Japan Badminton Association and Japan Women's University 'Faculty of Economics' Partner to Propose New Spectator Value

Japan Women's University announced a joint project with the Japan Badminton Association (BAJ) ahead of establishing its new Faculty of Economics in 2027. The collaboration aims to help BAJ achieve a '1 million badminton family' by expanding its fan base, particularly among women and youth. Students will apply economic perspectives to analyze and propose improvements for spectator experiences, official merchandise, social media outreach, and partnerships. Activities include special lectures, fieldwork at the Daihatsu Japan Open 2026, workshops, and a final presentation to the association, fostering students' practical problem-solving skills.