TOKYO — Ohtani’s Ubiquitous Presence
I’ve encountered an image of Shohei Ohtani countless times, showcasing him in jeans and a white T-shirt, peering from a vending machine amidst a green tea field, with an Ito En iced tea bottle in hand. Similarly, I’ve seen two portrayals of Ohtani on a Sleeptech mattress pad, one holding a bat, the other not, both exhibiting the same dreamy expression, as if they long to return to the batting cage.
Ohtani’s likeness dominates the electronic billboards at Shibuya Crossing, one of the busiest pedestrian intersections globally, advertising brands like New Balance, DIP, and Kosé men’s fragrance. Additionally, he’s projected 100 feet tall in Shinjuku, flashing the same look next to Seiko watches. The sheer number of Ohtani advertisements suggests that there could be a single stock photo used across various platforms.
In convenience stores, banners with Ohtani can be found, promoting the MLB World Tour: Tokyo Series as he holds onigiri, seemingly pondering his wait. On television, he effortlessly prepares ramen for a commercial while casually chopping onions, showcasing his relaxed charm. Additionally, I’ve seen him switch roles from Dodgers player to samurai for a Fortnite ad, showcasing his vast appeal.
Ohtani’s omnipresence was particularly evident in Tokyo, where fans gathered to witness him. “Shohei’s impact in Japan is impossible to overstate,” notes Dodgers president Andrew Friedman. “You can’t truly grasp it until you experience it.” Ohtani’s fame is palpable; many fans plan their summer around his games, which adds to the feeling that his level of celebrity might be too vast for one person to embody.
With his mother, Kayoko, managing his business in Japan, Ohtani is selective with endorsement deals, yet his value to baseball and the Dodgers cannot be overstated. During a recent MLB event in Tokyo, merchandise sales soared. The MLB established a massive 30,000-square-foot store at the Tokyo Dome, drawing crowds eager to buy Ohtani jerseys, towels, and other memorabilia.
Ohtani’s influence extends beyond the field as Japan Airlines features his image on an Ohtani-themed plane, and travel agencies arrange trips for fans to Los Angeles to see him play. As his fame grows, the landscape around Dodger Stadium has evolved, reflecting his immense popularity. His potential earnings from endorsements, an estimated $65 million for 2024, have allowed him to defer most of his multi-million dollar contract, facilitating new acquisitions by the Dodgers.
However, with fame comes challenges. He has had altercations with media over privacy, including a recent incident with a drone following him in Los Angeles. When the Dodgers landed in Tokyo, fans eagerly awaited a glimpse of Ohtani, indicating just how monumental his presence is. The scene at the Tokyo Dome for the games was a blend of excitement and chaos, with fans capturing Ohtani’s commercials on their phones. Every pitch felt like a shared breath among the spectators, and when Ohtani hit a home run, the enthusiasm escalated. In his return to Japan after eight years, Ohtani created unforgettable memories, proving why he remains a fixture in the lives of many, simultaneously everywhere and nowhere.
