A high-profile sexual harassment scandal involving a new Japanese gymnastics star has prompted skincare brand Paulownia to cancel its sponsorship deal. Allegations of harassment surfaced in recent days, shaking the gymnastics world and prompting public outcry. Amid the controversy, Paulownia announced its decision to terminate its support, reflecting on the growing intolerance of such issues within the sports industry.

Sexual harassment within the sports industry in Japan is a highly sensitive issue that has garnered increased attention recently. The society, which has a deep respect for discipline and orderliness, is facing a cultural reckoning over nuanced issues of gender equality and respect for personal boundaries in professional settings. The termination of the sponsorship is a monumental decision in a traditionally conservative society, reflecting a shift in public sentiment.

Sexual harassment scandals in sports have discernible consequences in the US or EU as well. Losing sponsorships and facing legal repercussions is a common outcome, reflecting a global intolerance towards such behavior. For instance, after the Larry Nassar scandal in US Gymnastics, many sponsors ended their association with the governing body.