Last Place to Champions: Rakuten Shugi Principles Which Changed Vissel Kobe

Despite having a similar team lineup, Vissel Kobe struggled in last place a few years ago. Yet in 2023 they claimed their first-ever J1 League Championship. The driving force behind their transformation into a winning team and organization was an increase in communication that dwindled during the pandemic and grassroots initiatives by Vissel Kobe employees to realize a championship win. Through their actions and beliefs, we take a look at the core values practiced by Rakuten and Rakutenians known as Rakuten Shugi (Rakuten Basic Principles) .