kong as well as Mainland, and how it's destroying his family due to the Mainlander's views of Hong Kong: https://www.youtube.com/watch?v=q4wbx9hIN4E
Which is blatantly false. I know it's a tired meme, but there's an Orwellian panopticon powered by computers which literally rates each and every person by their level of socially desirable metrics and materially affects their daily life. That is oppression of freedom, and it's only the beginning. We've been down this road before with other autocracies in the past, but they weren't powered by machine learning...
That being said the video did give an important perspective of the overwhelming level of patriotism the Chinese people have for their country.
If they've been living under a rock where they didn't notice the defacement of the national emblem at the Liaison Office when it was widely condemned in the state media, they're not going to notice the NBA getting cancelled.
You can't expect them to miraculously find a source that doesn't condemn this as an attack on the national sovereignty of China by American imperialists.
It is arguably the Young that start this online campaign to call NBA out. The government/brands follow the suits.
The tension is high. I think watching NBA is soon to be deemed as unpatriotic by social media, and that will be one of the long-lasting legacy of this event.
How many Chinese will pay attention to "whatever those people are doing in Hong Kong" for the first time because of this ?
Which is to say, what if lots of young Chinese stand up and take notice that they can't watch world class professional basketball anymore ?
I am well aware that there is homegrown professional basketball in China, but the $4B number suggests they want to watch the NBA, which isn't surprising.
It's not obvious to me that, from the position of youth in China, the state holds the winning hand here ...