The Olympic Games and Judo Diplomacy: An Exploratory Discussion on Country Image in Tokyo 2020

The purpose of the article is to explore the use of judo for nation branding, public diplomacy, and country image in the postponed Tokyo 2020 Olympic Games. Judo was founded in Japan in 1882 as a martial art that embodies educational values of peace, respect, and controlling mind and body. Judo made its Olympic debut in Tokyo 1964 and gradually became one of the most internationally diverse sports in the Olympic Games. The study uses theoretical lenses drawn from nation branding, public diplomacy, country image, and related fields. The qualitative research is based on content analysis of press conferences, media guides, and international coverage of the judo competitions held in July 2021 at the Nippon Budokan. Based on three coding rounds of manual thematic analysis, four themes emerged from the data: (a) the sport and the host, (b) universal values, (c) geopolitics, and (d) the individual and the collective. The study is significant as it expands literature and adds value to practitioners on the role of judo, nation branding, public diplomacy, and country image, during a global pandemic and as the Olympic Movement enters a new era.