Japan's shock win over South Africa hailed as PR boost for the Rugby World Cup

On Saturday, Japan's rugby team made history by beating two-time champions South Africa 34-32 in the Rugby World Cup, in what was hailed as the biggest shock in rugby history.

Many commentators and sports fans agreed that the pulsating encounter, which went down to the last play, was the best PR the Rugby World Cup organisers could have hoped for:

The match set Twitter alight, with over 330,000 tweets during the game:

However, many household Japanese brands including Toyota, Sony and Honda missed out on the social conversation by opting to stay silent.

Japanese firm Mitsubishi found itself in an awkward position as a sponsor of South Africa.

Brands with Japanese roots or influences that did get involved in the celebrations included Superdry, YoSushi! and Sticks’n’Sushi.

Guinness and official Rugby World Cup sponsors including Land Rover and Mastercard also capitalised on the buzz: 

The South African team took the loss on the chin, but fans back at home are unlikely to be so welcoming if their poor run continues:

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in