While all eyes Monday will be focused on the women's soccer team as it fights to defend its World Cup title against the United States, win or lose, the surge in commercial and public interest may fizzle out after just a few years.
Experts said this phenomenon, witnessed four years ago, will leave the Japan's female soccer community in roughly the same place — playing for low incomes and running out of young hopefuls.
No matter what happens, the Japanese national team, nicknamed Nadeshiko, after a flower, can count on receiving a red carpet welcome for beating England last week to secure at least second place.