Japanese football is best known for its J-League, but there is more to the scene. In recent years, Japanese women’s football- particularly the Nadeshiko Japan national team and the Japan Women’s Empowerment Professional Football League (WE League) has increased in popularity. This is due to Nadeshiko Japan’s success, Japan’s increased investment in women’s football, and the fanbase growth of women’s football.
When Nadeshiko Japan won the 2011 FIFA Women’s World Cup, it was recognized as a big moment for Japan, bringing pride to the country and inspiring young girls and boys to begin following women’s football, with players including Homare Sawa and Aya Miyama being the main focus. The 2011 World Cup victory provided inspiration.
This victory happened at a time when Japan was in need of positive news- only four months earlier, the country had been devastated by the 2011 Tōhoku earthquake and tsunami, which killed thousands of people. Nadeshiko Japan’s resilience and determination in overcoming adversity, both in the form of their competition and the results of natural disasters, was noted by the nation, and the team’s victory became a symbol of hope and recovery for the entire country at a time when many people previously were questioning the role of sports during a very difficult period that scarred many individuals.
Former Japanese football player Kozo Tashima was President of the Japan Football Association (JFA) from 2016 to this year, and he commented publicly regarding the significance of Nadeshiko Japan’s victory in the wake of the devastating earthquake and tsunami:
“The sensational efforts made by Nadeshiko Japan at the 2011 FIFA Women’s World Cup Germany have been deeply engraved in the minds of many people. The driving force behind the remarkable run was the unwavering desire of the players to cheer up the victims, and their bold presence challenging the mighty USA side, became a ray of light that shined through the dark clouds caused by the earthquake. After seeing the people from the affected areas rejoicing over the victory, I was able to realize the ‘Power of sports.’”
Nadeshiko Japan had not only brought home a World Cup trophy, but also lifted the spirits of a nation still dealing with extensive hardship.
Building on a strong foundation with grassroots development
The success of Nadeshiko Japan has further accelerated investment in women’s football at the grassroots level. Building on existing initiatives, the JFA has reinforced its efforts to develop young talent.
One of those efforts is youth academies. The Japan Football Association operates several academies across Japan (including in Fukushima where the 2011 earthquake and tsunami effects were most severe), which provide elite training for young, talented female footballers. Also, many professional women’s clubs, such as Nippon TV Tokyo Verdy Beleza, have their own youth academies, which offer structured training programs for girls of various age groups.
Another effort is coaching courses. The Japan Football Association offers a range of coaching licenses, including those specifically designed for women’s football. These licenses provide coaches with the necessary qualifications to train female players at different levels.
Tournaments are another effort that is utilized. The All Japan High School Women’s Football Championship is a prestigious tournament that attracts top high school teams from across Japan and provides a platform for young talent to showcase their skills. The 2024 edition of the tournament will be 17 days long with six stages, and the draw for the tournament schedule and match pairings will be held on November 18.
Another tournament that is a part of grassroots development is the Japan Club Youth (U-18) Women’s Football Tournament, which features top youth club teams from around the country, offering opportunities for young players to compete at a high level. This year’s edition of the tournament took place this past summer.
Cultural factors and social impact
The popularity of women’s football in Japan can also be attributed to cultural factors. Traditional Japanese values such as hard work, discipline, and respect for authority align well with the values of football. Additionally, the emphasis on teamwork and collective achievement in Japanese culture has contributed to the success of the sport.
Women’s football has also had a positive social impact in Japan. It has empowered young girls and women, challenging traditional gender roles and stereotypes. By breaking down barriers and achieving success globally, Japanese women’s football has inspired a generation of young women to pursue their dreams.
A growing fanbase
WE League, Japan’s top-tier women’s football league, has seen a steady increase in attendance. In its inaugural season, the average attendance per game was 1,560, and this figure has increased to 1,722 in the latest season. The league went from a total attendance of 154,141 in its 2nd season, to a total attendance of 227,377 in its 3rd season.
WE League also gains fans through its domestic broadcast partnership with global sports entertainment platform DAZN. In addition, the league benefits from the sponsorship support of Japanese insurance holdings company SOMPO Holdings, which apparently recognizes the commercial potential of women’s sports.
Japanese women’s football extends beyond the domestic leagues. Players such as Mana Iwabuchi, Saki Kumagai, and Yui Hasegawa have made notable contributions to top-tier leagues in Europe and the United States, further elevating the profile of Japanese women’s football internationally.
Challenges and future prospects
While women’s football in Japan has made significant development, challenges remain. One of the key issues is ensuring financial sustainability for women’s clubs. Despite increased investment, many clubs still struggle to generate sufficient revenue to support their operations. On top of that, there is a need for more opportunities for women’s football to be showcased on television and other media platforms.
There’s still a significant salary gap between male and female footballers in Japan. Male players in the J-League earn significantly higher salaries compared to their female counterparts in the WE League. According to Football Legal, the minimum salary for players in the J-League is 4,600,000 yen, while WE League documentation indicates that their league’s minimum salary is 2,700,000 yen. This disparity can affect player motivation and career choices.
Many female footballers in Japan, especially young players, face the challenge of balancing their academic commitments with their football careers. This can be particularly demanding, as it requires rigorous training schedules, matches, and travel.
Despite the growing popularity of women’s football, some cultural and community barriers still exist. Traditional gender roles and expectations can limit opportunities for women to pursue football as a career. Overcoming these barriers and promoting gender equality in sports remains a challenge.
While remarkable investments have been made in women’s football infrastructure, disparities still exist between the facilities and resources available to male and female players. Improving the quality of training facilities and match venues is necessary for the continued growth of women’s football.
Even with all of these challenges, the JFA and the WE League are committed to the continued growth of women’s football in Japan. Their Women’s Leadership Program aims to develop female leaders, while increased investment in youth development programs ensures a steady stream of talented players. International exchange programs expose young players to different cultures and playing styles. The WE League is expanding its reach through high-profile matches, improved facilities, and enhanced fan experiences. Both organizations are focused on player development and community engagement to inspire the next generation of female footballers.
The future of women’s football in Japan remains positive, and addressing the challenges will be beneficial. With strong leadership, a passionate fanbase, continued investment, and capitalizing on the opportunities, it can persist in inspiring and entertaining for many years to come with Japan solidifying its position as a global powerhouse in women’s football.
