The sound of the modern Tottenham Hotspur Stadium has long echoed with chants for Son Heung-min. Just a few miles down the south coast, the flair and technical brilliance of Kaoru Mitoma light up Brighton & Hove Albion’s Amex Stadium. More recently, Liverpool have turned to Wataru Endo to strengthen their midfield, while Wolverhampton Wanderers have benefited from the goals of Hwang Hee-chan since 2021.
These are just a few examples of how Asian players have evolved from being perceived as risky signings to becoming consistent, influential figures in British football. Once considered gambles, they are now valued as strategic assets by clubs across the UK.
So, what has driven this shift? The answer lies in a combination of factors, from brand-building in vast overseas markets to significant changes in player recruitment rules.
Tottenham Hotspur's Son Heung-min with the match ball on September 17, 2022
Expanding the brand into a vast market
Asia – particularly nations such as South Korea, Japan and China – represents one of the largest and most lucrative football markets in the world. Signing an Asian player who already commands attention at home can instantly bring a British club a substantial following and consumer base in that region.
That often translates into increased shirt sales, regional sponsorship deals and broadcasting revenue. The arrival of a player like Son saw Tottenham’s fanbase in Asia grow rapidly, helping establish Spurs as one of the region’s most recognisable football brands – a status likely to endure even with the recently confirmed departure of the South Korea captain.
With visibility comes cultural and emotional connection. Clubs that manage to become household names in Asian homes not only gain new supporters but also embed themselves as a first-choice team for many fans in the region. In a globalised media landscape where countless teams compete for attention, maintaining relevance in such a passionate football market can be a vital driver of long-term growth – both financially and in terms of prestige.
In this sense, signing players from Asia is about more than just strengthening the squad. It is part of a wider strategic approach that plants seeds in enormous markets and builds lasting cultural bridges.
Brighton & Hove Albion's Kaoru Mitoma celebrates on February 8, 2025
Quality and value in the transfer market
The steady rise of Asian players in Europe’s top leagues has prompted questions over whether clubs’ interest is purely commercial. According to Tiago Bontempo, a journalist specialising in Japanese football and author of Samurais Azuis, the appeal is as much about economics and scouting strategy as technical quality.
“More than looking for a specific set of traits, I think English clubs have realised this is a good, affordable market – a low-risk investment with a strong chance of returns. Just look at players like Ao Tanaka (Leeds United) or Tatsuhiro Sakamoto (Coventry City), who cost relatively little but have performed better than many far more expensive signings”.
This approach is not exclusive to the UK. Clubs in Germany, Belgium, Portugal and the Netherlands have long tapped into Asian markets, with the Championship – England’s second tier – now emerging as a proving ground for talent before they make the step up to the Premier League.
Japan in particular is producing both high-quality and high-volume talent. While a direct move to the Premier League may be too big a leap for some, the Championship offers a competitive but accessible environment for adaptation. Bontempo points to Kota Takai’s recent arrival at Tottenham as an example of a player who may benefit from such a pathway.
Number of Asian players in England’s top two tiers (2025-26):
Premier League – 7 (five Japanese, two South Korean)
Championship – 12 (nine Japanese, three South Korean)
Leeds United's Ao Tanaka during his side's Championship match against Sheffield United, on October 18, 2024
Brexit and shifting recruitment rules
Brexit has reshaped the football transfer market in the UK. Before the UK left the European Union, clubs could sign players from EU countries without work permit restrictions, making it easier and cheaper to recruit from the continent. Now, all overseas signings – including those from Europe – must qualify for a work permit under a points-based system created by the FA, the Premier League and the EFL.
Players who do not reach the required number of points cannot be signed. Clubs are also prohibited from signing foreign players under the age of 18, and can register a maximum of three overseas under-21 players per transfer window and six per season.
This has limited the pipeline of young European talent without established track records. As a result, English clubs have increasingly looked further afield, with Asian and South American players becoming more attractive options – particularly as they were already operating under similar work permit rules prior to Brexit, meaning they have been less affected by the changes.
This article was originally published on Trivela.
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