Newcastle United, a Premier League club, has sparked international controversy after a scene reminiscent of the Rising Sun Flag appeared in a promotional video for its third uniform. Following intense criticism, the club deleted the content and issued an official apology, but the fallout has not subsided easily.

The controversy originated during Newcastle's introduction of its third uniform for the 2025-2026 season. In the video shared through the club's official social media, a person presumed to be a Japanese fan was seen waving a flag that read 'NUFC JAPAN,' and the design of the flag, featuring a black-and-white radial pattern, evoked the Rising Sun Flag.

The Rising Sun Flag was a military flag used by the Imperial Japanese Army during World War II and is recognized as a symbol of invasions in Asia. While there is a view in Japan that it is a traditional pattern, it is regarded as a war flag in countries that were victims of past invasions, including Korea, China, Singapore, and Russia.

As criticism increased in the international community, Newcastle promptly issued a statement. "We regret that there was a scene that could upset fans, and we have deleted the video and replaced it with a revised version," they announced. However, the problematic scene has already spread quickly online, and the backlash from Asian fans continues.

Local Japanese media also paid attention to this matter. Soccer specialized media outlets 'Geki Saka' and 'Football Channel' reported, "Newcastle officially apologized for the video controversy, and Professor Seo Kyung-duk of Sungshin Women's University, known as an anti-Japanese activist in Korea, pointed this out." Professor Seo strongly criticized the situation, stating on his social media, "The unedited video clearly contained a scene of waving a flag similar to the Rising Sun Flag," and described it as "carelessness stemming from clear historical ignorance."

The situation has become more sensitive due to Newcastle's Asia tour schedule. The club is set to face Team K League at Suwon World Cup Stadium on July 30 and has a friendly match against Tottenham scheduled at Seoul World Cup Stadium on August 3. Tickets have already sold out during the pre-sale phase.

The Korea Professional Football League (KPFL) judged that "the design featured in the video is a clear mistake," but stated, "Since the club quickly deleted the scene and apologized, it will not affect the overall Coupang Play series."

However, the controversy is not simply limited to the uniform video. Recently, it was revealed that Newcastle is pursuing a contract with 18-year-old promising player Park Seung-su from Suwon Samsung, leading fans to react, "I cannot understand how there is a Rising Sun Flag controversy at a time when they are trying to sign a Korean player."

Reactions from Japanese online communities are causing further controversy. Many Japanese internet users have expressed opinions such as, "Is all radial patterns the Rising Sun Flag?" and "It's just a traditional design," mocking responses from Korea and other Asian countries. Moreover, comments denying historical facts, including "The president of Korea was also an officer in the Japanese Empire" and "Joseon was not a colony but part of Japan," have gained traction as trending top comments, fueling further criticism.

Newcastle is currently pushing for a large-scale preseason tour and youth signings to target the Asian market. However, this incident starkly illustrates how a simple promotional video can lead to significant diplomatic misunderstandings. Rather than being dismissed as a mere editing error in the uniform video, it highlights a lack of cultural sensitivity and historical awareness, suggesting that criticism will not easily fade.

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