- 14 Mar 2002
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Nikkei Asia with an interesting feature on the shifts in horse racing: turning digital, younger and more female patrons are drawn in.
Horse racing in Japan has undergone a quiet revival in recent years. During the COVID-19 pandemic, while much of the entertainment industry shut down, races continued to go ahead. Betting moved increasingly online, drawing in people spending more time at home. The shift appears to have changed the audience as well. Racing organisations say newer fans are younger than before, and that more women are also becoming interested in the sport.
Online betting did more than replace ticket windows. The move helped fuel a broader rise in popularity and also boosted international attention towards Japanese racing. On 28 December, around 56,000 people filled Nakayama Racecourse in Chiba Prefecture for the Arima Kinen (有馬記念), one of Japan's biggest horse races. The venue also featured an exhibition linked to the television drama The Royal Family, which follows horses and jockeys as they aim for victory in the Arima Kinen. Betting turnover for the race rose 30% from the previous year, passing 700 billion yen ($4.5 billion) for the first time in 26 years.
The growth has not been limited to major races alone. Revenue from races organised by the Japan Racing Association and local government tracks has increased for 14 consecutive years after bottoming out in 2011. In fiscal 2025, sales at the JRA's central racing circuit climbed 5% to 3.48 trillion yen, while regional race tracks reported a 2% increase to 1.14 trillion yen.
Paywall alert:
Anything you need to know about the latest trends in Japanese horse racing:
Horse racing in Japan has undergone a quiet revival in recent years. During the COVID-19 pandemic, while much of the entertainment industry shut down, races continued to go ahead. Betting moved increasingly online, drawing in people spending more time at home. The shift appears to have changed the audience as well. Racing organisations say newer fans are younger than before, and that more women are also becoming interested in the sport.
Online betting did more than replace ticket windows. The move helped fuel a broader rise in popularity and also boosted international attention towards Japanese racing. On 28 December, around 56,000 people filled Nakayama Racecourse in Chiba Prefecture for the Arima Kinen (有馬記念), one of Japan's biggest horse races. The venue also featured an exhibition linked to the television drama The Royal Family, which follows horses and jockeys as they aim for victory in the Arima Kinen. Betting turnover for the race rose 30% from the previous year, passing 700 billion yen ($4.5 billion) for the first time in 26 years.
The growth has not been limited to major races alone. Revenue from races organised by the Japan Racing Association and local government tracks has increased for 14 consecutive years after bottoming out in 2011. In fiscal 2025, sales at the JRA's central racing circuit climbed 5% to 3.48 trillion yen, while regional race tracks reported a 2% increase to 1.14 trillion yen.
Paywall alert:
Japan horse racing gallops ahead on digital shift
Online betting grows fanbase, bringing in younger and more female patrons
Anything you need to know about the latest trends in Japanese horse racing: