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Shohei Ohtani of the Los Angeles Dodgers acknowledged fans as he departed the field following the MLB Tokyo Opening Series against the Chicago Cubs on March 19, 2025, at the Tokyo Dome.
On the morning of the second game in this series, Tokyo experienced an unusual light snowfall, a stark contrast to the region’s typical spring setting, which is usually bustling with cherry blossoms. Despite the chill, over a thousand fans gathered for the opening of a sizable Fanatics-operated MLB store located near the Tokyo Dome, eager to purchase team merchandise.
This enthusiasm underscores the significant influence that Ohtani has wielded over Major League Baseball’s presence in Japan since his record-setting 10-year, $700 million contract signing with the Dodgers in December 2023. His subsequent achievements, including the first-ever 50 home runs and 50 steals in a single season, combined with his accolades of winning the National League MVP and a World Series title, have solidified his status in the sport.
According to Nori Kawana, East Asia managing director at Fanatics, MLB merchandise sales in Japan surged by 170% in the previous year. Ohtani-related merchandise has accounted for a remarkable 57% of all MLB sales in Japan over the last five years. Furthermore, Dodgers merchandise sales skyrocketed by more than 2,000% year over year since Ohtani joined the team.
Baseball enjoys a rich history in Japan, where it is the most popular sport among fans and players alike. The relationship between MLB and Japanese baseball can be traced back to early exhibition games featuring legends like Babe Ruth. This longstanding connection has paved the way for stronger ties with Nippon Professional Baseball.
Noah Garden, MLB’s deputy commissioner of business and media, highlighted that Japan stands as the league’s largest commercial market outside North America, thanks to these sustained efforts. “It doesn’t happen overnight,” he noted, attributing the growth to Ohtani’s exceptional talent and the dedicated work invested in the Japanese market.
Garden emphasized that while fandom typically develops faster than business, the potential for MLB in Japan is immense. The league is only beginning to tap into this promising market, which presents expanding opportunities for engagement.
In what proved to be a historic event, the first game of this year’s Tokyo Series drew an impressive 25 million viewers in Japan, marking it as the most-watched game in the country’s history. The second game averaged over 23 million viewers, demonstrating the vibrant interest in baseball. For comparison, the 2024 World Series between the Dodgers and Yankees averaged 15.8 million viewers in the U.S. and 12.1 million in Japan due to time zone differences.
As part of its strategy to nurture this growing fanbase, MLB is enhancing its content offerings in Japan. This includes expanding original and translated materials available on the MLB app and website and the introduction of a new newsletter and dedicated content hub for Japanese players. The MLB Gameday product, featuring game tracking and advanced statistics, will also be available in Japanese.
Amid the excitement surrounding the Tokyo Series, instant sell-out crowds for both games reflected the soaring demand for MLB events in Japan. The league’s merchandise earnings during this series surpassed all past international events by a wide margin. Merchandise sales exceeded those from the 2024 London Series by 320%, with over half a million items sold at the Tokyo Dome store alone, notably including Ohtani jerseys featuring the Tokyo Series patch.
MLB Commissioner Rob Manfred mentioned in an interview that he anticipates the Tokyo Series to be financially the most successful international event the league has ever conducted, with potential earnings reaching up to $35 million. His broader vision encompasses expanding the league’s overall business in Japan, aiming for substantial financial growth.
Expanding Connections Between Japanese Fans and MLB
Justin Turner of the Chicago Cubs engaged with young fans who donned fake beards prior to a game at the Tokyo Dome, highlighting the personal connection baseball fosters.
The continued success of Ohtani and other prominent Japanese players, such as Roki Sasaki, Yoshinobu Yamamoto, Shota Imanaga, and Seiya Suzuki, is expected to drive further interest in MLB. Nevertheless, a key challenge rests with MLB and its partners in boosting recognition for all league players among Japanese fans.
David Leiner, president of trading cards for Fanatics Collectibles, noted a strong baseball fandom in Japan that supports both homegrown stars and local teams. Fanatics’ business has grown significantly in Japan, with Ohtani’s presence acting as a catalyst for this expansion.
Leiner highlighted that while Japanese collectors have an appreciation for global stars like Derek Jeter and Mike Trout, they show a particularly strong inclination toward domestic players, reflecting a sense of national pride. This sentiment has led to a lasting loyalty to teams that feature Japanese stars; for example, supporters of the Seattle Mariners still exist due to Ichiro Suzuki’s legacy.
Though Japanese fans often rally around individual players, the presence of multiple Japanese MLB players is helping to cultivate a more widespread allegiance to the league itself. With ten Japanese-born players on Opening Day rosters in the last season — the most since 2013 — the number is set to grow as MLB continues to thrive.
Kawana noted a marked shift among Japanese fans from primarily focusing on individual players to embracing team loyalty as well. The recent engagement efforts, coupled with MLB’s commitment to play games in Japan, signal a deeper integration into the baseball culture there. Future plans aim to enhance this connection further, including a series of games scheduled for Monterrey, Mexico.
Finally, Garden remarked that the long-standing efforts and engagements will take time to bear fruit, but the growing interest suggests that we are entering a promising new chapter for MLB and baseball in Asia.
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