This document discusses Japan's potential bid to host the 2030 FIFA World Cup. It outlines several cultural and social factors that would need to be considered for Japan's bid, including its treatment of women, workforce equality, stereotyping, advertising to children, treatment of immigrants, and stance on LGBT rights. Specifically, it notes that while gender inequality remains a problem in Japan due to traditional gender roles, the country has taken steps to promote equality through new laws and programs. It argues that hosting the World Cup could help advance gender equality and provide economic opportunities. The document examines these issues in the context of evaluating Japan as a prospective host nation.

1. FIFAWorldCup2030
Samuel Vowles101116238
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Catherine Roscioli
Monica Witono
Sam Colvin
Widya Maharani
Tokyo,Japan

2. AGENDACONTENTS
The FIFA World Cup offers an inevitable flow of tourism to prospective countries who
are eligible to bid for its services. However, a spectacle of such scale requires a capable
host. Bidders leverage their prospect as a potential host through proceeding a number
of guidelines. These concern both tangible factors, such as available expenditure and
infrastructure and intangible factors, including people, politics and culture (Kruger et
al. 2013, p. 570). The host not only has an obligation to create tourism opportunities,
but also requires a strong history of culture to adhere to adoring fans. In consider-
ation of these recommendations, Japan poses as a possible option to host the event.
As the host of the 2019 Rugby World Cup, Japan has consistently exhibited a
prominent sporting culture (Greenfield 2015, p. 35). In order to foster this culture,
extensive infrastructure has also been developed for the upcoming Tokyo Olympics
(Featherstone et al. 2019, p.3). In terms of football, the Japanese National Women’s
soccer team experienced notable success across previous world cup campaigns,
achieving first place in both the 2011 and 2015 events respectively (Fifa 2019).
The FIFA World Cup event has not been held in the Asia-Pacific region since
2002, where it was hosted by Japan and Korea. Reflections of this event illus-
trate an economic impact of $1.35 billion (USD) of output (Lee et al. 2005, p.
600). It’s success can be attributed to the nation’s appeal as a tourism destination.
However, ethical and cultural considerations have evolved since the event
occurred. The treatment of women, workforce equality, stereotyping, advertising
to children, treatment of immigrants and stance on the LGBT community illustrate
areas for analysis regarding the possibility of Japan as a prospect to host the
2030 FIFA World Cup. These ideas will be explored through the lens of Japanese
traditionalist culture as well as the strengths and limitations of their collectivist society.
Agenda..................................................................................................
Treatment of Women...............................................................................
Workforce Equality.................................................................................
Stereotyping..........................................................................................
Advertising to Children...........................................................................
Treatment of Immigrants..........................................................................
Stance on LGBT Community.....................................................................
Reflection/Application.............................................................................
Conclusion.............................................................................................
Appendix...............................................................................................
References.............................................................................................
In-Text...........................................................................................
Images..........................................................................................
Appendix......................................................................................
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3. 4
Japan has a complex relationship with gender equality due to its traditionalist
culture. This is despite it being considered one of the most developed countries in
the world. Taniguchi considers Japanese attitudes towards gender to be based on
patriarchal ideologies in which women assume the role of caregiver – being the
sole carer for children and completing household duties while their husbands work.
Although women play a vital role in family dynamics, Taniguchi’s research on
gender role attitudes concluded that women’s prescribed role in society was
generally seen as less important than men’s (Taniguchi et al. 2013, pp. 975-987).
Furthermore, cases of gender discrimination have been brought to light by female
liberators in Japan, who call for equal opportunities. This is exemplified through
Murakami’s editorial on the Tokyo Medical University “manipulating female entrance
exam scores to curb female enrolment” (Murakami et al. 2018, p. 133). The University
had admitted to this discrimination, citing hospitals demands for male graduates as
the cause. Murakami argues that this gender discrimination is prevalent in all forms of
education, with male students outperforming female students “by 15 percent of a
standard deviation on the achievement scale” (Murakami et al. 2018, p. 133) despite
the country’s advanced education system. She attributes this to the societal standards
and lack of care when educating women in comparison to men. It can be contended that
this gender discrimination continues a cycle of female oppression in which women are
unabletogainequaleducationandsubsequently,arepresentedwithlesseropportunities.
