By Dan Orlowitz | Japan Football Editor
Impressive performances by Samurai Blue and Nadeshiko, an influx of their players into Europe, and the continent's most developed domestic league have combined to make Japan a center of attention in the footballing world. But despite this success, questions remain as to whether the country is prepared to take advantage of increased international interest.
J-League is hardly the first Japanese entity to have trouble understanding and adapting to foreign markets. Many of these problems come as a result of the language barrier; despite its status as the world's third-largest economy, Japan's English education regularly ranks among the worst in Asia.
Much of this has to do with the way the language is taught. Fluent English-speaking teachers are rare, forcing most schools to rely on low-paid foreigners who assist in classroom activities. With budgets strained in the midst of an unending recession, many school districts are either unwilling, unable, or uncertain of how to deal with the problem.
| Despite its status as the world's third-largest economy, Japan's English education regularly ranks among the worst in Asia |
Yet the same Japanese children who struggle with the language are football fans, complete with Barcelona kits, Arsenal notebooks, and Inter pencil cases. European teams have transformed into global brands - now Japanese football must do the same. Here are four ways that they can accomplish this feat to the benefit of the players, the league, and the nation's footballing potential.
| REACH OUT TO FOREIGN FANS |
As foreign tourists regularly discover, few J-League clubs offer significant information in English on their websites while the rest simply don't bother with an English presence online. Gamba Osaka are a refreshing exception with an English-language ticketing service while Urawa Reds offer multimedia-rich news in English.
Considering how affordable J-League tickets are compared to European countries, this is a tourism opportunity waiting to be exploited. Even information as simple as English-language transit directions and stadium maps would allow both tourists and curious ex-pats to easily attend matches, helping clubs build a word-of-mouth following abroad.
| ENCOURAGE ENGLISH FLUENCY AMONG PLAYERS |
Stories of Japanese players who have gone overseas and failed to pick up the local language are far from uncommon, and the JFA and J-League must rectify this problem. Players active abroad must understand that they are the international face of Japanese football and should be able to communicate with both fans and media without a translator.
| Players active abroad must understand that they are the international face of Japanese football and should be able to communicate with both fans and media without a translator |
Domestically, teams should have at least one Japanese player capable of chatting with them in the mixed zone as foreign press are a growing presence at J-League matches. To encourage potential rookies to keep up their studies, the league could raise minimum salaries for players with high Test of English for International Communication (TOEIC) scores.
| WORK CLOSELY WITH MAJOR LEAGUE SOCCER |
Though few may realise it, the J-League and MLS are practically siblings. 'Born' just three years apart in countries where other sports dominated, the two leagues suffered lean periods in the early 2000s before periods of recovery and success. Both have knowledgable and passionate supporters and are starting to gain attention abroad.
Yet there is also much that the two sides can offer each other. The J-League could study MLS's enthusiastic adoption of social media in attracting new fans while giving American stars an established league where they can shine. MLS, for its part, would benefit throughly from observing Japanese youth academies, while presenting Japanese players who desire to play abroad a safe environment in which to grow. Add sponsorship opportunities to the mix, and this potential pan-Pacific alliance could only help both leagues grow further.
| LOOK OUTSIDE BRAZIL FOR INTERNATIONAL TALENT |
A long-established network of scouts, coaches, and translators have combined over the years to make Brazil the biggest exporter of foreign players to Japan. While many undoubtedly-talented players have had long careers in J-League, recently failures have outnumbered successes. Proven talents such as Gamba's Adriano and FC Tokyo's Cabore are quickly been snatched up by Middle Eastern sides with greater financial muscle.
| Proven talents such as Gamba's Adriano and FC Tokyo's Cabore are quickly been snatched up by Middle Eastern sides with greater financial muscle |
J-League clubs must realise that there is an entire world of talent beyond Brazil and, if they expand their scouting, they will be rewarded with not only a diversified league but increased international attention. While this may be the most difficult proposal to accomplish, it would show that the league is ready to change and take on the world.
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