JRFU Announce Women’s National Teams Slogan – “Bloom Hope”

The Japan Rugby Football Union (JRFU) announced the Japan Women’s National 7s and 15s slogan, “Bloom Hope: The brilliance of each individual will make hope blossom.”

Photo – Akane Kagawa, Director of Women’s Rugby (right), holding up the brand slogan, and former Japan national team player Ano Kuwai in Tokyo.

The JRFU said via a press conference that, in the “Women’s Rugby Mid- to Long-Term Strategic Plan” announced in April 2023, the target was set as “bringing the Women’s Rugby World Cup to Japan and becoming world champions.”

They acknowledge that they need to broaden the appeal and value of the Japan Women’s Rugby National Team (Sakura Fifteen and Sakura Sevens) throughout Japan and globally, raising visibility and support.

This also comes as the JRFU approaches its milestone 100th anniversary, and the JRFU said the slogan will feature on posters and pamphlets for the national team’s test matches in the future.

Former player and international referee Ano Kuwai said via Japanese media, “I think this brand has become something that children will see the success of the national team and think, ‘I want to be like that too.'”

What Does Bloom Hope Mean?

The JRFU said that the slogan “Symbolises the Japan Women’s Rugby National Team and cherishes the history and spirit of women’s rugby that our predecessors have built and passed down, and to connect them to the next generation and the future.”

The JRFU explained (via translation) that “Diversity turns differences into strength,” and players continue to challenge preconceived notions, which inspire courage and bring hope to people through their actions and pave the way for the future. 

Photo Credit – World Rugby

It is not for us to question the demand or belief in needing this slogan, but there are more pressing matters that the JRFU should address to help develop the women’s game, among them:

• Most of the communication for the Japanese Women’s game, especially the promotion of the domestic Women’s 7s and XV game, does not cater for international media or audiences.
• Fan attendance and promotion for the Women’s natiomal and domestic game is not at the same level as the Men’s game.
• The women’s game still trails the men’s Japanese game in terms of professionalism, financial support and sponsorship – there is no professional domestic XV championship like the JRLO.

Japanese Rugby News 2026

• Asian Pathway for Los Angeles 2028 Olympic Games Rugby 7s Confirmed.
• Asian Games 2026 Rugby 7s Pools & Teams.
• Head Coach Yumeno Noda and Captain Arisa Nishi Reflect on Tokyo Sankyu Phoenix 7s Season.
• JRFU Appoint Toshizumi Kitagawa As the New Sakura XV Head Coach Before WXV 2026.