[Saba Sports News] Japan’s next-generation women’s badminton rising stars Tomoka Miyazaki and Maya Taguchi have seen their popularity soar, yet they have also drawn widespread concerns. Many point out that the athletes, who ought to reach the world’s top tier purely by their strength, are now gaining fame mainly through off-court activities.
The two young players were recently selected as advertising models by Nishi-Nippon City Bank. The bank released behind-the-scenes footage of the shooting for its “Nishikyo Smart Bank” commercial starring Tomoka Miyazaki and Maya Taguchi via its official Instagram account. The video caused a huge stir among fans, fully showcasing their idol-level popularity. In the released video, Maya Taguchi alternated between a serious look and natural smiles for the camera, presenting diverse charms; Tomoka Miyazaki struck a series of poses and took charge of the shooting session. Notably, both sported the hairstyles they wear in official matches and incorporated badminton moves into the commercial.
Besides, Maya Taguchi has become a hot topic for her resemblance to Hanni of NewJeans, earning her soaring popularity in South Korea recently. Nevertheless, the duo’s frequent commercial endorsements have sparked worries among badminton fans, who argue that what they need most is titles from major tournaments rather than constant commercial shooting engagements.
In the editor’s opinion, the commercial endorsements of Tomoka Miyazaki and Maya Taguchi not only reflect the growing trend of idolization in Japanese sports but also mirror the ongoing public debate over the identity boundaries of athletes. It hints that female athletes are easily labeled and judged by their looks. This does not deny their competitive capabilities, yet it raises concerns that the sport may drift toward a “looks-first” mindset.