How Japan’s Volleyball Revolution is Spiking Global Interest Ahead of VNL 2025

Volleyball game at Rio Olympics 2016. Source: Olympics.com

Ahh, Volleyball— a sport that I absolutely adore. And for that, you can thank Japan. I was like Hinata from Haikyuu!! when he first saw the Tiny Giant. For me, it was an early 2000s Japan vs. Brazil championship match that changed everything. I had no idea what I was watching at the time, but the speed, energy, and sheer passion of the game pulled me in instantly. I fell in love. I’ve never really talked about it until now, but I guess I’m finally writing about it. A bit about volleyball, and how Japan has not only influenced me personally but also emerged as a fan favorite to win the VNL (Volleyball Nations League) 2025.

A Brief History of Volleyball

Volleyball began in 1895 in Holyoke, Massachusetts, when William G. Morgan, a physical education director at the YMCA, created the sport as a less intense alternative to basketball for older members. Originally named “Mintonette,” the game quickly caught on for its simplicity, adaptability, and minimal equipment requirements. Within a decade, volleyball spread across YMCA networks and military bases, becoming an international pastime.

the Japan women’s Olympic team of Tokyo, 1964. Source: The Asahi Shimbun/Getty Images

By the 1940s, volleyball had grown significantly in popularity, especially in Eastern Europe and Asia. Its inclusion as an official Olympic sport in the 1964 Tokyo Games marked a pivotal moment in the sport’s global evolution. As host nation, Japan’s women’s team won gold, instantly becoming national heroes. Known as the “Oriental Witches” (To-Yo no Majo), their dominance was built on tactical discipline, and almost surgical teamwork. Their unbeaten streak leading up to the Olympics included 24 straight wins, and their final victory against the Soviet Union was watched by nearly 80% of Japanese households. An early sign of volleyball’s emotional grip on the country.

Japan’s men followed shortly after, winning bronze in Mexico City in 1968 and gold in Munich in 1972, cementing the nation’s place among volleyball's elite. These achievements didn’t just boost the sport’s profile in Japan; they also inspired the development of advanced coaching methods and a deep-rooted volleyball culture in schools and universities.

How Volleyball Became Aspirational in Japan

These early Olympic triumphs did more than bring medals. They laid the foundation for Japan’s enduring volleyball philosophy built on strategy and collective effort over individual brilliance. Japanese teams have long been admired for their technical precision, quick transitions, and relentless defense, often compensating for physical disadvantages through superior coordination and court awareness. This focus on fundamentals and mental resilience is deeply embedded in the country’s broader sports culture, influenced by values like kaizen (continuous improvement) and shūdan ishiki (group consciousness).

A key driver of this system is Japan’s high school and university volleyball programs. Unlike many Western countries where elite talent often emerges from clubs or academies, Japan’s school-based model is rigorous and highly competitive. Prestigious tournaments like the All-Japan High School Championship (also known as “Haruko”) and Inter-High are major televised events, turning student-athletes into local celebrities and national prospects. University teams, especially from programs like Waseda, Keio, and Tokai—serve as pipelines into professional leagues and the national team, ensuring a structured development pathway that blends academic discipline with high-level athletic preparation.

While Japan's school and professional systems laid the foundation for athletic development, it’s the media— especially anime and manga that transformed volleyball into a cultural phenomenon and aspirational pursuit for the younger generation.

Haikyu!! is a Japanese manga series written and illustrated by Haruichi Furudate. Source: Sam Fang/cbr.com

The game-changing moment arrived with the debut of Haikyuu!! in 2012. More than just an anime about high school volleyball, Haikyuu!! offered a dynamic portrayal of the sport’s technical intricacies, emotional depth, and team psychology. Viewers followed Shōyō Hinata, an undersized player with outsized dreams, as he battled rivals and his own limitations to become a top-level athlete. This underdog narrative resonated with students across Japan, sparking a measurable rise in youth volleyball participation. According to reports from the Japan Volleyball Association, the number of male high school volleyball club members in Japan increased significantly from approximately 35,000 in 2012 to over 50,000 by 2020.

The storytelling momentum didn’t stop at anime. It extended into how the domestic V. League markets itself. Clubs like the Suntory Sunbirds and JT Thunders have embraced cinematic match trailers, player mini-docs, and behind-the-scenes content to connect with fans. Cheer squads, mascots, and fan events turn game days into celebrations. Local supporters often travel across prefectures to attend matches, fostering community and regional identity much like J. League soccer or NPB baseball.