TREATMENT OF WOMEN
5
According to the Global Gender Gap Report “Japan is ranked 121 out of 153 countries in
theglobalgendergapindex”(WorldEconomicForum2019,p.31).Duetothis,theWorld
Economic Forum considers Japan to have the most significant case of gender disparity
for an advanced economy. The global gender gap index found Japan to have one of the
lowestpercentagesoffemalerepresentationinparliament,atonly10percent.Thisranks
Japan 135 out of the 153 countries analysed. Furthermore, “only 15 percent of senior
leadership positions are held by women” in Japan’s workforce. Additionally, women in
Japanonlyearnhalfthatoftheirmalecounterparts(WorldEconomicForum2019,p.31).
However, Japan has taken steps towards gender equality, particularly through the
Basic Act for Gender Equality (1999) that aims to promote ideals of gender parity and
women’s rights in local and federal parliaments. These ideals are further promulgated
by the Gender Equality Bureau that came to fruition in 2001 (Gender Equality Bureau
Cabinet Office 2016). This parliamentary council aims to empower women through
consideringthesocialandlegalelementsthatleadtoinequalityincludingwomen’splace
in the workforce, equal pay, violence against women and women’s power in parliament.
It is evident that gender inequality in Japan is a result of cultural normalities that
have been ingrained into societal standards. Although the issues of gender disparity
is still prevalent, Japan is valiantly working towards bridging the gap between men
and women through their law and the continued rallying against gender inequality.
Appointing Japan as Fifa’s next World Cup host could present a significant
opportunity for the nation to close the gender gap by promoting unity - providing
copious new jobs for women and upholding the success of the Japanese women’s
soccer team. For FIFA, hosting in Japan could garner a substantial increase in female
viewership due to continual support for the successful women’s team, thus promoting
gender equality throughout Japan’s sporting nation and the whole of FIFA’s audience.
Figure 2. Tokyo 2020 2020.
Figure 1. Dagher-margosian 2019.

4. There are many intricacies that shape Japan’s workforce, including the issues
regarding how culture impacts labour equality and female workplace representa-
tion. Although many Japanese natives believe the post-war labour reform increased
workplace equality and conditions, many scholars pose these reforms as a divisive tool
to socially separate people through their job employment status (Jiyeoun, 2014, p. 85).
Accompanied by Japanese cultural beliefs surrounding traditional gender roles,
women often fain into subservient workplace positions (Rodriguez-Kiino 2018, p.
323) and part-time or lower paying jobs (Shambaugh et.al 2017, p. 2). According to
the Gender Equality Bureau Cabinet Office (2019), 77.8% of Japanese men work in
full-time careers, while only 43.9% of women do. The large disparity in career
expectations between men and women is likely due to the cultural expectations of
women to stay at home and tend to their house, kids and their husband’s needs.
Furthermore, it can be seen that men still dominate the workforce, working in full time
jobsthatoftenprovidefurtherjobsatisfactionandhighersalaries.Thiscanbeseenwhen
looking at Japan’s wage disparity as it has the second largest gender wage gap of all 37
countriesintheOrganisationforEconomicCooperationandDevelopment(OECD2019).
According to the Health, Labor and Welfare Ministry of Japan (Fleming 2019),
the country is expected to face a rapid decline in the workforce from 65.3 million
working-age people in 2017 to 52.45 million in 2040. It can be contended that this
rapid decline is a result of workforce disparities that have left the workforce and
economy vulnerable (Rodriguez-Kiino 2018, p. 322). In order to halt the
decline of Japan’s workforce and increase labour equality, the Japanese Prime
Minister Shinzo Abe has implemented significant changes, including the Womenomics
program. Based on the belief that women’s monetary advancement benefits the
economy, Womenomics aims to support women as they actively engage in economic
practises. Seen as a striking workforce recalibration, Womenomics is a strategy for
encouraginggenderequityintheeconomybothgovernmentallyandindustriallythrough
expanding the quantity of women in the labor force and leadership positions (Matsui et.
al, 2014). Although a relatively new program, Womenomics symbolises a shift in Japa-
nese society and parliamentary systems towards equality and fair opportunities for all.
