Rugby World Cup promotions that put Japanese audiences at the heart of the action

Sep 4 · 8 min read

What does the Rugby World Cup represent for Japan?

Sponsor-led promotions

The All Blacks stride proudly through the streets of Tokyo — Source: YouTube
‘No matter what, I’m always looking ahead’. Source — YouTube
Source: Lipovitan D
Heineken branded folding fan — Source: 7-Eleven

‘500 Days to Go’ — Social Media and Live Events

Source: Rugby World Cup
‘500 Days to Go in Marunouchi’ — Source: Twitter

Official Rugby World Cup 2019 Mascots

Source: Higashi Osaka

Songs for the Rugby World Cup 2019

A coach offers advice to Rugby players before a match — Source: YouTube
A Japanese manager consults with his team during a meeting — Source: YouTube
Source: YouTube

Sports promotion in Japan can take on many forms


Written by

Cultural insight agency connecting Europe and Japan. Tokyoesque’s Market Readiness Score measures how to succeed in the world’s third largest market.

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