GO ACE: Tanahashi’s Strategic Vision for NJPW’s Future

In professional wrestling, few transitions are as compelling as that of a celebrated athlete stepping into a pivotal leadership role. Hiroshi Tanahashi, often hailed as one of the greatest professional wrestlers of all time, has just made such a transition. Rising from his revered status as an in-ring performer, Tanahashi recently assumed the mantle of New Japan Pro-Wrestling, Co. Ltd. ’s Representative Director/President, replacing Takami Ohbari. His appointment marks a significant shift, not only for his career but also for the trajectory of NJPW itself.

As the company navigates this critical period of transformation and growth, Tanahashi’s roadmap not only highlights his strategic focus on the next few months/years to come but also underscores his commitment to NJPW. Let’s delve into each of these ten strategic points, exploring their potential impacts on the organisation and its global fanbase.

1. Talent Discovery and Development

The migration of top stars to more lucrative markets abroad can create significant challenges for promotions.

Recently NJPW faced such a scenario, compounded by a weakening JPY (weak JPY = bearish investor sentiment + pricer operational costs abroad, especially for NJPW of America event costs, + more expensive salary costs for wrestlers, impacting how Bushiroad Inc. manages contracts and talent relations, especially in competitive markets like professional wrestling).

This in turn makes contracts in stronger currencies like the US Dollar more attractive. This economic factor, alongside the allure of global exposure, has led to the departure of prominent wrestlers such as Jay White, Will Ospreay, and Kazuchika Okada, all of whom have jumped ship to All Elite Wrestling . Their departures not only left a void in the upper-card roster but also presented NJPW with an opportunity to rethink its strategy for talent development.

In response, Tanahashi’s NJPW has focused on nurturing a new generation of wrestlers to fill these gaps and sustain the promotion’s competitive edge.

The reformation and reshuffling within factions like Bullet Club — where the Rebel David Finlay, a former Hontai member, has stepped up to replace the Switchblade — illustrate NJPW’s approach to managing transitions and maintaining storyline continuity. This strategy is crucial in professional wrestling, where the success of a promotion heavily relies on its wrestlers’ ability to cooperate and elevate each other.

NJPW’s investment in homegrown talent is evident through the promotion of wrestlers like Shota Umino, who, after his graduation from the Young Lion system and excursion in Revolution Pro Wrestling (REVPRO UK), is vying to be positioned as a potential new ace of the promotion.

Similarly, wrestlers like Clark Connors and Alex Coughlin, both graduates of NJPW’s LA Dojo, show the promotion’s commitment to developing its roster internally. This year’s Best of the Super Juniors (BOSJ) showcased emerging talents like Kosei Fujita, who impressed audiences with his performance, signalling NJPW’s ongoing efforts to build and highlight new stars.

Moreover, the integration of talent like ‘Eugene’ Yota Tsuji into factions such as Los Ingobernables de Japon, where he is booked as a versatile powerhouse, showcases NJPW’s efforts to diversify the appeal and capabilities of its roster. This adaptability is crucial for NJPW as it navigates the absence of major stars like Okada and Ospreay, ensuring that the promotion remains dynamic and resilient in the face of industry changes.

By comparing this approach with other wrestling organisations, which often rely heavily on importing established stars or quick gimmicks for boosting popularity, NJPW’s focus on internal development and strategic placement of talent within its existing structures highlights its unique approach to sustainability in the wrestling business. Time will tell how these new talents will rise to the occasion and possibly fill the large shoes left by their predecessors.

2. Elevating the Value of Title Belts

In an effort to elevate the value of title belts and refine the fan experience, the STRONG titles are now exclusive to American events. This decision is part of a broader effort to solidify its brand presence in the States.

For instance, the STRONG Openweight Champion, Gabe Kidd, an LA Dojo graduate now with BC WAR DOGS, recently won the title from Eddie Kingston in Resurgence. This match was heavily advertised and promoted on US news.

The STRONG Openweight Tag Team titles are currently held by TMDK, and the STRONG Women’s Champion, Consejo Mundial de Lucha Libre (CMLL) - Promociones México Coliseo y Revolución luchadora Stephanie Vaquer, is poised to defend her title against Mercedes Moné in AEWxNJPW Forbidden door.

