That sport in which I have participated for seven years now (and yet never write about here*), dragon boating, has been featured in an article in last week's Time magazine.
And on Wednesday's local ABC 5:00 pm newscast, they closed with a 30-second story about the dragon boat races over in Hong Kong. Of course, they referred to the participants as "rowers" rather than "paddlers", but we're used to that sort of mistake.
It's going big-time, people.
(* If you wish to see me blather on about that sport, see my team's site for many write-ups I've done there over the years. Just not this year. See events from 2005 and earlier.)