Japanese badminton star Chiharu Shida faced heavy fan scrutiny regarding her competitive focus after traveling to Vietnam for a promotional event hosted by her sponsor, Li-Ning, according to a report published by the Japanese media outlet The Answer on August 28, 2024. Shida, who secured a bronze medal in the women’s doubles event at the 2024 Paris Olympics alongside partner Nami Matsuyama, drew large crowds in Vietnam during her first visit to the country in a decade.
Fan Backlash Over Competitive Hiatus and Promotional Events
While many supporters expressed joy on social media seeing Shida smile during the brand appearance, other fans voiced frustration over her absence from recent international tournaments.
Following the Paris Olympics and a subsequent world championship appearance, Shida transitioned to a partnership with Igarashi in pursuit of higher goals. However, the newly formed pair struggled on the international circuit, suffering first-round exits at major Super 1000 tournaments including the Malaysia Open, the All England Open, and the Indonesia Open.
Rankings Drop and Missed Selection for the 2026 Asian Games
Due to early tournament exits and physical setbacks—including withdrawals from the Japan Open and the China Open due to injury—Shida’s world ranking declined. Consequently, she was omitted from the Japanese national team entry list for the 2026 Aichi-Nagoya Asian Games, according to reports following her competitive struggles.
Shida and Igarashi officially announced the end of their partnership on the 2nd. The split forced Shida to miss the World Championships in India and left her searching for a new doubles partner while navigating her competitive future amid extensive commercial obligations, including an agreement with Chinese athletic brand Li-Ning that exceeds 2 billion won.