Newcastle United’s apology for using imagery resembling Japan’s Rising Sun flag in their 2025–26 third kit promotion has triggered strong backlash not from the countries historically hurt by the symbol, but from Japanese netizens angered by the club’s decision to remove it. The incident has reignited long-standing tensions over Japan’s imperial past and the legacy of wartime symbols in Asia.
The controversy began when Newcastle released a promotional video featuring a monochrome radial-striped flag labeled “NUFC JAPAN,” which critics said resembled the Rising Sun flag—a symbol used during Japan’s military expansion in World War II. The design is widely condemned in South Korea, China, and other countries that suffered under Japanese occupation. While some in Japan defend it as a cultural design, others view it as equivalent to the Nazi swastika.
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Following complaints, Newcastle deleted the video and issued an official statement:
“We apologize for including an image that could unintentionally cause offense… The scene has been removed for the comfort of all viewers.”
The apology came ahead of Newcastle’s pre-season tour in Asia, including sold-out matches in South Korea and Singapore. Korean activist and professor Seo Kyung-duk criticized the video for using a wartime symbol during a regional tour, especially with Newcastle set to face Team K League on July 30 and Tottenham on August 3.
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Despite the controversy, the Korea Professional Football League confirmed that the Coupang Play Series will go ahead, citing Newcastle’s prompt apology.
However, the reaction in Japan was sharply different. Many Japanese netizens accused Newcastle of overreacting, claiming the flag was “just a design” and dismissing critics as hypersensitive. Some demanded the Japanese government issue a formal protest, while others declared Newcastle should never tour Japan again.
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Worse still, some comments attempted to revise history. A top-voted reply stated, “Even a Korean president served as a Japanese officer. Korea wasn’t a colony—it was part of Japan.” These remarks have alarmed critics, highlighting Japan’s ongoing struggle to fully acknowledge its colonial past.
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The controversy also comes as Newcastle is reportedly eyeing Korean winger Park Seung-soo from Suwon Samsung, further raising scrutiny over the club’s cultural awareness.
As Newcastle moves forward with its Asia tour, the club finds itself navigating more than just football—caught at the crossroads of sports, history, and regional memory.
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