Asian footballers are no longer just making appearances in European leagues, they’re shaping the game at its highest level – both on & off the field.
The Growing Appeal of Asian Talent
European clubs are increasingly seeking Asian talent, recognising the unique skill sets, technical abilities, and work ethics these players bring. European teams have adopted different strategies to tap into the Asian market.
This shift is evidenced by clubs actively scouting Asian players, viewing them not only as contributors to enhancing team performance but also as vital commercial assets.
This growing presence signals a new era where Asian footballers are not just participating but excelling at the highest level, helping redefine what it means to represent Asia in the global footballing landscape.
Infographic: AST
Spotlight on Top Asian Footballers
There are five standout players who are excelling at the highest level and inspiring millions across Asia.
Son Heung-min (South Korea, Tottenham Hotspur)
Son Heung-min is undoubtedly the face of Asian football, having firmly established himself as one of the Premier League’s top players and a key figure at Tottenham Hotspur.
With over 14 million followers on Instagram, Son’s influence extends well beyond the pitch, resonating deeply with fans across Asia who view him as a role model.
His popularity was evident during South Korea’s World Cup opener against Uruguay, where fans wore black masks in homage to Son’s protective headgear after an eye injury highlighting his immense status and the connection he shares with supporters.
Son Heung Min for Japanese brand TUMI (June 2024)
Son’s commercial appeal is equally impressive, with sponsorships from major brands like Burberry, Pepsi, Gatorade, Tumi, Samsung, Tiger Beer, AIA, Calvin Klein, Adidas, and Asus ROG. His partnerships amplify his reach, making him one of the most marketable athletes globally and underscoring the growing influence of Asian players in the global sports market.
In South Korea, his matches attract massive viewership, while his global brand presence has expanded the commercial reach of Asian football, inspiring a generation of young athletes across the continent.
Min-jae Kim (South Korea, Bayern Munich)
Min-jae Kim’s rise from South Korea to becoming a key defender at Bayern Munich proves that Asian players can excel not only in attacking roles but also in traditionally demanding defensive positions.
Min-Jae Kim defends against Vinicus Jr. Photo: Korea Joong Ang Daily
With 1.2 million Instagram followers, his fan base is rapidly growing, reflecting his influence both in South Korea and among international fans. His seamless adaptation to different leagues beginning in Turkey, followed by a standout season in Italy, and now in Germany has solidified his reputation as a trailblazer for Asian defenders aiming to make their mark in Europe.
Confident in his roots, Kim believes that South Korea is the strongest footballing nation in Asia, a sentiment that reflects both his pride and ambition, as he continues to inspire future generations of Asian players.
Kaoru Mitoma (Japan, Brighton & Hove Albion)
Kaoru Mitoma’s rise at Brighton & Hove Albion has been a revelation for both the Premier League and Japanese football, earning him a devoted following of 1.3 million Instagram fans. As one of Japan’s most exciting football exports, Mitoma has energized the next generation of Japanese players aspiring to compete in Europe’s top leagues. His success exemplifies the technical abilities and intelligence on the ball that Japanese players bring, proving they can not only adapt but also excel in European football.
Backed by sponsors like ANA, Mitoma recognises the path paved by earlier Japanese players, stating, “Historically, not many Japanese players have had the chance to play in the Premier League, so I think it’s thanks to them that I’m here” (Premier League). His journey has further driven European scouts to focus on Japanese talent, strengthening ties between J.League academies and European clubs and inspiring young players back home
Kaoru Mitoma for Brighton. Photo: TheTimes
Takefusa Kubo (Japan, Real Sociedad)
Takefusa Kubo has been hailed as one of Japan’s brightest talents since his early days at FC Barcelona’s La Masia academy, and he’s now a key player for Real Sociedad in La Liga with a following of 1.5 million on Instagram.
Takefuso Kubo is the creative force at Real Sociedad. Photo: Getty Images.
His creativity and flair make him a standout in Spain, and his success navigating the competitive landscape of La Liga at such a young age has inspired a wave of optimism in Japanese football. Demonstrating resilience, Kubo overcame limited opportunities at Real Madrid to become an integral part of Sociedad’s attack, even earning La Liga’s Player of the Month for September 2023 over stars like Robert Lewandowski and Jude Bellingham (BTL).
His presence in Spain has broadened the perception of Japanese football, showcasing that young Asian talents can thrive in the demanding environment of European football.
Kang-in Lee (South Korea, Paris Saint-Germain)
Kang-in Lee’s move to Paris Saint-Germain highlights the growing confidence European clubs have in young Asian talents, backed by his impressive 1.8 million Instagram followers and sponsorships with brands like KT, Nexon, and SPC.
Kang In Lee at Paris-Saint Germain. Photo: EPA
As a versatile playmaker, Lee brings technical skill and creativity to one of the world’s most star-studded squads. His standout performances at Mallorca attracted interest from prestigious clubs, including Real Madrid; however, his transfer fee was seen as too high a testament to the rising market value and reputation of Asian players in top-tier football (Olympics).
Lee’s success at PSG has sparked widespread interest in Ligue 1 among South Korean fans, boosting the global profile of South Korean football and proving that Asian players are highly capable of thriving at the highest level.
Asian Players with the highest Highest Transfer Values (Oct 2024).
Celtics FC’s Japanese Connection
It’s clear that Asian footballers are making a lasting mark on Europe’s top leagues. Their success is not only influencing club strategies but also creating opportunities for more talent from Asia to shine on the global stage.
Celtic FC has become a pivotal platform for Japanese footballers, showcasing the increasing impact of Asian talent in European football. The club’s acquisition of players like Kyogo Furuhashi, Reo Hatate, Daizen Maeda, and Yuki Kobayashi represents a strategic approach, blending Celtic’s attacking philosophy with the technical brilliance and work ethic that these Japanese stars bring.
Kyogo has quickly become a fan favorite, consistently scoring and playing a key role in Celtic’s domestic and European success, while Hatate and Maeda have cemented themselves in the squad through dynamic performances that have driven Celtic’s trophy pursuits.
Kyogo Furuhashi and Reo Hatate for Celtic FC. Photo: Daily Records
This Japanese connection at Celtic is more than a strategy—it’s a reflection of a significant shift in how Asian players are seen by European clubs.
Shunsuke Nakamura, a trailblazer for Japanese football in Europe and a former Celtic star himself, set the stage years ago by showing Japanese players could thrive and inspire abroad. Nakamura’s legacy has helped establish a welcoming bridge for Japanese talent at Celtic, further supported by grassroots training camps in cities like Tokyo, Fukuoka, and Hiroshima.
Shunsake Nakamura, former Celtic and Japanese legend. Photo: UEFA.
Celtic’s focus on Japanese talent has also had a ripple effect in Japan, increasing the visibility of European football among Japanese fans and encouraging more youngsters to pursue careers in the sport.
A New Generation of Asian Athletes
With more Asian players across the top football leagues in the world, these athletes have been pivotal to dismantling old stereotypes related to a lack the physicality or adaptability to succeed at the highest levels, paving the way for even greater Asian representation in the future.
Their success is inspiring billions across Asia, demonstrating that with talent, hard work, and determination, reaching the pinnacle of sport is possible. This new generation of players is not only excelling individually but also collectively challenging stereotypes, proving that Asian athletes can thrive at the highest levels of competition.
For more information about the impact of Asian footballers in European leagues and their role in inspiring future generations, feel free to reach out to us!
