Beyond the Podium: Inside Japan's Quiet Equestrian Revolution
When Japan hosted the Tokyo 2020 Olympic Games, few expected its equestrian athletes to make such a resounding impression. Fast forward to Paris 2024 and Japan's eventers returned home with a historic bronze medal. Quietly but steadily, Japan is carving out a presence in international horse sport. But what lies beneath the surface of this success? We spoke with top riders, federation insiders, and team coaches to understand what’s really happening behind the stable doors.
Riding Against the Grain
"In Japan, equestrian sport is still seen as more of a hobby than a profession," says Daisuke Fukushima, who finished sixth individually in showjumping at Tokyo 2020. "You don't have the same competitive culture here as you do in Europe."
That sentiment echoes across the disciplines. Dressage rider Kazuki Sado, eventer Kazuma Tomoto, and newcomer Takashi Haase Shibayama all note the stark contrast: Japan lacks the scale, depth, and infrastructure of the European horse world.
"We have talented young riders," says Sado, "but the system isn't set up to support them. There's no strong breeding industry here, few international-level competitions, and it's incredibly expensive to import horses or travel to compete abroad."
Their comments reflect wider trends. According to the International Federation for Equestrian Sports (FEI), over 70% of top-ranked competitors across jumping, dressage, and eventing are based in Europe. Meanwhile, Japan's domestic competition structure remains underdeveloped, with fewer than 10 international-level FEI events held annually.
This imbalance not only hinders competitive success but also shapes public perception. Where equestrianism in countries like Germany or the Netherlands is bolstered by grassroots accessibility and televised events, Japan's scene remains insular, with little exposure outside elite circles.
The Cost of Global Dreams
Fukushima explains that flying a horse from Europe to Japan can cost up to €35,000—and that’s just transport, not including quarantine or upkeep. With limited domestic breeding and a weak commercial horse market, most elite Japanese athletes rely on European horses, training, and competitions to stay competitive.
Research by the Japan Equestrian Federation shows that nearly 80% of Japan’s international competitors are based abroad. The cost burden extends beyond horses: riders must fund stabling, training, coaching, and competition fees across two continents.
"Unless you have personal wealth or strong backing, it’s really difficult to stay in the game," Fukushima says. "Without JRA support, it’s nearly impossible."
The lack of a domestic breeding programme is a key factor. European nations have long-established systems for producing sport horses—Belgium, Germany, and the Netherlands are home to the most successful warmblood studbooks globally. Japan, by contrast, has focused primarily on racehorse breeding.
Enter the JRA and JEF
The Japan Racing Association (JRA) and Japan Equestrian Federation (JEF) have been pivotal in recent success stories, funding riders, acquiring top horses, and investing in facilities like the Baji Koen venue used for Tokyo 2020.
"The support from JRA and JEF made Tokyo possible," says Tomoto, who finished fourth individually in eventing. "But after the Games, the budget and focus shifted, especially away from showjumping."
Azusa Kitano from JEF agrees: "Eventing's success at the Games really surprised the public and brought new attention. We saw a real societal shift in how people perceive equestrian sport."
Still, both Kitano and Tomio Ogawa, Chairman of Japan's Eventing Committee, acknowledge that progress must be sustained. "The Tokyo and Paris medals should not be one-off celebrations," Ogawa asserts. "We have a long-term vision through to Los Angeles 2028."
JRA's investment is rooted in national pride and international visibility. According to a 2022 report by Nomura Research Institute, the Tokyo 2020 Olympics generated an estimated £7.3 trillion in economic ripple effects. Though equestrian was a small fraction of that, its profile has grown considerably.
The Next Generation: Promise and Pressure
All eyes are now on Japan’s young riders. Programmes are underway to send them abroad for training, particularly to the UK. Fukushima and Tomoto are among the senior riders now actively coaching.
"The technique is there," Tomoto says, "but what they lack is mileage. International experience. That’s what we’re working on."
