He waved a replica of the red and silver torch for the Beijing Games while Chinese and U.S. flags hung from the rafters of newly built Qizhong Arena.
The public address announcer mingled English with Chinese. NBA commissioner David Stern was at the game. Jazz musician Kenny Gee sat in the front row.
"The atmosphere was amazing," James said "Everything I expected and more."
James and his Cleveland Cavaliers lost an exhibition game on the outskirts of Shanghai on Wednesday, beaten 90-86 by the Orlando Magic.
But the final score was the least of it.
This was the first of the NBA's three "China Games," and Stern was on hand to explain the league's massive expansion plans in a country with the world's fastest growing major economy. This is also where 300 million people -- the entire population of the United States -- are reported to play basketball.
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