Regardless of how Japan fares in the knockout stage of the World Cup in Russia, many businesses back home, from pubs and restaurants to electronic shops, are already counting the global sporting event as a resounding win.
"We have seen a massive increase in sales when the Japanese national team plays," said Mark Spencer, owner of four Western-style pubs in Tokyo.
Spencer estimated that sales can easily double when Samurai Blue plays — along with other popular teams such as England, France and Australia — partially the result of the extension of his pubs' operating hours into the early hours of the morning so viewers can watch the games live.