Global popular culture and big business have revolutionised the East in a generation. Football, Sport of the masses and now commercial super power, has travelled with this tide of change in the East in its own right. The development of football as a major participatory sport in Japan, Korea and China makes it a fascinating case study for analysis of the complex relationship between sport, culture, society and economy in the East. Football is also a useful entry point for examination of the phenomena of increasing globalisation, and this theme is widely discussed. This broad ranging collection of essays includes: - Social change and national identity - Women's football and gender traditions - Finance and investment in football - The development of professional football - Football and the media - Football Fans, 'hooliganis' and soccer supporter culture