Hosting the 2030 FIFA World Cup in Japan could provide an immense range of
opportunities for both Japan and FIFA. For Japanese citizens, FIFA could provide a
range of new jobs to involve individuals from all backgrounds, ages and genders and
bridge the divides between job status and class. A chance to foster unity, the World
Cup will not only increase collective patriotism within the Japanese people, but provide
opportunities for a more equitable society. For Japan as a whole, the FIFA World Cup
will encourage huge tourism, further providing jobs for the Japanese people whilst
simultaneouslypromotingtheFIFAWorldCupasanallinclusiveandwell-cultured event.
WORKFORCE EQUALITY
Figure 4. iKNOWPOLITICS 2014.
Figure 3. Mallapaty 2019.6 7

5. Stereotyping is prevalent in Japan just as it is in most societies, however, the way
in which stereotyping occurs in Japan moderately differs to that of the Western
world. Like in most countries, Japan’s stereotyping situation depends solely upon
contextual elements and the individuals involved. However, stereotypes that are
placed upon Japanese people from tourists and other cultures are often less overt
and disguise themselves as compliments or the truth. For example, stereotypes from
tourists such as ‘all Japanese people are incredibly hardworking’ or ‘all Japanese
people are polite and traditional’ may not be inherently negative, but can diminish
individuality and subcategorise people (Han 2020). These cultural biases are made
without communication and are based solely upon assumptions and therefore can
negatively affect an individual’s ability to differentiate themselves from others. This
notion can be explained through the Country of Origin Effect (Hinner 2010, p. 53).
The Country of Origin Effect most often relates to how consumers hold cultural
biases towards labels on imported goods, such as generalisations on products that are
‘made in China’. However, this too can be applicable to how individuals label Japanese
people and products. The Country of Origin Effect explores how individuals adopt both
negative and positive cultural biases about a country in order to organise their thoughts
and differentiate between ‘them and us’ (Hinner 2010, p. 53). In terms of Japanese na-
tives as a whole, these beliefs can lead to a loss of individuality and inability to change
and further as a collective. In regard to Japanese products, these cultural biases may
lead to consumers being wary or unwilling to try Japanese products due to lack of
knowledgeaboutitsfunctionalityordisdaintowardsproductsfromoverseasmanufacturers.
For the 2030 FIFA World Cup, it is important to consider how these cultural generalisa-
tions may affect a host country or how this host country is perceived. Hosting the 2030
World Cup would bring an influx of tourism to Japan that may provide a significant
opportunity to challenge these stereotypes and perpetuate the individuality of its people
as well as the unity of the collective. For example, the stereotype that Japanese people
‘tend to not socialise with strangers’(McVeigh 2007, p. 45) may be easily challenged by
presentingthewelcomingnatureofthenationasahostbothinadvertisementsandthrough
effective event management. Furthermore, introducing tourists to Japanese products in
a welcoming environment may provide opportunities to remove manufacturing biases.
STEREOTYPING
8 9
Figure 5. Author Unknown, 2020.
Figure 6. Author Unknown, 2020.

6. The advertising industry in Japan is self-regulated by internal industry bodies con-
cerned with the ethics and lawfulness of ads. In Japan, the Japan Advertising Review
Organisation (JARO) is the advertising regulatory body that “handles complaints… from
consumers, competitors and other sectors” (JARO 2020 2). JARO aims to ensure that
Japanese advertising industries comply with associated laws and cultural ethics. In re-
lation to advertising to children, JARO investigates claims on the basis that advertising
must “be made, in consideration of its impact on youth and children” (JARO 2020 1).
