At the prestigious UK Alumni Awards China ceremony held on December 6, 2026, University of Nottingham Ningbo China (UNNC) alumna Jin Yuanxin, Tournament Director of China's leading street basketball brand King of Underdogs (KU), was shortlisted for the Culture, Creativity and Sport Award. Established by the British Council, the awards celebrate the outstanding achievements of international UK alumni as business professionals, entrepreneurs, and community leaders.
Jin's journey from guard on the UNNC women's basketball team to the helm of a national sporting phenomenon reflects a relentless pursuit of possibility. Under her leadership, KU has become a transformative force in China's grassroots sport scene, organising more than 600 games annually for over 50,000 young participants and cultivating an online community of more than three million followers.
Her story began in 2012, when she enrolled at UNNC to study Finance, Accounting and Management. Joining the university's women's basketball team ignited a passion that would shape her future. Her commitment was evident in four consecutive appearances at the Tri-Campus Games and was further strengthened during a pivotal exchange year at the University of Nottingham in the UK.
"Competing in the British Universities and Colleges Sport (BUCS) league was a revelation," Jin recalls. "I was immersed in a professional and inclusive sporting culture. From try-outs to event management, everything was designed around the athlete's experience. That exposure to product thinking and continuous improvement shaped my core commitment to fair play and community-building —values I was determined to bring to youth sport in China."
This vision led her to pursue a Master's in Entrepreneurship and Innovation Management at UNNC in 2017, enabling her to systematically build the strategic toolkit to transform her passion into a platform. "Everything—from classroom theories to the rhythm of the court—became a crucial foundation for what was to come," she reflects.
In 2022, Jin and her team launched the KU Youth Basketball League from the ground up. It has since evolved into a leading youth basketball tournament spanning more than 150 Chinese cities. The league innovatively blends 1v1, 2v2, and 5v5 formats, supported by a digital mini-program to track and showcase top players and coaches, creating a professional, motivational ecosystem for young athletes.
As a female leader in sport, Jin is especially committed to empowering girls on the court, actively promoting the signing of promising young female players. "Seeing them reminds me of my younger self on that university court. I want to use my platform to ensure more Chinese girls have the chance to pursue their basketball dreams," she says.
By establishing a digital sport community and standardising event operations, Jin aims to inspire a lasting passion for basketball.
My mission is simple: to create platforms that guarantee fair play and unforgettable experiences, ensuring every child's passion meets opportunity. This journey is the practical application of the global mindset I nurtured at UNNC.
Published on 06 December 2025