Yuzuru Hanyu: The Art, the Athlete, the Brand, the GOAT
The unique appeal and incredible popularity of ice skater Yuzuru Hanyu lies in a fascinating mix of talent, success, personality, and authentic marketing.
Competing as a figure skater for Japan, Yuzuru Hanyu’s fans span the globe at a level rarely seen in any sport. Despite announcing his competitive retirement, Yuzuru Hanyu continues to trend.
In a world rife with talent, why does Yuzuru Hanyu have a steadfast hold on the hearts of so many? How did his personal brand become so prominent? His ongoing universal appeal is a complicated story.
Performance Record
Yuzuru Hanyu began ice skating at the age of 4. By the time he was a teen, he had already qualified for the World Junior Championships as a mens singles skater. His list of career achievements is long.
Yuzuru Hanyu has broken world records 19 times. With more medals than most dream of—and the first figure skater to land a quadruple loop jump in competition—Yuzuru’s place in history is undeniable.
While everyone likes a winner, Yuzuru Hanyu’s popularity is stratospheric, and extends beyond his appearances on the ice. Yuzuru Hanyu transitioned to a cultural icon as much as a celebrated athlete.
The Origin Story
A huge event impacting his life and psyche, was the Great East Japan Earthquake, and resulting tsunami, leading to the meltdown of Fukishuma Daiichi Nuclear Power Plant, when Yuzuru Hanyu was 16.
He spoke of ice cracking under his feet during the magnitude 9 event, and the local devastation, thanking those who helped him continue skating, in his first autobiography ‘Aoi Honō’ (Blue Flame).
Yuzuru Hanyu has fundraised and donated to his hometown of Sendai and surrounds consistently since 2011, and this day his support continues.The catastrophe left more than 15,000 dead.
Training History
He began skating at the age of 4 in Sendai. After his hometown rink was destroyed in the Tōhoku earthquake and tsunami, he then trained in Yokohama. From 2012, Yuzuru Hanyu trained in Toronto, Canada.
The COVID pandemic was challenging for Yuzuru Hanyu, spent in Japan rather than Canada, training without a coach present. The isolation led to an introspective period for the ambitious athlete.
Yuzuru’s coaches and choreographers throughout his career training in Japan and Canada include (but are not limited to) Nanami Abe, Brian Orser, Ghislain Briand, David Wilson, and Shae-Lynn Bourne.
Fearless Ice Prince of Japan
A communion of conformism and individualism, dualism will always be a leading element of his personality: dedicated, polite, and cheery, with a stubborn, fearless passion and drive for the ice.
Yuzuru Hanyu is asthmatic, sometimes manifesting during or after competition. He once performed with a head wound after a collision with another skater and despite 5 falls, took the silver.
Past injuries/medical issues impacted feet, knee, back, stomach, and head. He has on occasion been unable to compete. Other times he has chosen to push recovery parameters, and excelled.
Art and Sport
The creative, emotive nature of his performances is applauded: a fusion of expression, grace, and athletic prowess. Much has been written of his talent in both jumping and artistry.
Technical fans of figure skating reference his program originality. (Figure skating icon Natalia Bestemianova spoke of early experimentation with different hand positions in spins for Yuzuru Hanyu.)
From speed to his transitions, every aspect of his routines is meticulously analysed by fans and professionals. His nickname GOAT, Greatest Of All Time, is often used by sports commentators.
Masculinity and Yuzuru Hanyu
The interpretation of femininity and masculinity in modern figure skating, and the impact of pre-conceived prejudices on the judging process was a heated discussion point even before Yuzuru Hanyu.
Influenced in childhood by Olympic footage of Plushenko, Yuzuru Hanyu is known for performing moves not often seen in male figure skating due in part to required flexibility. He excels on every technical and artistic front.
Some note Yuzuru Hanyu is the antithesis of toxic masculinity and Chinese state TV once referred to him as having a face like jade, a body like a pine tree, astonishing skills, and the grace of a dragon.
Costuming and Expression
Over the years, his costuming never buckled to pressure for more traditionally “masculine” interpretations. Frills and sparkles, soft shades and flowers were common in his competition costumes.
Originally made by his mother, and later designer Satomi Ito, who said, “Hanyu-san is the designer, and I’m the assistant.” They often included subtle references to Japanese history and culture.
At the same time, Yuzuru Hanyu has skated to Prince and worn contemporary rockstar-style competition costumes. His artistic duality is untethered by concerns of European gender norms.
The Music
A known music lover, Yuzuru Hanyu’s choice of tune is always of great interest. The internet offers fantastic detailed analysis of the way his routines perfectly complement harmonic and melodic features.
