Latest update: July 2022 

Japan seems to be a country hungry to increase sports and the sports industry within Japan. In 2011 it formulated its first ‘Sport basic plan’ that aimed at promoting sports among different age groups, enhancing international exchanges, competitiveness. The policy determines the obligations of national and regional public sports organisations whilst setting the basic policy plan for sports in Japan to ensure a healthy lifestyle for Japanese nationals. In 2022, local authorities launched the third ´Sport basic Plan´. This plan specifically focuses on the development of the sports legacy of the Tokyo Olympic and Paralympic Games across five years.

MEXT, 3rd “Basic Sports Plan”, 2022

Of course, the entire sports industry took a big hit due to the global pandemic, but these negative effects should recover over time. With the completion of the 2021 Tokyo Olympics, and a steady increase in sport participation in recent years, now seems to be a great time for European businesses seeking opportunities in the Japanese Sports industry.


Table of contents

  • General overview
  • Sports culture in Japan
  • The market for sports
    • Sporting goods
    • Sport shoes
    • Fitness clubs
    • Golf
    • Bicycles
    • Ski & Snowboard
  • Routes to Market
  • Sales Channels
  • Key Success Factors for New Entrants
  • Regulations
  • Expert reports & Webinars
  • Annual reports
  • Further reading
  • Relevant organisations and trade fairs
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