On 27 November 2025, Premier League club Brighton & Hove Albion faced a fierce online backlash after its youth academy account on X posted a photo of Japanese international Kaoru Mitoma and a U12 player holding cards bearing the portrait of WWII officer Hiroo Onoda.
Onoda, the last Japanese soldier to formally surrender, remained in hiding on Lubang Island in the Philippines until 1974 and was later pardoned amid controversy over his legacy. According to BBC reports, his guerrilla activities led to the deaths of 30 civilians during his decades in hiding.
Within hours, fans in the Chinese mainland voiced outrage on social media. Critics argued that featuring a figure linked to wartime atrocities was insensitive, especially given the region's historical memory. Other voices in the Republic of Korea and the Philippines also questioned why apologies were directed only at fans in the Chinese mainland.
On 29 November, Brighton's academy account removed the post and issued an apology on X, stating:
We apologise for any offence caused in China. We hugely value our fans in the Chinese mainland and had absolutely no intention to upset anyone. This was a mistake, and neither the club nor the Premier League was aware of the image choice.
The post celebrated the U12 team's win in the Premier League's education program and their upcoming trip to Belgium for the Christmas Truce Tournament. Named after the 1914 ceasefire during World War I when British and German soldiers paused fighting to play football together, the event aims to combine competition with historical learning.
For business and tech enthusiasts, the saga underscores how rapid content sharing and real-time feedback loops can shape brand perception globally. Thought leaders and activists may view it as a case study in reputational risk management, while traveling fans can reflect on how historical memory informs cultural exchanges.
Ultimately, the incident is a reminder to global sports organizations: in an interconnected world, every image carries weight far beyond the pitch.
Reference(s):
Brighton apologizes over photo of Mitoma holding WWII officer's image
cgtn.com
