The phenomenon which is Chinese sprint hurdler Liu Xiang continues to grow.

Yet while descriptions such as ‘remarkable’, ‘a wonder’ might just about hold in an international context when describing the athletic talent and accomplishments of the barely 23-year-old Shanghai born star, they are far from adequate in a national context.

Off the track in the last few months, the World record holder and 2004 Olympic champion at 110m Hurdles has become a performer in a promotional film, and received yet another award. Such is the level of public enthusiasm Liu Xiang has also been forced to find ways to avoid the distractions of not just the media but the hundreds of autograph hunters who besiege his training sessions and competitions.

In recognition of his 12.88 second World record flight in Lausanne, Switzerland in July, the following month Liu Xiang was awarded the title of "Shanghai Meritorious Athlete" by Shanghai Sports Administration, while his coach Sun Haiping got the honour of "Shanghai Meritorious coach". Both of them also received a prize of 100,000 RMB (12,500USD).

Shanghai is no stranger to the positive promotional value that the image of Liu Xiang holds on its population. After joining NBA star and fellow Shanghai native Yao Ming as the city's latest image representative in September 2005, and with a school text book, and a short theatrical play already written about his life, the hurdling star has now stared in a promotional film about his hometown.

The film titled ‘Renovating Dreams, Winning from Shanghai to the World’ was shot at the end of August, with post production completed in Hong Kong, and the first expected public showing expected any day now.

"Yao (Ming) and I intend to present a beautiful image of Shanghai to the whole world," Liu said as he appeared at the Shanghai Oriental Pearl Tower for the shooting of his film. Yao also starred in a similar promotional film named ‘Countless Yao Ming, A Beautiful Shanghai’ after he was appointed Shanghai's first ambassador in 2003.

But the Chinese public’s obsession with Liu Xiang also has a downside for the athlete.

To avoid the crazy Chinese fans, Liu Xiang and his coach purposely focused his energy in this season just finished on overseas meetings instead of national competitions. His 13.30 win (also 13.85 heat) at the national championships on 7 August was one of only two outdoor competitions in China in 2006, the last being his win at the Shanghai Golden Grand Prix (13.07) on 23 September.

Lui Xiang is always mobbed by fans in China asking for autographs, and significantly Chinese athletics association officials asked him not to sign a single autograph during the national championships.

"In last year's Chinese national championships here, it was impossible for Liu to have a rest. There was always someone who wanted to disturb his rest. Liu was so kind that he could not refuse others' request," said Liu's coach Sun Haiping

"Waiters, waitresses, guards at every hotel and volunteers at the training ground all requested autographs. They even brought their friends to watch Liu's matches and trainings," Sun said.

Sun and Liu were also forced to change their travelling schedule for the national championships, arriving late the night before his races and then leaving the track soon after winning the race for the capital Beijing, some 300 kilometres away.

Chris Turner and Xinhua for the IAAF