V. League: Japan’s Domestic Powerhouse

Founded in 1994 and restructured into the V. League Division 1 (V1) and Division 2 (V2), the league features both men's and women's competitions with corporate-sponsored teams. These teams not only attract regional loyalty but also function as elite development hubs. With high-performance facilities, full-time coaching staff, and structured player pathways, the V. League is where rising stars transition from university phenoms to international athletes.

One of the league's most influential exports is Yuki Ishikawa, the captain of Japan’s men’s national team. Standing at 6'4" with a lethal combination of speed, court vision, and composure under pressure, Ishikawa has become the face of modern Japanese volleyball. After starting his pro career in the V. League with the Central Sports team and later the Panasonic Panthers, he moved to Italy’s SuperLega, arguably the world’s most competitive volleyball league. There, he played for teams like Modena and Milano, facing off against the best.

Statistically, Ishikawa is a monster on both ends of the court. During the 2023 VNL season, he averaged 4.8 points per set and had one of the highest efficiency rates among all outside hitters, showcasing his blend of offense and defensive coverage. Beyond stats, his calm leadership and ability to rally his teammates in tight matches have cemented his reputation as a captain in the truest sense.

Ishikawa Yūki high-fives teammate Takahashi Ran during Japan’s match against Italy at the Nations League on July 23, 2023, in Gdansk, Poland.  Source: Olimpik/Reuters Connect

Then there’s Ran Takahashi, the Gen Z sensation who’s bringing a new wave of fans into the sport. At just 22, Takahashi has already carved out an impressive résumé. A breakout performance at the 2021 Tokyo Olympics, a key contributor in Japan’s fourth-place finish at VNL 2023, and now a fixture in both the national team and European club volleyball. With an explosive vertical leap, silky smooth transition play, and an infectious charisma, Takahashi blends highlight-reel plays with a deep technical IQ.

Ran's rise from high school prodigy to global star mirrors the next-gen image of Japanese volleyball. On social media, his following rivals top athletes from far bigger sports, making him a marketing dream for both the V. League and the national team.

Why Volleyball Hasn't Reached Global Mainstream Popularity?

Despite the rise of charismatic stars and the steady growth of professional leagues, volleyball still hasn’t broken into the highest global tier of sports. It’s widely played in schools and at the Olympic level, but it hasn’t yet achieved the commercial dominance or year-round visibility of soccer, basketball, or ice hockey.

One of the core issues is the lack of globally recognized club-level rivalries. In soccer, clubs like Real Madrid vs. Barcelona or Manchester United vs. Liverpool fuel nonstop content and international media rights deals with lots of emotional involvement. Volleyball, by contrast, lacks that same cohesive, marketable ecosystem. National leagues like Italy’s SuperLega, Poland’s PlusLiga, and Japan’s V. League operate largely in silos, with minimal crossover and limited global broadcast reach outside their home countries.

Another key challenge is fragmented league structures and inconsistent media exposure. There’s no single, unified season or format that drives year-round fan engagement. The club seasons often overlap with international competitions like the VNL or World Championships, making it harder for casual fans to follow players and teams consistently. Without a central governing commercial body (like the NBA or UEFA), volleyball struggles to maintain a consistent, accessible story.

Brazil's Fernanda Rodrigues shoots while playing the United States during the gold medal match in women's volleyball at the 2020 Summer Olympics on Sunday. Source: Manu Fernandez/AP

Additionally, while volleyball's Olympic and school-level popularity is massive— especially among women, it lacks sustained storytelling outside major tournaments. The technical beauty and emotional arcs of the sport are undeniable, but they need better packaging. This is where Japan has shown the blueprint by using franchising, storytelling, and even anime to elevate volleyball’s emotional and cultural appeal.

Imagine a global volleyball league that functions like Formula 1 or the ATP/WTA tour, with stops in major cities, live docuseries, social media storytelling, and cross-league rivalries that create continuity and personality. Or even a collaboration with streaming platforms to bring shows like Haikyuu!! into real-world storylines following players, coaches, or clubs like behind-the-scenes sports dramas do.

Conclusion

As we head into the 2025 Volleyball Nations League (VNL), it’s clear that volleyball is no longer just a game played in school gyms or seasonal tournaments. It’s evolving technically, culturally, and globally. Nations like Japan have played a huge role in this transformation. Across Asia, Europe, and the Americas, volleyball is gaining traction through vibrant fan communities, high-performance leagues, and the emotional pull of international competition. With rising stars, digital engagement, and even anime fueling its visibility, the sport is reaching new audiences who might never have considered themselves fans.

And when it comes to this year's edition, Japan stands out. Not just for their precision and team unity, but for the momentum they’ve built through player development and a renewed global fanbase. They’ve got the strategy, star power, and the belief to make a serious run for the title.

So, what do you think—who's your pick to win the VNL 2025?

By Zenith Rathod

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