Record Number of Japanese Medals at the Milan-Cortina Winter Olympics Captivates Fans

This year's Milan-Cortina Winter Olympics has marked a significant achievement for Japan, with a record-breaking 67% of Japanese viewers recounting their enthusiastic experiences during the games. A recent survey conducted by Cross Marketing, targeting 2,400 individuals aged 20 to 79 across Japan, unveiled remarkable insights about the sentiments surrounding the 2026 Winter Olympics.

Viewing Experience Overview

Notably, the survey revealed that over 80% of viewers aged between 60 and 70 tuned into the Olympics. The events that garnered the highest viewer interest included figure skating at 56%, snowboarding at 41%, and ski jumping at 40%. Surprisingly, despite being a lower-ranked event in terms of anticipated viewership prior to the games, snowboarding surged to become the second-most watched sport during the event period.

Emotional Impact and Conversations

An impressive 87% of participants expressed that they were moved by the Olympic performances. Furthermore, 49% indicated that the games sparked discussions among friends and family, highlighting that the older demographics were particularly engaged with the emotional narratives from the Olympics. The poignant moments of athletes celebrating their victories and the tears shed during medal ceremonies resonated deeply with the audience.

Memorable Highlights of the Games

Among the most memorable aspects of the Olympics was Japan winning its highest number of medals to date. Nearly 40% of viewers noted that the joy and tears of the athletes, especially younger competitors making their Olympic debut, left lasting impressions. Additionally, the exceptional skills displayed by the athletes, as well as the camaraderie shown when competitors celebrated one another post-competition, were also frequently mentioned. Interestingly, the challenges faced by veteran athletes who showed resilience throughout their careers were equally acknowledged across various age groups.

Standout Athletes and Teams

When it came to individual recognition, the 'Rikuryu' pair in figure skating captured the spotlight by snatching a stunning gold medal. Other notable mentions included athletes like Kaori Sakamoto, Ayumu Hirano, and Miho Takagi, as viewers recalled their inspiring performances during the games.

Future Winter Olympics in Japan

There’s a prevalent interest, with 59% of survey respondents expressing a desire for Japan to host the Winter Olympics. Among those inclined to support the idea, 60% of individuals aged between 60 and 70 are in favor, citing reasons such as wanting to experience the excitement up close and being able to cheer for their athletes in person. Conversely, some respondents raised concerns about the potential costs associated with hosting the games, tourism overload, and transparency regarding financial matters involved.

Concluding Thoughts

The Milan-Cortina Winter Olympics have undoubtedly been a memorable event for Japanese spectators, leaving a deep emotional impact through the tireless efforts and spectacular performances of its athletes. The survey by Cross Marketing not only paints a picture of viewers' experiences but also raises pertinent discussions about the future of Olympic events in Japan.

For further details on this report or to download the complete findings, please visit Cross Marketing's report.

Report Methodology

- Research Method: Online survey conducted using Cross Marketing's self-administered questionnaire tool, QiQUMO.
- Survey Coverage: Nationwide across 47 prefectures in Japan.
- Target Demographic: Japanese males and females aged 20 to 79.
- Study Duration: Conducted post-event from February 26 to 27, 2026.
- Sample Size: 2,400 valid responses were recorded.

Company Background

- Company Name: Cross Marketing Inc.
- Location: Shinjuku, Tokyo, Japan
- Founded: April 1, 2003
- CEO: Mikio Igarashi
- Business Focus: Marketing research and consulting services on marketing-related projects.