Toward becoming the world's most rugby-loving nation.

"It will be remembered as the greatest World Cup. Japan was the best host nation."

World Rugby (WR) Chairman Bill Beaumont offered the highest praise for the Rugby World Cup 2019 Japan.

The Japan national team achieved its long-cherished goal of reaching the quarterfinals, and the 44-day tournament concluded with South Africa's victory.

©Fort Kishimoto

Ticket sales reached approximately 99% (about 1.84 million tickets), with total attendance hitting roughly 1.7 million spectators. Approximately 1.14 million people visited the 16 fan zones set up nationwide. The tournament ignited rugby fever in Japan, with peak TV viewership reaching 53.7%.

How does the Japan Rugby Football Union (JRFU) view the success of the World Cup and the future of Japanese rugby? Executive Director Iwabuchi shared his perspective.

Kenji Iwabuchi, Managing Director of the Japan Rugby Football Union

A newspaper advertisement expressing gratitude, placed the day after the closing

The Association placed a full-page advertisement in the November 3rd morning editions of the Yomiuri Shimbun and newspapers in host cities, expressing our gratitude to the fans, local governments, and sponsors who supported us.

Newspaper advertisement published in the November 3 morning edition

Currently, the number of people playing rugby in Japan is about 100,000. Even if we include their parents and friends, the total rugby fan base is about 1 million people, which is only about 1% of Japan's population. This tournament was an important opportunity for the other 99% to learn about rugby.

Days filled with rugby talk on TV and in trains. We are truly delighted that rugby received this level of attention throughout the tournament.

Looking back, Japan was awarded the World Cup hosting rights ten years ago in 2009. Prior to that, Japan's overall World Cup record stood at 1 win, 2 draws, and 21 losses. In 1995, they suffered a crushing 145-17 defeat against New Zealand. I am deeply grateful for the efforts of the Japan Rugby Football Union's predecessors who secured the bid despite this poor track record, and for the decision made by World Rugby.

While the organizing committee's strength was crucial to the World Cup's success, I feel the contributions of the host cities, training camp locations, and volunteers were also immense.

For example, when the Welsh national team held an open practice in Kitakyushu, 15,000 people gathered at the venue and sang the Welsh national anthem in unison – a surprise that was praised worldwide. This kind of "hospitality" was extended by local communities at each training camp, and the players themselves took to social media to share the wonders of Japan's World Cup with the world.

Equally noteworthy were the national teams' dedicated efforts. The Welsh team, for instance, had visited Kitakyushu annually for the past four or five years, providing rugby coaching to players and children. The sustained efforts of people both in Japan and abroad, using rugby as a catalyst to build excitement together, were key to this tremendous success.

Thinking of everyone who helped create and enjoy the World Cup, the newspaper ad featured the tagline "We had the world's best fans," expressing deep gratitude.

We are in the service industry. We want to convey the joy and value of rugby in everyday life.

The challenge now is how to harness the huge wave of rugby enthusiasm generated by the World Cup. While the 2015 tournament also sparked a rugby boom, unfortunately, we were unable to sustain it. This time, even before the opening match, we have been constantly thinking about how to keep everyone engaged with rugby.

For example, we've advocated for incorporating "tag rugby" ( ※1 ) into elementary school curricula, and over the past four years, it's been adopted by more than 60% of schools. We've encouraged junior high and high schools to establish rugby clubs and are also promoting the creation of new tournaments. Additionally, we propose rugby formats ( ※2 ) that even those new to the sport or women can enjoy, and we aim to increase spaces where people can watch rugby while enjoying drinks.

The 16 fan zones set up nationwide became invaluable places to experience rugby up close. ©Fort Kishimoto

Our association considers itself a service industry. We are committed to enabling many people to enjoy rugby as part of their daily lives.

To achieve this, we must also organize and communicate rugby's values. For example, the Rugby Charter established by World Rugby defines rugby's five core values as "Dignity," "Passion," "Unity," "Discipline," and "Respect." No other country in the world possesses a culture and spirit that aligns so perfectly with these words as Japan.

One reason so many people were drawn to rugby this time, I believe, is that these five values captured your hearts. What Japan has always cherished was felt in rugby's spirit of "no sides" and "ONE TEAM," and in the players' conduct.

Beyond these, rugby undoubtedly holds many more values and charms. Articulating and clearly communicating these is also our mission.

Becoming a force that spreads rugby worldwide

Japanese rugby has historically relied heavily on corporate support, but its penetration into local communities lagged behind. This was one reason rugby became a "sport for the privileged few." To expand rugby going forward, we need support not only from corporate partners but also from local communities.

Globally, rugby still has significant potential for growth and development. The number of so-called "traditional rugby nations" is limited, and compared to sports like soccer, there are fewer powerhouse nations. That said, just as Argentina became a major force in about 20 years, both Japan and other nations can make great strides depending on their future efforts.

In rugby, we often talk about "Grow the game." A major goal of this World Cup was "Grow the game in Asia and Japan" – expanding rugby's reach across Asia and Japan.

I feel the World Cup's success has given hope to Asian nations. Next, we want to champion "Grow the game globally" and become a source of hope for countries outside Asia too. We've already shared plans with the World Rugby (WR) to bid for the next tournament. By hosting the World Cup in Japan again, we aim to pave the way for the tournament to be held in various countries. Our long-term goal is for Japan to take international leadership in promoting and developing rugby worldwide.

※1 Tag Rugby: A sport originating in the UK, characterized by the complete elimination of physical contact plays such as tackles. Instead of tackling, players stop opponents' attacks by removing a tag attached to their waist. For details, see: http://www.tagrugby-japan.jp/ 

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※2 For example, Street Rugby: A form of rugby designed to be played without requiring large spaces, featuring 3-on-3 play. To stop an opponent's movement, players touch them, making it accessible for women, children, and those new to rugby. For details, see https://street-rugby.com/ 

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※3 Traditional rugby nations: Refers to powerhouse nations with a long history in rugby, consistently ranking among the world's top teams. Examples include New Zealand, Australia, South Africa, England, and Wales.

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