Many commentators and sports fans agreed that the pulsating encounter, which went down to the last play, was the best PR the Rugby World Cup organisers could have hoped for:
If you want to know why I love sport. This... Brilliant from ????????????
— Colin Watkins (@colinwatkins)
Well Japan have just given rugby the best PR boost so far. Amazing statement by the next tournament's hosts
— Fred de Fossard (@FdeFossard)
A brilliant performance by Japan, simple as that. My heart still racing after that last few minutes. World Cups are great & no one is safe.
— Jonny Wilkinson (@JonnyWilkinson)
You couldn't write this...
— J.K. Rowling (@jk_rowling)
Japan vs South Africa; perhaps the most exciting rugby match I've ever seen. Incredible. Amazing. Watch it even if you don't like the game..
— tom bradby (@tombradby)
The match set Twitter alight, with over 330,000 tweets during the game:
How Twitter reacted to :
— Rugby World Cup (@rugbyworldcup)
However, many household Japanese brands including Toyota, Sony and Honda missed out on the social conversation by opting to stay silent.
Japanese firm Mitsubishi found itself in an awkward position as a sponsor of South Africa.
Behind the all the way @ the 2015 Rugby World Cup, which kicks off this evening. Go Bokke!
— Mitsubishi Centurion (@Mitsubishi_Cent)
Brands with Japanese roots or influences that did get involved in the celebrations included Superdry, YoSushi! and Sticks’n’Sushi.
Wow! What a finish!!! Congratulations ?????????????????????????? ??????
— Superdry (@Superdry)
Go Japan! ????????
— YO! Sushi (@YOSushi)
Just caught up on - wow,
— Sticks'n'Sushi UK (@sticksnsushi_UK)
Guinness and official Rugby World Cup sponsors including Land Rover and Mastercard also capitalised on the buzz:
Japan makes Rugby history.
— Guinness GB (@GuinnessGB)
UNBELIEVABLE! What a day for underdogs! 's win was followed by ; Rugby's greatest ever upset
— Land Rover Rugby (@LandRoverRugby)
Expect the unexpected!
— MasterCardUK (@MasterCardUK)
The South African team took the loss on the chin, but fans back at home are unlikely to be so welcoming if their poor run continues:
Springboks drop opening match to Japan, losing 34-32. Well done to with historic win.
— South African Rugby (@Springboks)
Happy fans welcome back the plucky South African team after their brave performance against Japan.
— Sean Kemp (@Sean_Kemp)
Many commentators and sports fans agreed that the pulsating encounter, which went down to the last play, was the best PR the Rugby World Cup organisers could have hoped for:
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