Brighton & Hove Albion issued a public apology this week after a now-deleted social media post featuring Japanese footballer Kaoru Mitoma and a youth academy player holding cards depicting Hiroo Onoda, a controversial WWII-era Japanese officer, drew sharp criticism across Asia. The incident highlights the delicate balance sports organizations must maintain in culturally sensitive regions.
The photo, originally posted on November 27 to celebrate a youth team's tournament qualification, showed Mitoma and a young athlete holding educational cards featuring Onoda's portrait. The Imperial Japanese Army lieutenant gained notoriety for continuing guerrilla warfare in the Philippines until 1974, decades after Japan's official surrender, during which he reportedly killed 30 civilians.
Chinese social media platforms erupted with outrage, prompting Brighton's academy to remove the post and issue a statement: "We hugely value our fans in China and had absolutely no intention to cause any offence." The club attributed the incident to an oversight in photo selection.
The controversy spread beyond the Chinese mainland, with critics in the Republic of Korea and Philippines questioning the limited scope of Brighton's apology. The Chosun Ilbo noted Japan's colonial history on the Korean Peninsula, while Filipino netizens highlighted Onoda's direct impact on their nation.
The Premier League's Christmas Truce Tournament, which inspired the original post, commemorates the 1914 WWI ceasefire when British and German soldiers famously played football together. League officials confirmed the educational program aims to teach historical awareness through sport.
This incident underscores the challenges global sports franchises face when navigating Asia's complex historical legacy. As European football clubs increasingly target Asian markets, cultural sensitivity training has become essential for maintaining international fan relations.