Haase, who debuted at Paris 2024, adds: "We’re a small team, but there's incredible spirit. We just need more opportunities, more access to five-star shows."
Talent development remains a key concern. A 2023 study by the Japan Sports Agency highlighted equestrian as one of the sports with the largest disparity in youth participation versus elite representation. While over 100,000 riders are registered with riding clubs nationwide, fewer than 1% pursue international careers.
"Our young riders are passionate," says Ogawa. "But passion alone isn't enough. They need structured development paths, access to experienced horses, and continuous exposure to international standards."
Efforts to close this gap include university-led eventing teams, increased coaching clinics, and mentorship from international riders. Nevertheless, the burden still often falls on individual families to fund these pathways.Cultural Perceptions and Market Challenges
Unlike in Europe, where equestrian sports are culturally embedded, Japan still views horse riding as niche or elite. Fukushima notes, "In Japan, racing gets attention because of the gambling. Showjumping or dressage doesn’t have the same visibility."
Indeed, public awareness is limited. A 2021 survey by Nippon Research Centre found that only 12% of respondents could name any Olympic equestrian discipline. However, following Tokyo 2020, the same survey showed a 35% increase in interest among those aged 18-30.
The domestic equestrian industry is also constrained by land use and urban development. Riding centres are often located in expensive or remote areas, making access difficult for the average family. Unlike Europe, Japan has limited pastureland and no major sport horse breeding programmes.
Market research by Yano Research Institute indicates that equestrian club membership in Japan grew slightly post-Tokyo 2020, particularly among urban youth. However, retention remains low, attributed to high costs and lack of competitive opportunities.
Cultural Perceptions and Market Challenges
Unlike in Europe, where equestrian sports are culturally embedded, Japan still views horse riding as niche or elite. Fukushima notes, "In Japan, racing gets attention because of the gambling. Showjumping or dressage doesn’t have the same visibility."
Indeed, public awareness is limited. A 2021 survey by Nippon Research Centre found that only 12% of respondents could name any Olympic equestrian discipline. However, following Tokyo 2020, the same survey showed a 35% increase in interest among those aged 18-30.
The domestic equestrian industry is also constrained by land use and urban development. Riding centres are often located in expensive or remote areas, making access difficult for the average family. Unlike Europe, Japan has limited pastureland and no major sport horse breeding programmes.
Market research by Yano Research Institute indicates that equestrian club membership in Japan grew slightly post-Tokyo 2020, particularly among urban youth. However, retention remains low, attributed to high costs and lack of competitive opportunities.
Looking Ahead
With the 2026 Asian Games on home turf and a build-up toward LA28, Japan’s equestrian ambitions are clearer than ever. While challenges remain—particularly financial and logistical—the determination from riders, federations, and coaches is palpable.
"We’ve shown what’s possible," Fukushima says. "Now we need the structure to match the ambition."
To do that, the industry must diversify its funding sources. Greater sponsorship, private investment, and commercial development are all needed. There is also potential for innovation: Japan's technological edge could support data-driven training, virtual competition formats, or equine health tech.
Organisations like Via Nova and SteedEMS are already pioneering equine AI and welfare-based training in Japan, signalling the potential for tech to elevate equestrian sport beyond traditional models.
With a global spotlight looming once again for Los Angeles 2028, the Japanese equestrian community knows that now is the time to turn momentum into legacy. The quiet revolution, it seems, is ready to speak up.
Sources:
Interview with Fukushima, Tomoto, Sado, Haase, Kitano, and Ogawa, February 2025
FEI Rankings Database, 2024
Japan Equestrian Federation Annual Report, 2023
Nomura Research Institute Olympic Impact Report, 2022
Japan Sports Agency Youth Participation Study, 2023
Nippon Research Centre, Sports Awareness Survey, 2021
Yano Research Institute, Equestrian Market Overview, 2023
