Kenyans react to 2025 Tokyo World Athletics Championships 'Sugoi' motto

The 2025 Tokyo World Athletics Championships have unveiled their official motto: "Every second, SUGOI."

According to World Athletics, the term "Sugoi" (a Japanese word meaning "amazing" or "extraordinary") aspires to become a global expression of awe and inspiration during the Championships, slated for Saturday, 13 September to Sunday, 21 September in Japan.

However, the reception of this slogan has been far from unanimous, particularly in Kenya, where Sugoi is the rural home of President William Ruto, located in Uasin Gishu County and the word is often used as a political jibe.

The phrase seeks to capture the breathtaking nature of athletics, where every moment counts.

Organizers envision nine thrilling days filled with passionate cheers and extraordinary performances, uniting fans from across the globe.

The motto incorporates both Japanese and English, symbolizing a groundbreaking fusion of cultural and linguistic elements that transcends barriers to celebrate the universal language of sport.

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The Championships’ visual identity also plays a pivotal role in amplifying the motto's message. With designs inspired by Japan's rich cultural heritage and its passion for sports, the identity aims to leave a lasting impression on athletes, spectators, and the global audience.

While "Sugoi" evokes amazement and excitement in Japanese, it has an entirely different resonance in Kenya.

The name is synonymous with Sugoi village, the hometown of President Ruto. Over the past year, President Ruto has faced significant backlash from Kenyans due to mounting economic pressures, perceived government inefficiencies, and contentious policy decisions.

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Kenyans' frustrations reached a boiling point in June 2024 when protests erupted over the Finance Bill 2024.

The Bill, aimed at increasing government revenue and curbing external borrowing, proposed steep taxes that many citizens deemed punitive.

Critics argued that the government failed to address rampant corruption and wasteful spending while expecting ordinary Kenyans to bear the financial burden.

Despite widespread demonstrations, the Bill initially passed through Parliament before President Ruto ultimately rejected it under public pressure.

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This socio-political backdrop has led many Kenyans to associate "Sugoi" not with inspiration or amazement, but with economic hardship and political discontent. Memes and posts juxtaposing the slogan with Kenya’s struggles have dominated online conversations.

@LuckyLuke said, "Are you sure it's in Japan? Because here in Kenya 🇰🇪 we have our very own Sugoi."

@Kiarago said, "Expect a lot of traffic from Kenya on this post."

@Elvo Cratis said, "Sugoi imeenda international."

All set for FKF Youth League finals this weekend