Why Celebrities No Longer Hold Apology Press Conferences

Celebrities who returned without holding a press conference

Amid the controversy surrounding Masahiro Nakai (52) and his 900 million yen settlement for a woman-related issue, a statement was issued by Nakai on the night of January 9. However, there was a line in the statement that seemed to reflect a disconnect with public perception, and the criticism has not subsided.

The first report in a women’s magazine stated that a settlement had been paid and the matter was already resolved, leading industry insiders to believe it would quickly settle. However, details of the issue were revealed by Weekly Bunshun, and as the woman who had been affected shared her current feelings in an interview with the magazine, the criticism towards Nakai and Fuji TV intensified.

“There were calls both inside and outside the industry for Nakai to hold a press conference, but in the end, he only issued a statement. As a result, the criticism grew even more. Initially, he might have intended to simply ride it out” (Sports newspaper reporter).

In fact, it has become less common for celebrities to hold press conferences even after causing scandals.

Like Nakai, a recent example is Hitoshi Matsumoto (61). A year after the incident was reported, on December 25 of last year, he finally gave an interview to a journalist he was close with, but the content was not what the public was eager to hear or know. Regarding the same Hitoshi Matsumoto issue, Kazutaka Ozawa (51) of Speedwagon has remained in hiding. Jun Kurose (49) of Punk Boo Boo even declared his return on Instagram in June last year without offering any explanation.

“Similarly, Toshifumi Fujimoto (54) of FUJIWARA, who was involved in a hit-and-run accident in October 2023, also didn’t hold a press conference. His car entered an intersection with a red light and collided with another vehicle, but he drove off. In November 2023, he was sent to the Tokyo District Public Prosecutor’s Office for violating the Road Traffic Act (failure to report the accident, etc.). 

He was later not prosecuted, but without a press conference, he returned. Now, he makes self-deprecating jokes on shows like London Hearts and Ame Talk! (both on TV Asahi), but on social media, there are still many criticisms such as, ‘It’s not funny at all,’ and ‘It just feels like he escaped unscathed'” (Television magazine writer).

Press conferences, especially apology press conferences, have long been a tradition in Japan’s entertainment industry, but they are not something that must always be held. However, there are cases where celebrities who did not hold a press conference faded out of the entertainment industry, although recently, the pattern of returning within a year has increased. For example, Yuichi Nakamaru (41) of KAT-TUN, who was reported in August last year for a secret meeting with a university student, announced his return to activities on January 3 without holding a press conference. Since when has this trend been developing?

“The main cause is the spread of the internet. There are now tools that can be used to communicate without the need for a press conference. Before, celebrities had to either hold a press conference or send faxes or emails to various media outlets for them to publish, but now there’s no need for that troublesome process. Celebrities can communicate directly themselves.

However, in some cases, just issuing a statement doesn’t quell the criticism, and if it seems like it could affect their work, a press conference might be unavoidable. Also, older or more traditional entertainers often have a strong desire to communicate directly in their own voice. For example, actor Ryuji Harada (54), who faced an affair scandal, received high praise for his sincere response at a press conference and was able to return smoothly” (Major entertainment industry insider).

It seems that it also depends on the celebrity’s personality. So, what do talent agencies think about celebrities who cause problems?

“I shouldn’t have done it.”

“Of course, I don’t want to do it. It costs money, and holding a press conference doesn’t necessarily lead to a good outcome. In fact, it often makes the situation worse. Of course, we simulate what kind of questions will be asked in advance. However, like in December 2020 when Unjash’s Ken Watanabe (52) failed during his press conference regarding his affair in a multi-purpose restroom, there can be unexpected questions that can’t be handled, which causes the situation to escalate.

Similarly, when Masahiro Higashide (36) held a press conference in March 2020 after his three-year affair with Erika Karata (27) was exposed, he honestly answered an unexpected question, which led to even more criticism. Both the talent and their agency often regret that they didn’t avoid the press conference” (Previously mentioned source).

Additionally, it seems that another reason for this trend is that fewer celebrities are willing to face the concentrated fire of reporters. For example, in 1990, Shintaro Katsu held a press conference at Hawaii’s airport after being arrested for possessing marijuana, and surprisingly, Yuki Saito (58) held a press conference in 2017 regarding an affair, and both were skilled at handling questions.

While it’s not right to compare them, the press conference held by Koichi Minato (72), president of Fuji TV, on January 17, didn’t give the impression that he, as the head of a major corporation, was prepared to take full responsibility.

The day when apology press conferences become a thing of the past may be coming soon.