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  • The Christian Science Monitor

    Japan loves its top tennis star. But do they think she's Japanese?

    May 31, 2019 4 minutes

    September was a very good month for Masao Tsutsumi.

    Mr. Tsutsumi, who piloted Nissan’s sponsorship of Naomi Osaka, latched onto the young tennis star before she became a household name in Japan. When he’d first broached Ms. Osaka’s name to his team mid-2018, their response was lukewarm: “But she’s only No. 17 in the world.”

    Then came September 2018. Within a week, Ms. Osaka beat Serena Williams for the U.S. Open title, jetted to Japan, and headlined a press conference at Nissan’s gleaming headquarters in Yokohama. When a Nissan executive asked about her favorite car, her response was broadcast for the world to hear: GT-R.

    It was Nissan’s flagship sports car, the one that

    ‘Unwritten rule’ to being Japanese‘Bridging’ the distanceInspiring the next generation

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