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2012 Summer Olympics - Season 2012

Compatriot Sun Yang, winner of two swimming golds, is similarly attractive to Chinese sponsors and sports fans alike. The number of his followers on Sina Weibo, China's popular Twitter-like microblog, has jumped by 2.5 million since the start of the Olympics - dwarfing even Usain Bolt's following.

It takes more than gold to make a hero

Many of London's medallists will see success rewarded with money and glory in their home countries, but just as many have won hearts and lifted spirits with their determination, dignity or sheer hard luck.(Reuters)