Japan Badminton Association and Japan Women's University Propose New Spectator Value

The Japan Badminton Association (BAJ) and Japan Women's University have launched a joint project to expand the "Badminton Family" to one million people. Students from the university will analyze the spectator experience from a consumer's perspective, focusing on venue atmosphere, merchandise, and SNS. The project includes special lectures and fieldwork at the Daihatsu Japan Open 2026, culminating in student proposals to enhance the sport's appeal and attract new fans, particularly young women.