Restricting these titles to American events aims to elevate their status and exclusivity, potentially drawing more fans to events and enhancing viewership of NJPW World broadcasts. This approach could increase fan investment in these championships as symbols of athletic prowess unique to NJPW of America events.

Meanwhile, the IWGP World Heavyweight Championship, currently held by Jon Moxley, an AEW wrestler, is being used strategically to elevate new challengers like Ren Narita and EVIL from House of Torture (ew HOT, but I kinda get it). Personally, there seems to be something here. Does Tanahashi mentioning HOT a lot mean that they will be getting a push?

Despite some kayfabe(?) discontent from other roster members like Jeff Cobb, this strategy underlines the use of the prime championship as a lever to boost specific wrestlers’ profiles within the roster.

Overall, this move is intended to alleviate fan confusion and allow for a deeper appreciation of each championship’s significance.

3. Reducing Outside Interference in a NJPW Ring

President Ace has clearly articulated his stance on outside interference in matches, emphasising a nuanced approach to cheating within the ring. Tanahashi acknowledges that while bending the rules can strategically tilt the scales in a competitor’s favour, there is a definitive line between tactical rule-bending and gratuitous interference that detracts from the integrity of the match. This perspective comes in response to the actions of the House of Torture, whose frequent and overt interferences, according to Tanahashi, have crossed from strategic play into disruptive misconduct that is “out of line.”

Kayfabe-wise, in considering stricter enforcement measures, NJPW could look towards incorporating stipulations similar to those seen in AEW’s Continental Classic, where interference is met with severe kayfabe consequences such as termination or disqualification from the tournament. Implementing such rules in high-stakes competitions like the G1 Climax could significantly enhance the event’s integrity and align NJPW’s operational standards more closely with global expectations. This not only upholds and re-stresses the revered sportsmanship intrinsic to Japanese wrestling culture but also elevates the overall quality and credibility of NJPW’s wrestling narrative.

I have nothing much to say here, but by Tanahashi mentioning House of Torture, I foresee HOT playing a more significant role in Tanahashi’s NJPW.

4. Increasing the Prominence and Status of 本体 (HONTAI UNIT)

In an effort to diversify and rejuvenate the unit, Tanahashi is open to recruiting wrestlers across a wide age range. This initiative encourages not just the integration of younger talent and veterans into 本體 (Hontai) but also offers an appealing return point for wrestlers coming back from international excursions. It’s clear that Tanahashi wants Hontai to be seen as a prestigious and viable option for all wrestlers within NJPW, ensuring its core values resonate through every match and potential storyline.

Notably, recent events have seen CHAOS members frequently teaming up with Hontai, hinting at a potential shift in faction dynamics. CHAOS, once a distinct unit much like GBH after Kazuchika Okada’s departure, now appears as a legacy faction/unit, increasingly aligned with Hontai principles. This evolving relationship could signal a broader consolidation of factions under the Hontai umbrella, streamlining narrative focus and strengthening group visibility.

Moving forward, it will be essential for NJPW under Tanahashi’s leadership to more actively feature Hontai in major events and storylines, not only to reaffirm its core values but also to attract a loyal fan base. The potential reintegration or realignment with factions like CHAOS could rejuvenate Hontai, making it a cornerstone for NJPW’s ongoing evolution and success in the competitive wrestling landscape.

The mention of Hontai in the core points seems to me as a strategic positioning of the unit at the forefront of future storylines. As younger wrestlers like Tsuji join LIJ and others like Narita and Connors find their place in factions like Bullet Club’s House of Torture and War Dogs, Hontai’s role could be pivotal in maintaining a balance and providing a home for those who adhere to NJPW’s foundational ethics. Let’s see.

5. Strengthening Ties with STARDOM

With Taro Okada replacing Rossy Ogawa it’s Representative Director, STARDOM is poised for significant changes under its new leadership. This leadership shift not only aims to expand the brand’s global reach but also enhances operational efficiency.

