I recently had the unique opportunity to attend an event featuring sumo wrestlers from the Isegahama stable, thanks to a business contact. Interacting with these athletes offered me a rare glimpse into a world that, despite its deep cultural roots, remains largely enigmatic to those outside Japan. This experience led me to reflect on the broader implications of Japan’s cultural exports and how they might contribute to the economy.
Sumo: A Cultural Treasure with Limited Global Reach
Sumo wrestling is more than just a sport; it’s a centuries-old tradition deeply intertwined with Japan’s history and Shinto rituals. Despite its rich heritage, sumo has struggled to achieve the same level of international recognition as other sports. Let’s put this into perspective by comparing the sumo industry to Major League Baseball (MLB), a sport with global reach.
While sumo is a cultural icon in Japan, its revenue, market scale, and global reach pale in comparison to MLB. The reasons for this disparity are complex, rooted in both cultural and structural factors.
The Challenge of Going Global
Sumo’s attempts to expand internationally have faced significant challenges, particularly in the 1990s when efforts to promote the sport outside Japan were made through exhibition tournaments and the recruitment of foreign wrestlers. A major obstacle has been sumo’s deep cultural ties to Japanese traditions, making it difficult for non-Japanese audiences to fully connect with the sport. The rituals and symbolism intrinsic to sumo, deeply rooted in Japan’s history and Shinto practices, are often challenging for outsiders to understand.
Additionally, sumo has struggled to compete with more established global sports like soccer, basketball, and baseball, limiting its ability to build a substantial international fan base. The Japan Sumo Association’s conservative approach has also hindered efforts to adapt the sport for younger, global audiences, clashing with modern expectations.
The issue of attracting more talent itself has been an issue generally. The income disparity between sumo and global sports is stark. For example, Shohei Ohtani, a Japanese baseball superstar, earns millions in Major League Baseball, while even the highest-ranking sumo wrestlers earn far less. To attract and retain top talent, sumo needs to offer higher pay, but the sport must first increase its revenue. Modernizing sumo’s commercial approach—through better global broadcasting deals, sponsorships, and international events—could boost earnings, enabling higher athlete compensation and paving the way for broader global expansion.
A New Era of Cultural Appreciation
However, things are different now. The last decade have seen a dramatic increase in inbound tourism to Japan, which has fundamentally altered how Japanese culture is perceived globally. In the early 1990s, Japan attracted just 3-4 million international tourists annually. By 2019, that number had surged to approximately 32 million, making Japan one of the top global destinations.
This influx of international visitors has significantly boosted the global appreciation of Japanese culture, generally. Sumo, once a sport confined largely to Japan, is now being introduced to a much broader audience. The rebound in tourism post-pandemic is particularly telling; in June 2024 alone, Japan welcomed over 3 million international visitors, surpassing pre-pandemic levels by nearly 9%. This growing interest suggests that Japan’s cultural exports, including sumo, may now be poised for more successful global expansion.
Imagining a Global Future
Japan’s industries have historically been cautious in their approach to globalization, often held back by a combination of traditional practices and industry constraints. However, we are witnessing a shift—a new wave of innovation and openness that could unlock significant opportunities for Japan’s cultural exports. While I’m not suggesting that sumo is on the cusp of a global breakthrough at this moment, the potential is undeniable. This potential is not unique to sumo but is a broader truth for many aspects of Japanese culture that have yet to be fully explored on the world stage.
We have already seen how cultural content like anime and Studio Ghibli contents have captivated global audiences, becoming wildly popular and continuing to grow in influence. These successes demonstrate the appetite for authentic Japanese cultural exports. But beyond anime and Ghibli, there is a wealth of other cultural treasures—like sumo—that possess the potential to resonate internationally if given the right platform.
Imagine if sumo, with its deep-rooted traditions and cultural significance, were commercialized and globalized on a larger scale. The economic impact could be substantial, not just for the sumo industry but for Japan’s economy as a whole. By embracing global best practices while preserving the authenticity that makes sumo unique, Japan could elevate this ancient sport to a new level of global recognition. This isn’t just about sumo; it’s about rethinking how Japan presents its cultural heritage to the world, unlocking new opportunities for growth and influence.
The idea is not that sumo will inevitably become a global phenomenon, but that the potential is there—just as it is for many other aspects of Japan’s rich cultural tapestry. The key lies in how Japan chooses to approach this potential, balancing the preservation of tradition with the demands and opportunities of a global market. If approached thoughtfully, Japan could transform its traditional industries into global powerhouses, contributing not just culturally but economically to the global stage.
