Osaka set to break racial mould
Young star to smile all the way to the bank with sponsorships lining up
Japanese tennis sensation Naomi Osaka not only hit the cash jackpot with her historic US Open victory – she struck a blow for racial equality, according to a former Miss Japan.
Following her 6-2 6-4 thrashing of Serena Williams in New York earlier this month, Osaka is set to become a global marketing force as sponsors prepare to break the bank to sign the 20-year-old.
But Priyanka Yoshikawa, who two years ago was crowned Miss Japan, believes Osaka can also help break down cultural barriers in a country where multi-racial children make up just 2% of those born annually.
“Naomi is definitely a role model,” the half-Indian beauty queen told reporters. “Japan should be proud of her – she can definitely break down walls. She will have a big impact.”
Osaka, who has a Japanese mother, a Haitian father and was raised in the United States, is set to shine a light on what it means to be Japanese, predicts Yoshikawa.
“The way she speaks, and her humbleness, are so Japanese,” said the 24-year-old. “Japan puts all ‘haafu’ in the same bucket,” said Yoshikawa, referring to the Japanese for “half” – a word to describe mixed race.
Yoshikawa’s Bollywood looks swept her to Miss Japan victory a year after Ariana Miyamoto faced an ugly backlash in 2015 for becoming the first black woman to represent the country. Critics took to social media complaining that Miss Universe Japan should have been won by a “pure” Japanese.
Unlike Yoshikawa and Miyamoto, Osaka speaks hardly any Japanese after moving to Florida with her family as a toddler.
“It’s not about language,” insists Yoshikawa, who was bullied because of her skin colour as a child.
“But she’s what she thinks she is. If you think you’re Japanese, you’re Japanese.”
Despite having her 10-match win streak snapped by Karolina Pliskova in Tokyo last Sunday, Osaka can take consolation in her ballooning financial worth. Sportswear giant Adidas is reportedly lining up a record sponsorship deal worth more than $10m (R142.82m).
Osaka is endorsed by Yonex, Japanese food company Nissin and watchmaker Citizen. A new three-year deal with car maker Nissan underlined her earning power after becoming the first Japanese player to win a Grand Slam singles title. –