Although Japan follows very similar guidelines to Western countries regarding ad-
vertising to children, the nature in which these principles are followed greatly differs
due to cultural variances. According to a study from the International Journal of Ad-
vertising, older adolescents in Japan watch TV more than younger Japanese chil-
dren due to their commitments to after school activities. This directly contrasts that of
westernised countries like the United States that sees younger adolescents viewing
more TV than older adolescents. Due to this, it can be assumed that young Japanese
children are less affected by TV advertisements than older children and therefore
have a lesser impact on family purchase decisions (Sherry et.al, 1999, pp. 241-243).
ADVERTISING TO CHILDREN
Figure 7. Nippon.com. 2020.
Figure 8. Thomaselli 2020
Furthermore, Japanese TV advertising is often targeted towards parents due to par-
ent’s high control over their children’s viewing. Due to this, advertisements aimed
at children in Japan are much less geared towards increasing ‘pester power’ but
rather assume that the advertisements will be co-viewed between families and dis-
cussed. Advertisements solely directed at children are uncommon. It is possible
that advertising to children in Japan does not encourage pestering or ‘pushy’ be-
haviour due to cultural expectations regarding a deep respect for elders and the
community as a whole (Gaumer et.al 2004, pp. 27-30). Due to these collectivist be-
liefs, the encouragement of pestering activity in advertising would not be customary.
Although advertising in Japan differs greatly from that of many western countries, Ja-
pan as a whole is less cynical of the motives behind marketing. There is a significant
emphasis on dignified advertisements that gain consumer’s trust in Japan. Therefore,
it would be a great nation to practise transparent, ethical advertising. Furthermore, ad-
vertising for the world cup in Japan would present little issue for Western advertisers
due to the similarity in regulatory principles. However, campaigns would warrant signifi-
cant cultural considerations surrounding target audiences, demographic reaching and
which consumer appeal techniques are adopted to promote the 2030 Fifa World Cup.
10 11

7. The foreign permanent resident policy in Japan has shown instances of progress from
the time of its inception. Initially, Japanese government was reluctant to accept foreign-
ers, however, the establishment of new programs have helped to foster multicultural-
ism. In the past, migrators and foreign workers were not accepted unless they were
deemed to be vastly skilled within their profession. This policy remained strict, having
small rates of approval. However, in 2002 a point system initiative was introduced and
has provided easier entry into the country for skilled foreign workers. In stark contrast
to the former policy, persons who are accepted on the basis of the points system may
bring their parents and can request for permanent residence after a tenure in Japan
spanning five years (Akashi 2014, p. 180). The government, however, takes a firm
stance toward the term ‘imin’, which translates to ‘immigration’ in English. Japan does
not accept imin, rather taking in people of various skills - regulating their permitted
activities and length of stay.. Although these residents are not officially recognized at
imin, the process is similar to conventional westernized forms of immigration (Roberts
2018, p. 89). As of 2018, Japan’s parliament passed a bill that opened their countries
borders to up to 345,000 workers in professions such as agriculture, construction,
hospitality, nursing and shipbuilding over a five-year period. This law is a significant
step towards inclusive foreign policy, as it is the first time Japan’s borders have been
open to unskilled foreign labour since the second world war (Chung 2019, p. 220).
TREATMENT OF IMMIGRANTS
Figure 9. TheRealJapan 2016.
Japanese tourism, though thriving statistically, still has the capacity for improvement.