In the past he has even used film soundtracks Onmyōji and Onmyōji 2, portraying legendary Japanese mystic Abe no Seimei on the ice, even speaking to the actor who played Abe no Seimei in the films.
From classic to contemporary, his varied influences include the dancing of BTS’ Jimin: “I’m looking for cool moves not only from a skating perspective, but also from a more outside world perspective.”
Perfectionist at Heart
Knowledgeable fans reveal the intricacies of his brilliance on the ice. Endless articles, blogs and posts celebrate the technical artistry—entwined with discussions around the ISU judging system.
He has a degree from Waseda University in Human Information Science, with the thesis A Feasibility Study on Utilization in Figure Skating By A Wireless Inertia Sensor Motion Capture System.
His exquisite attention to detail extends to the minutiae of data analysis and the potential benefits technology can offers figure skaters today and in the future, when science is applied.
The Endorsements
The branding of Yuzuru Hanyu is a fascinating journey. Despite increasing acclaim and success across both national and international markets, a sense of mystery persists around the icon.
Yuxuru Hanyu’s endorsement record is long (including a 2019 Citizen watches brand ambassador appointment for China, Hong Kong and Macau, due to his Chinese market popularity).
In the presence of so much adulation, strength of character sees him insist on a level of personal privacy—from relationship status, to lack of official social media presence until recently.
Unique Place in Japan’s Psyche
The first Asian man to win Olympic gold in the mens singles skating, Yuzuru Hanyu is also the youngest recipient of Japan’s People’s Honour Award, recognising his achievements and philanthropy.
Yuzuru Hanyu celebrates Japan on a global stage, and is a known philanthropist. He embodies resilience, drive, skill, success, charity, humility, and grace, qualities revered in Japanese culture.
In the wake of 2011 devastation, Yuzuru Hanyu’s success became a beacon for many in Japan. His popularity has only grown. Yuzuru Hanyu was the face of 2022 in Yahoo Japan’s portal searches.
Fandom and Global Appeal
Yuzuru Hanyu has arguably one of the most active fandoms across sport, arts, and entertainment. Fanyus are everywhere. (Yuzuru Hanyu is also known to collect entire other fandoms.)
Planet Hanyu is the comprehensive online home of the global Yuzuru Hanyu fandom. Yuzuru Hanyu regularly trends on social media platforms. His popularity in China even potentially impacts relations.
After being seen with a WTP tissue box early on in his career, fans would rain Winnie The Pooh plush toys onto the rink whenever he competed, that were later donated to children’s charities.
The Internet, and Many Facets of Yuzu
From a young age, Yuzuru Hanyu has been recorded training and competing, on the ice and in stadiums. Online footage feels endless. Yet off the ice, the athlete and his family avoid the spotlight.
Complex branding without artifice is almost impossible in this era of crafted personas—even for non-celebrities. Yet the record and celebration of his journey online is remarkably authentic.
Endless videos try to capture his essence, yet compound intriguing contradictions. In an oversharing world, the mystery of charismatic, polite and private Yuzuru Hanyu has proven mesmerising.
The Yuzuru Hanyu Mindset
Not one for scandals, and often with charitable deeds under the radar, Yuzuru Hanyu’s eye is always on the ice—while he can be treated as a celebrity or idol, he sees himself as an athlete.
“I want to skate for my fans. I never feel like a champion. I am always a challenger.” The focus remains on skills. “I don’t want to talk about who is my rival. I am my only rival,” is a famous quote.
While fiercely competitive, off the ice Yuzuru Hanyu is funny, awkward, and even clumsy at times, adding to his complex appeal. An athlete known for both his humility, and ambitious perfectionism.
From Competitor to Pro
Retiring from competition was the next step for Yuzuru Hanyu; the restrictive parameters of competitive routines are now gone. (Competition retirement in figure skating equals pro status.)
Notoriously social media shy, he launched a YouTube channel in 2022, and posted video views are in the millions. Yuzuru Hanyu is set to transform the idea of post-competition success.
“I’m no longer confined to the realm of competitions anymore,” he said in 2022. His ice shows since are a tour de force. He even performed 8 routines to standing room only crowds.
The Future
Various shows are scheduled for 2023 in Japan. Clearly Yuzuru Hanyu and his team relish the chance to explore the creative possibilities, including technologically advanced visual elements.
For myriad reasons the Japanese market is less forward in offering streaming global content, but Yuzuru Hanyu produced ice shows seem a perfect fit for international giants like Disney and Amazon.
Whatever the future holds, Yuzuru Hanyu will bring the world innovative shows challenging the accepted concept of on-ice entertainment. He is at heart an unstoppable, unique trailblazing talent.
