She is fond of poking fun at her husband, who is also her personal trainer, during her interviews. Once she said: "My husband promised to let me loose with his credit cards if I win (the championship)." She even complained to reporters about his snoring before major matches and asked the chair umpire to tell excited Chinese fans in the stands to keep quiet.

Her brand of humor represents a new image for Chinese athletes, and quite possibly for the country at large. She is also acclaimed by some as "China's best PR rep."

"Li has a very straight-talking unusual personality and is more outgoing than most Chinese athletes and we think this could translate around the world," said Penguin China managing director Jo Lusby.

"She is a great ambassador, a great athlete, a great personality, already a national hero in China and the western world is beginning to get to know her and enjoying her as she has great talent on the court and is good fun off the court," WTA tour chief executive Stacey Allaster said.

Athens Olympic hurdles champion Liu Xiang is another influential sports star in China.

Liu is the first Chinese athlete to achieve a feat of "triple crowns" in athletics, having won Olympic and world championship gold and shattered his world record. He had been a hot favorite for the Beijing Olympics before he stunned the world by withdrawing from competition because of a foot injury.

After a 13-month absence during which he received a surgery on his right Achilles tendon in the United States in December 2008, Liu returned in style at the Shanghai Golden Grand Prix on September 20, 2009. He won  silver in a controversial final of the 2011 world championships.

The 28-year-old "flying man" should have won the gold if his pace had not been disturbed by Cuban Dayron Robles, who was later disqualified. However, Liu didn't blame Robles, saying he didn't care about the color of the medal.

With their fluent English, glamorous personalities and convincing results, the Chinese sports stars have become new idols for a new generation. What they have changed is not only the image of Chinese sports, but also the image of the whole country.