Baseball United: Bringing Japanese Culture and Imabari Towels to the Middle East

Introduction

The inaugural professional baseball league in the Middle East and South Asia, Baseball United, is set to launch in Dubai, bringing with it a unique opportunity to showcase Japanese craftsmanship. Tsunagaru Co., Ltd., based in Osaka, has partnered with Baseball United to produce the official towels for all four franchise teams involved in this groundbreaking venture. This collaboration not only features the renowned Imabari towels but also aims to elevate Japan's presence in international sports culture.

Background on Baseball United

Baseball United has garnered global attention due to its ownership team, which includes several former MLB legends. The league will run from November 14 to December 14, 2025, with four teams based in Dubai, Abu Dhabi, Mumbai, and Karachi. During the regular season, teams will face off in a total of 21 matches, with each team playing nine games. The inaugural showcase in 2023 reached millions of viewers across 127 countries, further solidifying its international appeal.

An exciting aspect of the league is the participation of Japanese players, with 13 athletes joining the Mid-East Falcons, marking a significant cultural exchange in the sports arena.

The Role of Tsunagaru

Tsunagaru's core mission is to enhance Japan's presence abroad while generating revenue through authentic Japanese products. With a commitment to regional partnerships, Tsunagaru aims to infuse added value into Imabari towels and sell them within the Middle Eastern market. This initiative was inspired by feedback from wealthy Middle Eastern visitors who expressed their fondness for Imabari towels during their trips to Japan.

Japanese Textiles in the Middle East

Japanese products, especially textiles, are highly valued in the Middle East and North Africa. Market surveys reveal that 66% of UAE residents and 71% across the MENA region perceive Japan as the country with the highest quality products. Due to limited local textile production, many traditional fabrics, including those used for the women's clothing known as thobe, are predominantly imported, with more than 40% of these textiles coming from Japan.

In this context, the introduction of Imabari towels to the region serves not only as an opportunity for Tsunagaru but also as a means to support the Japanese towel industry, which is currently facing challenges from a shrinking domestic market.

The official towels manufactured include products for each of the four teams: Arabian Wolves of the UAE, Mid-East Falcons of Abu Dhabi, Mumbai Cobras of India, and Karachi Monarchs of Pakistan. These towels will be sold at stadiums and online platforms.

Showcasing Japanese Culture

Imabari towels are celebrated globally for their exceptional quality, craftsmanship, softness, and durability. Each towel reflects centuries of Japanese artisan techniques. However, the domestic market has been diminishing, with the number of related businesses decreasing from 550 to approximately 80. This decline poses significant risks to the traditional industry, creating a sense of urgency for global outreach.

Tsunagaru views this challenge as an opportunity to display Imabari towels on the world stage. By integrating Japan's renowned omotenashi spirit, which embodies heartfelt hospitality and service, they aim to create a profound cultural connection in Dubai’s stadiums.

Future Aspirations

The launch of this new venture is merely the first step towards a larger goal of promoting Japanese culture and craftsmanship. Tsunagaru envisions a future where the spirit of Japanese support culture, craftsmanship, and pride in manufacturing resonates on a global scale, ultimately cultivating a new enthusiasm for Japanese products. This project represents more than a one-time event; it aims to link local industries with international markets, expanding possibilities for regional businesses.

As Imabari towels lift among the crowds, Tsunagaru believes this humble item will spark emotions and even change the world.

Conclusion

In summary, Tsunagaru Co., Ltd. is dedicated to delivering Japan's treasures to the world through sustainable practices. They invite collaboration with other businesses and municipalities aiming to explore new markets. Find their initiatives and craft on their website and Instagram for updates.

Visit Tsunagaru's Website
Instagram: @the_first_towel
For inquiries: [email protected]