Renowned judo black belt Shintaro Higashi argues that judo faces a significant branding crisis that’s preventing the martial art from reaching its full potential in the United States. According to Higashi, the perception problem varies dramatically depending on who you’re talking to, creating barriers to growth across multiple demographics.
“When you go to Japan and you say judo, people think, ‘Oh, little kids,'”
Higashi explains in a video, describing how judo is viewed as part of the educational system with millions of children participating. They also associate it with Olympic champions and physical excellence. However, in the USA, the general public’s understanding is vastly different:
“You say judo they think judo chop hey buddy are you doing that karate thing right.”
The branding challenge becomes even more complex when targeting martial artists. While the general population dismisses judo as a “karate kids thing,” experienced martial artists have the opposite problem – they view it as excessively dangerous.
“You say that to a jiu-jitsu guy, they immediately think, uh, knee injury, shoulder injury, getting slammed, not fun,”
Higashi notes.
This perception issue is particularly problematic given that Brazilian Jiu-Jitsu has a “ten-fold population” compared to judo in the United States and is “destroying” judo when it comes to marketing and business growth.
“You go to any town in the United States now you could jiu-jitsu is very accessible it’s not the same with judo,”
he observes.
Higashi proposes a solution centered on repositioning judo as a “martial art/sport hybrid” that offers comprehensive benefits. He emphasizes that judo provides effective self-defense capabilities, fitness benefits, weight loss opportunities and the traditional martial arts values of respect and discipline. The sport also has a competitive circuit complete with superstars and Instagram personalities.
The International Judo Federation has already recognized this branding challenge. Higashi reveals that cameras are instructed to turn away from injuries during competitions, contrasting with other combat sports that showcase these moments for entertainment value.
To address the branding problem, Higashi calls for a two-pronged approach. First, dojo owners must “make judo easier” in their gyms to prevent injuries and create a safer learning environment. Second, the judo community needs to actively counter negative perceptions, particularly among potential students who already participate in other grappling arts.
“We have to make judo easy and then work on the marketing side of judo,”
Higashi concludes.
“Judo has a branding problem and I think we can all do our very best to work on it.”
His message is clear: judo’s growth depends on changing both the reality of training environments and the public perception of what judo truly offers as a martial art and sport.
d sport.
