From heroes to Manga girls: how racing ensures it stays big in Japan's culture

Shopping centres and railway stations across Tokyo have become stages for JRA promotions in the week running up to the Japan CupCredit: Racing Post/Scott Burton

You don't have to walk very far in central Tokyo to see where some of the Japan Racing Association's enviable marketing budget is being spent before Sunday's Japan Cup.

A campaign called Hero Is Coming is built around this weekend's big race and is the overarching umbrella marketing for the sport's marquee days.

The Japanese Derby (Tokyo Yushun), the spring and autumn runnings of the Emperor’s Cup (Tenno Sho), as well as the end-of-season Grand Prix (Arima Kinen) all qualify for similar treatment, with spots featuring youthful race fans looking longingly into the near distance intercut with race footage.

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Scott BurtonFrance correspondent

Published on 24 November 2022inInternational

Last updated 18:27, 24 November 2022

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