Thirteenth International Conference on Sport & Society

Abstract

2019 was a big year for rugby in Japan as it hosted the Rugby World Cup, the first Asian country to do so. Outside of Japan, the sport had hitherto been commonly associated with the nation, but domestically it enjoys great success. Through a qualitative, case study-based approach, this paper explores how the sport has developed in Japan, has been adapted to the local culture, and has challenged common notions of “Japaneseness”, while at the same time recognising its British origins. Significantly, the paper shows how rugby has confronted the homogenous image of Japan, embraced multiculturalism, while also being imbued with a quality of “Japaneseness” that draws on traditional culture, spiritual belief, and community. The study has implications for the perception of the role of sport in society, not only in Japan, but across the world.