Japan is aiming to host the 2031 Women's World Cup in an effort to revive interest in domestic women's football and catch up with Europe and North America.
Japan won the 2011 Women's World Cup, but since then, women's football has grown rapidly in other regions, leaving Japan behind.
“We would like to raise the value of women’s football here,” said Japan Football Association president Tsuneyasu Miyamoto. Speaking at JFA headquarters, Miyamoto reflected on Japan's past success while standing in front of a large photo of the 2011 championship team.
Miyamoto, who captained the men's team during Japan's co-hosting of the 2002 World Cup with South Korea, hopes the 2031 tournament can similarly inspire interest in football in Japan.
Competition to host the event will be tough, with a joint bid expected from the United States and Mexico. England and China are also reportedly interested.
“We have the WE League, and it has been struggling to gather an audience,” Miyamoto said.
The WE League, Japan’s professional women’s league, started in 2021 but hasn’t drawn the crowds or revenue seen in European and American women’s leagues. Japan’s women’s team has not advanced beyond the quarter-finals since losing to the US in the 2015 final.
Miyamoto acknowledged that Japan “could have done better” to sustain interest after the 2011 win, which briefly sparked enthusiasm for women's football.
The former defender also wants to build a deeper football culture in Japan. He credits his time with Austrian club Red Bull Salzburg for showing him how football can become part of daily life.
“They have their own culture, they have football in their daily lives,” he said.
Miyamoto aims to develop this same passion in Japan.
While Japanese players have made significant strides, regularly playing in top European leagues and reaching World Cup knockout rounds, the success of players abroad has created challenges for Japan's domestic clubs.
Miyamoto noted that transfer fees for Japanese players are lower than those from South America, making it harder for local clubs to profit from transfers.
He believes a new approach is needed in Japanese football management. Miyamoto is the first JFA president to have played at a World Cup and brings a fresh perspective to his role.
“Former players, especially players who played at a high level, know how the football world works,” said Miyamoto. At 47, he is the youngest JFA chief since World War II and hopes to bring new ideas to the organization.
