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-- Beijing blogger and podcaster Dong Lu registered his 10 millionth hit on Friday morning, racing to the landmark on the back of China's obsession with the World Cup.
The 36-year-old's irreverent take on soccer's showpiece, produced with the help of three friends in the living room of his apartment on the northeast outskirts of Beijing, has proved hugely popular with China's on-line audience.
Sporting a multi-colored Afro wig and a fake mustache, Dong presents a podcast every other day featuring caricatures of leading players, parodies of the many soccer-themed adverts on Chinese television and the occasional song.
"We do it for fun, out of passion for football," Dong, looking suitably bleary-eyed after another all-night session in front the TV watching the action from Germany, told Reuters.
"The World Cup is a great event for everybody whether from small countries or large ones, rich or poor." --