Japanese tourism increased from 4.7 million visitors in 2011 to 8.1 million just two years
later (Davtyan 2016, p. 99). A study analysing Chinese tourists in Japan found that the
country was affordable and contained a number of appealing products and services,
either shopping or in the general public (Lin et al. 2017, p. 1195). However, a barrier
to tourist satisfaction remains to be the lack of diversity in language representation
on signs. Tourists may struggle to acclimatise to a country using a language differing
from their own. This problem is due to a lack of use of multilingual signs in retail or
hospitality stores, as well as popular tourist destinations. Studies have illustrated that
an alternative solution to language related issues may involve hiring English speaking
students for tourist-related businesses (Davtyan 2016, p. 102). The strength of Japa-
nese culture remains a focal point in the appeal for tourism. A study regarding an anal-
ysis of marathon events in Japan illustrated areas for improvement in creating a sports
event in Japan. In order to attract attendance event promoters should “focus on the
particular legacies of Japanese culture” (Okayasu et al. 2016, p. 174). It may therefore
be favourable to consider implementing multilingual signs to adhere to tourist’s needs,
whilst integrating cultural legacy of the nation in relation to the World Cup event.
12 13

8. Japan’s cultural acceptance of lesbian, gay, bisexual, and transgender (LGBT) people
is still continually evolving from its traditionalist beginnings. The emphasis of con-
ventional family types and societal expectations concerning heterosexuality originally
resulted in the unequal treatment of the LGBT community. Some of these prevailing
thoughts still exist within their society. Sugaita Mio, a member of the Liberal Demo-
cratic Party, posted a video on her right-wing YouTube channel in 2015, stating her
displeasure in relation to the use of taxes to support gays and lesbians, even going
as far to laugh when referring to high rates of suicide among LGBT children (Katsuki
2019). In the same year, Prime Minister Shinzo Abe considered legalizing same sex
marriage, due to complaints of an infringed constitutional right to equity. However, the
consideration became convoluted when it was stated the issue needed “highly careful
deliberation” (Imahashi 2019). A research study recently surveyed members of the
LGBT community in Japan, showing public reaction to the community and the pros-
pect of legislative change. According to the results, more than half of bisexual men
stated they are regularly teased and asked whether they suffer from HIV/AIDS and
40% of women who identified as lesbians were consistently told to fix their sexual ori-
entation (Tamagawa 2018, p. 507). Furthermore, Medical procedures must be passed
for those identifying as transgender to be legally recognised (Human Rights Watch
2019, p. 2). The absence of political deputation toward this community allows for this
injustice to become fatal for those who are struggling (Takahashi 2020). Appendix 3
illustrates high rates of suicidal thought within the LGBT community with lower but still
alarming rates of suicidal attempts, self-harm and drug overdoses. These problems are
still apparent within the community, as wider acceptance is still a fundamental issue.
STANCE ON LGBT COMMUNITY
Figure 10. Getty Images 2018.
Although instances of discrimination toward this community do exist, there has been
progress towards promoting equality within Japan. As of 2019, 29 local governments
recognise same-sex marriage and provide partnership certificates to same-sex cou-
ples, who can use these to apply for public housing (Imahashi 2019). Although LGBT
marriage is not legally recognised nationally, this exemplifies the development towards
LGBT acceptance. Appendix 4 displays opinions regarding gay marriage legalisation
in Japan. A collective four out of five persons agree or somewhat agree with its current
conservative legalisation. Organisations such as travel agents are acknowledging the
presence of the LGBT travel market, providing areas for this community to stay and be
welcomed. Shinjuku is considered the centre of the LGBT neighbourhood and is ac-
cepting of all members in the community (Salvato 2019). Though there are still areas
of discrimination, the availability of resources to further incorporate this community in
Japanese culture, shows instances of improvement from its traditionalist beginning.
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9. APPLICATION & REFLECTION
After examining the ethical values in Japanese culture and considering the recent un-
lawful practice tainting FIFA’s public image, Japan poses as the favourable option to
host the 2030 World Cup. The 2015 charges of corruption, racketeering, money laun-
dering and bribery indictments have tarnished both the public perception of FIFA and
their controversial bidding process (Cottle 2020, p. 2). The selection of Japan as a
host nation would repair the integrity of FIFA by introducing the viewership to a country
with remarkable culture and deeply ingrained ethical values that extend beyond their
financial prosperity (Jerabek et al. 2017, p. 418). In preparation for their 2020 Olympic
proposal, the Tokyo Organising Committee of the Olympic and Paralympic Games
created an application highlighting the benefits of choosing the capital of Japan as a
suitable destination for the event. Though it is a different kind of event, the application
illustrates a framework demonstrating why the region is suitable to host the spectacle.
