The goal is to help grow the sport in Asia in general and in China specifically.
First, I wholly support this goal. I am Korean, and there just aren't enough of my Asian brothers and sisters playing the game of ice hockey (Richard Park and Yutaka Fukufuji notwithstanding).
Second, I read Dave Bidini's awesome book "Tropic of Hockey" and it appealed to me on both a hockey and a wanderlust level. Since reading it, I've harbored a dream of returning to the land of my heritage and playing some puck with my native peeps.
Finally, who better than the Asia League Ice Hockey itself to tell you about what they're trying to build:
*The league which everyone, all people of every generation have a great longing
for with its ice arenas which are filled with feverish excitement.
*The league which produce some higher level players as international level with great games and fantastic entertainment.
*The league which can give a dream and a deep impression to people and can let people have a great heart.