Football Goes East : Business, Culture and the People's Game in East Asia

Global popular culture and big business have revolutionized the East in a generation. British football, sport of the masses and now commercial super power, has travelled with this tide of change in the East in its own right. The development of British football as a major participatory sport in Japan, Korea, and China makes it a fascinating case study for analysis of the complex relationship between sport, culture, society, and economy in the East. The sport is also a useful entry point for examination of the phenomena of increasing globalization, and this theme is widely discussed.