In a successful bid for the event, the application detailed an overall vision approved by
the Japanese Olympic Committee. This ensued; to renew and reinforce values in tradi-
tion, stage a well-organised event, welcome the world to a dynamic celebration by pro-
moting understanding and blending sport with culture. The ability to represent Japan’s
unique culture and tradition is shown as a ‘significant communication opportunity’ (To-
kyo Organising Committee of the Olympic and Paralympic Games 2013). Besides tra-
ditions, improvements in areas of equality, specifically gender rights and LBGT issues
across the nation may prove to be areas of interest for spectators and tourists.As a con-
tinually popular tourism hub, an event such as the 2030 World Cup would beneficially
highlight minorities as a focal point - promoting the idea of Japan and FIFA as all-inclu-
sive. This may display a sense of corporate social responsibility, repairing the already
tainted image of FIFA and presenting Japan’s firm stance against social injustice.
Irrespective of culture - expenditure and infrastructure play an integral part in planning
for an event of such magnitude. According to the previously mentioned application,
the available expenditure, as stated for the Tokyo Olympics was 4.5 billion (USD)
(Tokyo Organising Committee of the Olympic and Paralympic Games 2013). The eco-
nomic capability of the nation is imperative when hosting such an event, as is the
availability of professional stadiums. The Olympic Football event, in accordance to
the website timetable, will be held across seven respective stadiums inclusive of the
Olympic stadium and Tokyo stadium (Tokyo 2020 2020). The nation not only occupies
a foundation of infrastructure where matches can be played, but also is economically
prosperous, thus able to fund the event. It is therefore evident that Japan is a fitting
nation to host the event and could potentially repair the tarnished image of FIFA.
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10. CONCLUSION
The cultural stance of Japan is ever evolving, in an effort to eradicate social injus-
tices. Coupled by the inclusivity and wide reach of the FIFA World Cup, Japan could
pose as a perfect host to further perpetuate the World Cup’s stance as a cultured and
nationally inclusive event. Although Japan is built in conservative beliefs it is evident
that they are taking significant social and political steps to promote equality. The most
noteworthy example for this is Japan’s steps towards equality for women both inside
and outside the workforce, as well as the budding acceptance of the LGBT communi-
ty. Furthermore, issues regarding advertising to children bear to exist, due to the little
viewership from adolescents and a focus on adults as the target advertising market.
There are minor limitations regarding the prevalence of stereotyping, however, indi-
viduality of the Japanese people could be significantly highlighted through extensive
and powerful advertising campaigns. In continuation, foreign acceptance policy has
improved to allow both skilled and unskilled workers to reside within the nation. Tour-
ism thrives within the region. Therefore, the adoption of more multilingual signage
and international guides could help to enhance the tourist experience and continue by
highlighting Japan’s inclusive nature. Through all of this, it is evident that Japan is a
revolutionised and evolving nation socially, politically and technologically. Therefore,
Japan is the exemplary host country to retain a positive public perception of FIFA and
present a customarily appropriate, engaging and highly marketable 2030 World Cup.
18 19

11. APPENDIX
Appendix 1. Percentage of Male and Female Representation in Japanese Parliment
World Economic Forum 2019
Appendix 2. Percentage of Male and Women in Leadership Positions in the Workforce
World Economic Forum 2019
Appendix 3. Society’s Opinion Regarding Gay Marriage Legalisation
Notes: Data regarding this graph taken from Katsuki (2019). Figures are the percentage of each group
telling their personal history related to this behaviour. FtM refers to persons who are born as female but live
as males, and MtF to persons who were born as male but live as females.
Appendix 4. Percentage of Suicide Incident Between Transgender People
Dentsu 2019
20 21

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REFERENCES APPENDIX
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