Runner up in this year’s US Open, Kei Nishikori, is Japan’s golden boy at the moment. As the first male player from an Asian country to reach a Grand Slam singles final, Nishikori is not only a hero in the eyes of Japan as a whole, but of his hometown of Shimane, “Japan’s least popular prefecture.”
Much like successful athletes in the US can look forward to seeing their face on a box of Wheaties cereal, Kei Nishikori can now smile knowing that he’s reached the top of his career as a Japanese athlete by landing his likeness on a styrofoam container of Cup Noodle.