Record-breaking crowds, a youth development system producing talent for the world stage and a professional league preparing for a major transformation. Japan’s football success is no accident – it is the result of a long-term strategy built around people, investment and community. But with the J.League preparing to realign its calendar with Europe and setting its sights on global competition, what is the next chapter of Japanese football going to look like?
In an exclusive interview with Soccerscene, J.League Competition and Sales Management Manager Hisao Shuto explains the thinking behind the league’s growth, how Japan is developing its next generation, and why attracting new fans is just as important as producing elite players.
Building foundations to last
The foundation of a sustainable footballing nation is its ability to consistently develop the next generation of talent.
Barcelona’s renowned La Masia academy is a familiar example. Even through seasons of fluctuating results, the club continues to produce players capable of competing in La Liga and making their mark across the world.
For football organisations, the lesson is clear: investment cannot stop at the professional level. Careers are short, results fluctuate and clubs can experience dramatic changes in fortunes from one season to the next. A consistent pipeline of homegrown talent, supported by long-term investment in development, can provide a foundation for sustained growth.
Japan’s commitment to youth football has become a defining feature of its football pyramid, with participation, coaching and pathways playing an important role in the country’s continued development.
For the J.League, that work extends well beyond the first team. Clubs are expected to contribute to their communities, create opportunities for young players and establish environments where football can grow at every level.
As Shuto explained, there is no single ingredient behind successful player development.
“We don’t believe any single factor is prioritised above all others in player development. Each club equally values the development environment, including facilities, coaching staff, and the philosophy cultivated by the club itself,” Shuto explained.
“J.League clubs contribute in multiple ways to increase youth football participation (for both boys and girls), going beyond mere technical instruction to focus on both ‘promotion’ and ‘development’ within their communities.”
“Promotion activities include running football schools and conducting football clinics at local elementary schools. Development activities include establishing academies and supporting women’s football by creating women’s teams within the club.”
The distinction between promotion and development is central to this approach: introducing more people to football while ensuring talented players have the environment and pathways to progress.
Record-breaking crowds: Japan’s next generation is already attracting attention
If there is one statistic that captures the scale of Japan’s football culture, it is the attendance at January’s All Japan High School Final.
A record-breaking 60,142 fans attended the match – a figure comparable to the 60,326 spectators at the Spanish Super Cup Final.
It is a significant demonstration of the interest surrounding youth football in Japan, and a reminder that the country’s football culture is not confined to its professional leagues.
The crowd also points to the broader role of high school football in the national game: showcasing emerging talent, creating major sporting occasions and connecting supporters with the next generation of players.
For Japan, the challenge is not simply producing talented footballers. It is building an environment in which those players, their clubs and the wider football community can continue to grow together.
The formula for increasing fan engagement
Japan’s ability to attract supporters extends from the high school game to the professional ranks, where the J.League has continued to record substantial attendances.
In 2025, the J.League recorded an average attendance of 21,246, with its highest crowd reaching 59,574. By comparison, the A-League Men averaged 8,788 spectators during the 2024–25 season, with a season-high attendance of 32,741 for the Sydney Derby.
The difference raises an important question for Australian football: what can be learned from Japan’s approach to attracting and retaining supporters?
For Shuto, a significant part of the answer lies in reaching people who have yet to experience the atmosphere of a live J.League match.
“By repeatedly implementing invitation campaigns targeting fans who have yet to attend J.League matches—such as those who have only seen games at the National Stadium or club matches—we first aim to introduce them to J.League experience and subsequently increase their repeat attendance rate,” Shuto outlined.
“By increasing exposure on terrestrial television in each region, we convey that the J.League is a vibrant and exciting content offering.”
The strategy combines two priorities: making football more accessible to potential supporters and increasing the visibility of the competition beyond its existing audience.
Rather than relying solely on established fans, the league is actively looking to introduce new audiences to the matchday experience and encourage them to return.
For Australian football, the comparison offers an opportunity to examine how clubs and competitions approach supporter recruitment, regional exposure and the development of long-term attendance.
A new era: the J.League’s ambitions for global growth
The J.League’s next phase is not limited to youth development and attendance. Its broader ambitions include strengthening the competitiveness of its leading clubs, expanding its commercial operations and establishing a more prominent position in international football.
The planned calendar realignment with Europe is a significant part of that strategy, with the league seeking to improve competitive conditions and create greater opportunities in the international transfer market.
Shuto outlined the two growth strategies established by the J.League in 2023.
“In 2023, the J.League established two growth strategies. One is the growth of J1 top clubs. This involves making the J.League’s top clubs competitive with clubs from the world’s top leagues, both in terms of playing strength and management,” Shuto highlighted.
“By aligning the season schedule with Europe, the aim is to improve the level of competition through reduced summer matches and expand the transfer business.”
The second strategy focuses on the role of clubs within their respective regions, recognising that the long-term health of Japanese football depends on more than the performance of its biggest teams.
“The other is for clubs in all divisions to shine within their respective regions. This involves increasing the club’s visibility locally, boosting interest in soccer, and growing the fanbase. This has also contributed to the recent increase in attendance figures.”
Together, these strategies reflect an ambition to build a stronger football ecosystem: internationally competitive clubs at the top, supported by organisations that remain visible and connected to their local communities.
The J.League has also established a broader vision for the coming decade, setting out objectives that extend beyond domestic competition.
“We also established the following as our vision for the next decade: win in Asia and consistently compete globally, increase the number of J.League players in the Japan national team, and expand the operational scale of each club (by 1.5 to 2 times).”
The targets underline the scale of the league’s ambitions, combining international performance, national-team development and the commercial growth of clubs across the competition.
The bigger picture: building a football system that lasts
Japan’s football development is increasingly being shaped by the connection between its professional clubs, youth pathways, local communities and national ambitions.
The record attendance at the All Japan High School Final demonstrates the reach of the game beyond the professional environment, while the J.League’s approach to community participation highlights the importance of creating opportunities for people to engage with football at different stages of their lives.
On the international stage, Japan has already established a significant footballing pedigree. The men’s national team topped its group at the 2022 FIFA World Cup ahead of Spain and Germany, while the women’s national team has continued to achieve success in Asian competition.
The challenge now is to turn that foundation into sustained growth — developing more players, attracting more supporters and creating clubs capable of competing at the highest level.
For the J.League, the next chapter is about bringing those ambitions together. Its investment in development, focus on regional engagement and planned calendar changes form part of a wider strategy to strengthen Japanese football for generations to come.
And as the league looks towards its next decade, the question is no longer simply how Japan produces talented footballers. It is how the entire football system can continue to grow around them.
