Newcastle United's promotional video for its uniform has unexpectedly sparked international controversy. Scenes reminiscent of the historically sensitive Rising Sun flag have led to a wave of criticism across East Asia, while in Japan, resentment towards the apology has surfaced, signaling that the controversy has entered a new phase.
The problematic scenes originated from the introduction video for the 2025-2026 season third uniform that Newcastle unveiled last week. The video featured a person, appearing to be a Japanese fan, waving a flag inscribed with the phrase 'NUFC JAPAN.' The flag had a black-and-white radial pattern that evoked the Rising Sun flag, a symbol of Japanese militarism during World War II. This scene immediately sparked backlash in countries like Korea, China, and Singapore, which have suffered from the impacts of Japanese imperialism in the past.
As the controversy spread, Newcastle moved quickly to respond. The club acknowledged that "parts of the video may have caused discomfort to certain viewers" and apologized, stating, "We have deleted the original containing the problematic scenes and replaced it with an edited version." Subsequently, the scenes were removed from all channels, and the promotional content was completely reedited.
However, the controversy did not settle easily. The media outlet The Sun reported, "The problem lies in utilizing images of the Rising Sun flag, which are legally and culturally prohibited or considered taboo in several Asian countries," adding that "the sensitivity of the situation increased given that Newcastle is scheduled to hold its preseason tour in Korea and Singapore."
The BBC also reported, "The video was produced in conjunction with singer Sam Fender and was based on the club's color scheme, but ultimately could not avoid the criticism that it resembled the Rising Sun flag."
In Korea, the criticism became even sharper. Professor Seo Kyung-deok from Sungshin Women’s University pointed out, "The radial pattern in the video is a typical mistake stemming from ignorance that does not take historical context into account." The Korea Professional Football League (KPFL) also remarked that while the problematic scene was a clear error, "the club's prompt actions will ensure that the upcoming Coupang Play Series will not be affected."
Newcastle is set to face Team K League in Suwon on July 30 and Tottenham in Seoul on August 3. Both matches are already sold out, and local fans have high expectations; however, the sudden controversy has caused a fracture in public sentiment.
Additionally, Newcastle is currently pursuing the acquisition of promising 18-year-old Park Seung-soo, who is active with K League's Suwon Samsung. This strategic move to expand into the Asian market and youth acquisitions has now been criticized due to a lack of awareness regarding historical symbols.
The incident is spiraling in another direction within Japan. Japanese media outlets such as Gekisaka and Football Channel reported the contents of Newcastle’s apology, along with public sentiment in Japan. On social media and comment sections, responses included phrases like "Is every radial design a Rising Sun flag?" "Excessive political sensitivity," and "There’s no need to apologize." Some Japanese fans even claimed, "If Newcastle is going to respond like this, they shouldn't come to Japan." Even extreme comments such as "Joseon was part of Japan" have risen to the top of comment sections, increasing concerns over historical distortion.
As a result, the incident surrounding Newcastle’s introduction of a single uniform has morphed from a simple video editing mistake into criticism of a lack of historical sensitivity. There has been a fracture in this strategy, which connects the preseason Asia tour, youth scouting, and global marketing.
[OSEN]