World Cup, Hidetoshi Nakata & Cell Phones
World Cup soccer has kept Japan at a fever pitch for the past couple of months, and we decided to drop by the sports cafe set up by superstar player Hidetoshi Nakata in downtown Tokyo to catch some of the action.
J-Phone were there too, illustrating the key role that celebrity sponsorship has played in the sales and marketing of handsets in Japan, without which the mobile Internet would be a much duller space.