As both NJPW and STARDOM are ventures under the Bushiroad banner, this development should make it easier to integrate storylines between the two, promising a more seamless collaboration that could lead to innovative interwoven storylines or even inter-gender cards. Newly-set operational synergies between NJPW and STARDOM could AND SHOULD lead to more efficient cost management and show scheduling, enhancing the overall production quality and fan experience.

How?

Events like the cross-promotional Historic X-Over in 2022 have already laid the groundwork for this type of collaboration. Looking forward, we can expect even more ambitious bookings that go beyond previous efforts, potentially including major cross-promotional storylines that could start in regular shows and culminate in annual cross-promotional shows.

We, as fans, should expect and demand a higher calibre of integration that leverages the strengths of both promotions. This could include not just shared events but also talent exchanges that enrich storylines and the product in general.

6. Strengthening Ties with All Elite Wrestling /Ring of Honor Wrestling Entertainment, LLC

NJPW’s strategic partnership with AEW plays a crucial role in its global expansion, enhancing its visibility and introducing its roster to a wider audience. Rocky Romero, serving as a pivotal liaison between the two promotions, has facilitated a series of notable collaborations. When evaluating this partnership, it is insightful to look beyond pay-per-view events and consider the regular show cards. For instance, at AEW Collision on May 22, we saw Castagnoli, Garcia, and NJPW’s Tanahashi take on Righteous & Archer. Additionally, Blake Christian represented ROH in this year’s Best of the Super Juniors, and LIJ’s Shingo Takagi is set to participate in the Owen Hart Cup Tournament. Maybe we should also see 1–2 more NJPW wrestlers in this year’s Continental Classic?

Despite these collaborative successes, there are perceptions that need addressing — particularly the idea that NJPW is seen as subordinate to AEW. Tanahashi aims to contend that both promotions bring unique strengths to the table. To combat perceptions of inequality, perhaps there should plans to involve more AEW and ROH wrestlers in its events (World Tag League, G1 Climax, regular storylines), emphasising the mutual benefits of their partnership.

Moreover, AEW’s Jon Moxley, who currently holds the IWGP World Heavyweight Championship, has brought significant attention to NJPW’s major events, like Dominion. His involvement has notably benefitted the House of Torture (specifically Narita and EVIL), regardless of my personal opinions about the faction in general.

The presence of Moxley, as a top AEW wrestler (and IMO arguably AEW’s ace) at these events not only draws international attention but also underscores NJPW’s commitment to enhancing its brand and navigating the complex dynamics of international wrestling partnerships.

7. Improving the Live Fan Experience

From a personal standpoint, while I have not had the opportunity to attend an NJPW event live due to my location in Madrid, I understand that the essence of a memorable wrestling event extends beyond the matches themselves.

NJPW is actively working to enhance the fan experience at live events, a critical aspect of maintaining and growing its audience. Tanahashi has mentioned several initiatives aimed at improving the live experience, which includes adjusting ticket pricing, diversifying ticket tier options, and even enhancing the venue atmosphere with special food menus. These changes are geared towards ensuring that every fan, whether a long-time supporter or a newcomer, feels valued and gets the most out of the ticket they purchase.

8. Improving NJPW World

This is honestly the biggest gripe everyone’s had with the promotion.

NJPW World, the subscription-based streaming platform of NJPW, plays a crucial role in connecting with global fans but has encountered significant challenges, particularly after its recent upgrade 7 months ago. The platform allows fans to access a vast array of NJPW content for a monthly fee, yet it has faced a decline in user satisfaction.

Fans have also expressed frustration over reduced content and features that does not justify the subscription fees. Crucial archives, including past interviews and documentaries, remain inaccessible, diminishing the platform’s value for fans who value historical content.

To enhance the platform, it is imperative to introduce adjustable video quality settings, stabilise streaming capabilities, and expand the content archive to include a more comprehensive range of classic matches with both Japanese and English commentary.

Additionally, introducing a download feature for offline viewing would align NJPW World with other leading streaming services, accommodating fans across different time zones or with varying internet access.

Given Bushiroad’s oversight of both NJPW and STARDOM, there lies a promising opportunity to offer a unified streaming service. A combined subscription model for both promotions could be priced competitively, potentially at 14.99 USD, offering better value and convenience for fans of Japanese wrestling. These improvements are essential not just for enhancing technical features but also for respecting and responding to the needs of NJPW’s global fanbase, potentially helping to restore subscriber numbers and strengthen NJPW’s international presence.

