Almost half of Japan’s population (ca. 130,000,000) is concentrated in the greater Tokyo area (ca. 40,000,000) and in the Kansai triangle of Osaka, Kyoto, and Kobe (ca. 20,000,000). Tokyo and eventually Osaka should be considered the focal point for events and activities.


The ageing of Japan’s population is reflected in its football audience, with many fans in their 40s and 50s. In addition, more than one third of the J.League’s supporters are women, accordingly, any approaches to Japanese fans require a sensitivity to female audiences.


​The country’s lack of English proficiency (and indeed proficiency in any foreign language!) is a concern, as Japan looks to integrate into the global economy. Accordingly, the Japanese truly appreciate when foreign companies provide Japanese-language services.