Does Japan care that it’s hosting the Rugby World Cup?

As the 20 best rugby squads in the world descended on Japan, combating typhoons and lengthy travel delays to begin their World Cup journey, I’m sorry to say you wouldn’t know it if you were a Japanese native.

There are no doubts that this World Cup will be one of the greats; a first venture into Asia, a genuine pack of six or seven teams which could be crowned champions, and the long-overdue arrival of a tier-two host that can help grow the sport beyond its established boundaries.

But in the 48 hours since my arrival in Japan, it looks like the far east isn’t feeling it.

On arrival at Tokyo’s Haneda International Airport, there is one single billboard advertising the World Cup. A walk through the heart of Tokyo in Chuo City brought one lamppost advert, depicting Japan’s famous victory over South Africa four years ago.

But perhaps the most telling thing was that after a short flight to Miyazaki where England are holding a 10-day training camp at the Sheraton Hotel, there was not a single advert, only two banners that read “Welcome England Rugby Team”.

That perhaps wouldn’t be so strange under normal circumstances – Miyazaki is hardly a hotbed of sporting activity and is not hosting any World Cup matches. But it is fairly unusual given that every pillar in the arrivals terminal is dedicated to sport advertising of some kind – only it is for the 2019 ISA World Surfing Games and the Japan LPGA Tour Championship Ricoh Cup which is being held nearly a month after the Rugby World Cup.

You may be asking how there is not more awareness of the Rugby World Cup in Tokyo given the vast space available to advertise such a tournament, and the answer is down to one very obvious factor: Tokyo 2020.

Japan is proud to be holding the summer Olympic Games next year, for the second time in its history, with reminders of the tournament stretching from buildings to bus stops, taxis to leaflets.

But it must be said that where the IOC have triumphed, World Rugby have not. The Japan 2019 hosting board appear to see the next two months as a tune up to the real big thing next year. It’s an opportunity missed, not just for Japan, but for the sport of rugby union.

Yours,

Jack de Menezes

Deputy sports editor