9. Improved Treatment of Personal Information

Data security is crucial for maintaining fan trust. Since the April USB incident, NJPW has implemented new policies and intensified employee training to prevent future incidents. This commitment to enhancing data protection practices demonstrates a proactive approach to digital security, essential for reinforcing fan confidence.

For NJPW, investing in advanced security infrastructure and ongoing staff education about data handling is crucial. These steps not only help prevent data breaches but also strengthen NJPW’s reputation by showing a serious commitment to protecting personal information. Transparency about these efforts is vital, as it builds trust and loyalty among fans, underscoring NJPW’s dedication to its supporters’ privacy and security.

10. Sponsorships and Partnerships

The recent announcement that LEC Co. Ltd. will end its sponsorship with NJPW this month marks both a challenge and an opportunity. While LEC’s departure might seem like a setback, NJPW stands resilient, supported by robust ticket sales, engaging content, and strong merchandise demand. This shows that losing one sponsor won’t knock NJPW out of the ring.

Instead, it is (and should be) a chance to flex creative muscles in attracting new partnerships and enhancing existing ones. If anything, NJPW should look forward to strengthening ties with current sponsors and introducing new ones into the fold as they continue to expand and innovate.

Embracing this period of transition, NJPW has the chance to reimagine what a sponsorship can look like. While sticking to the old script with logos on turnbuckles, corners, and ringmats, why not do the following?

Just because Okada left the promotion doesn’t mean that other wrestlers in the company could double as dynamic brand ambassadors. Someone has to outsell the Okada-endorsed MOS Burgers .

NJPW should mobilise their wrestlers into collaborating with Yoshinoya 吉野家 for a viral marketing campaign…

Sponsors could even get their own special match stipulations that add an extra layer of excitement to fight nights — like a Karatsu Street Fight, brought to you by the Karatsu City partnership.

This approach not only deepens engagement with fans but also provides sponsors a front-row seat to innovative marketing strategies that showcase their brands in thrilling, unexpected ways.

Gaps in the core points

One noticeable gap in the 10 core points is the budding relationship of NJPW with other Asian promotions through the Asia-Pacific Federation of Wrestling (#APFW). While the initiative to hold an event in Taiwan was a positive step, there is so much more potential that remains untapped. Tanahashi is essentially sitting on a gold mine of opportunity that could significantly elevate NJPW’s presence and influence across Asia.

For instance, wrestlers and personalities from Grapplemax Pro Wrestling Singapore , MYPW, FPW, et al. could be invited to compete in events like the Wrestle Kingdom Rambo, or featured in lower card matches on major NJPW shows. Giving these wrestlers some airtime to showcase their skills provides a platform where if someone ‘gets over’ with the audience, they could be set up for more significant matches against well-known NJPW stars. This not only enhances their careers but also brings fresh talent into the NJPW fold.

Moreover, integrating these wrestlers into NJPW programming more regularly could lead to reciprocal benefits. NJPW could ‘lend’ some of its stars to create exciting moments in the local scenes of these partner promotions, stirring interest and boosting attendance.

While not a NJPW-led partnership, we see NJPW English Colour Commentator, Walker Stewart, lend his voice to Middle Kingdom Wrestling. We should see more of these intiatives spearheded by NJPW

Such interactions would not only invigorate the wrestling scene in those markets but also build a stronger, more interconnected wrestling community across Asia. Ultimately, this strategy could pay off hugely, energising the burgeoning industry in these regions and reinforcing the APFW’s role as a catalyst for growth in Asian professional wrestling.

As the promotion embraces a period of significant transformation under the leadership of Tanahashi, the comprehensive ten-point plan serves not just as a roadmap for operational enhancements but as a bold vision for global expansion and deeper fan engagement. By addressing core areas from talent development to global partnerships and operational efficiency, Tanahashi is steering NJPW towards becoming a more dynamic, internationally recognised powerhouse in the wrestling world.

I am definitely looking forward to seeing how these 10 points will shape NJPW in the next few months.