Wolfram Manzenreiter is a professor of Japanese Studies and Vice Head of the Department of East Asian Studies at the University of Vienna.
The book explores the transformative impact of global popular culture and big business on Eastern societies, highlighting how football has evolved into a commercial powerhouse. It examines the sport's journey alongside these changes, emphasizing its significance as a cultural phenomenon and its role in shaping modern identities in the East. Through this lens, the narrative delves into the intersection of sports, commerce, and societal transformation.
Exploring the interplay between local traditions and global influences, this book examines the evolution of sports in Japan since its cultural opening to the West. It highlights the diverse cultural, social, political, and economic factors that shape cultural globalization. By advocating for multi-disciplinary approaches, it draws insights from sociology, anthropology, management studies, political science, cultural studies, and history, providing a comprehensive understanding of the complexities involved in Japan's sporting landscape.