The crowdfunding campaign orchestrated by the Japan Shogi Association, which offered a reward plan to watch a match between eight-title holder Sota Fujii and the former King titleholder Takanoya Nisesei, sold out in an instant.
Sota Fujii, the eight-title holder of shogi, has been making a significant impact not just within the realm of the game but also on the economy. The Japan Shogi Association’s crowdfunding campaign, which offered the chance to watch Fujii’s matches live as a high-tier reward, sold out in moments. Snacks consumed by Fujii during title matches have become unexpectedly popular, signaling a ripple effect that transcends the boundaries of the shogi community.
The opportunity to witness a special match between the eight-crown champion Fujii and Takanoya Nisesei, the former King titleholder, was priced at 800,000 yen. The announcement of this reward through the crowdfunding initiative, which started on October 1st, caused a stir on social media. The limited offer, available to only 15 individuals, sold out promptly, expanding the wave of surprise.
Aiming for the relocation of the Eastern and Western Shogi Halls in 2024, marking its centennial, the Shogi Association turned to crowdfunding to gather funds. While previous phases from October 2021 intermittently sought donations, the targets had not been met until the launch of the fifth phase, coinciding with Fujii’s battle for the King title in October. Following Fujii’s ascent to eight-crown status, the donation goal of 100 million yen was surpassed “unusually quickly,” according to the association’s general affairs department, offering a significant boost amid struggles with rising construction costs.
The Japan Shogi Federation is fully mobilized and dedicated to its crowdfunding efforts.
Fujii’s influence is palpable, as even the confections he consumes during lunch breaks in matches gain fame. A haniwa-shaped monaka from Sakian, a confectionery in Takatsuki City, Osaka, gained attention after Fujii was seen eating it during a January 2022 match. The store owner, Yuji Maruno, reports selling between 160,000 to 170,000 pieces to date.
The “Fujii effect” is heating up in his hometown, Aichi Prefecture. JR Central’s subsidiary, JR Tokai Food Service in Nagoya, sees its chick-shaped pudding ‘Piyorin’ selling out daily. Its popularity sparked when Fujii consumed a related product, ‘Piyorin Ice’, during a match in 2021. With Fujii’s recent achievements, the company plans to double its production by introducing new production sites.
Businesses closely associated with Fujii are also hopeful for a spillover effect. Fujiya has been featuring Fujii in chocolate TV commercials since 2021 and sponsors the “Eiou Tournament,” a shogi title match. They provide sweets like daifuku, tarts, and cakes for snacks during the games, often leading to sold-out situations. Fujiya expressed commitment to continuous support, aiming to spread their products and broaden the base of shogi enthusiasts.
Since 2017, Fujii has been analyzing game situations and conducting match simulations using computers with CPUs developed by AMD (Advanced Micro Devices). He started appearing in AMD’s brand advertisements from 2022. The vice president of Japan AMD, Sekiji Michiko, expressed ongoing support for Fujii’s future challenges, committing to innovation.
Professor Katsuhiro Miyamoto, an expert in economic effects from Kansai University, commented on Fujii’s economic impact, saying, “In the world of shogi, where spectator numbers are limited, the economic effect brought about by Fujii as an individual player is unprecedented.” The achievements of Fujii, belonging to Generation Z, born in the mid-90s to the mid-00s, are anticipated to usher in a revolutionary new trend that surpasses the traditional norms of the shogi industry, even in terms of economic effects.