On Saturday, Brighton & Hove Albion’s youth academy issued an apology after a social media post featuring first-team star Kaoru Mitoma alongside a mock football card of Japanese World War II soldier Hiroo Onoda sparked backlash from supporters in China. The image prompted shock among fans who saw it as a painful reminder of Japan’s wartime atrocities in Asia.
Jack Forsdike, who manages the Official Brighton & Hove Albion Supporter Club in China, told CGTN he initially believed the image was an online hoax. “I almost couldn’t believe it was real,” he said, noting that many thought it must have been “edited or Photoshopped, or it’s AI or something.” Forsdike quickly emailed the club, emphasizing how offensive it was to platform a figure many view as a symbol of unchecked militarism.
The post’s removal and the club’s statement—“We hugely value our fans in China and had no intention of causing any offence”—did little to calm the debate. Commenters pointed out that the Japanese government has not formally apologized for the invasion that resulted in millions of deaths among soldiers and civilians across China and other Asian regions.
This episode highlights a growing challenge for global sports brands: navigating historical sensitivities in an era of instant, borderless communication. As football clubs expand their digital reach, fans worldwide expect cultural awareness and respect for collective memories.
For Brighton & Hove Albion, the controversy serves as a reminder that what may seem like harmless content in one market can deeply resonate in another. In today’s interconnected landscape, meaningful engagement demands not only a global strategy but also a nuanced understanding of regional histories.
Reference(s):
Brighton FC Japan WWII soldier controversy slammed by China fan leader
cgtn.com
