Not Just the Commentators—Players, Coaches, Investors, and Even Rivals Are Surprised by Keisuke Honda’s “Go-Go-Go” True Self

“I’m still playing.”

With intense matches taking place day after day at the CONCACAF World Cup, former Japan national team midfielder Keisuke Honda (40) is electrifying living rooms across the country.

He served as a commentator for the “Japan vs. Tunisia” match, which was broadcast live on the Nippon TV network on June 21, and delivered a string of his signature “Honda-style” commentary. Regarding the first goal scored by midfielder Daichi Kamada (29),

“Kamada, you’re so good! That little hop with your left foot!”

; and regarding forward Kiyo Ueda (27), who recorded two goals and one assist, he remarked early on

“I just have a feeling Ueda-san is definitely going to score today,”

. And when Japan scored its fourth goal, he exclaimed,

“This is ‘Go, Go, Go’!”

he exclaimed, completely caught up in the moment. This hashtag, #IkeIkeDondon, instantly became a trending topic online.

Regarding Honda’s commentary—which turns into a hot topic the moment he opens his mouth—a TV network official remarked,

“First, there’s his name recognition from his long career as the Japanese national team’s star player. His down-to-earth, casual style makes it feel like you’re watching the game right in your living room. His Kansai dialect is a big factor, too. At the same time, he has a keen eye for spotting the flow of the game and hidden moments of brilliance. There’s no doubt he’s the most sought-after commentator right now,”

they said.

“Commentator Honda,” who has arrived like a black ship, is likely causing the existing commentary team—including Antaro Matsuki, who has no appearances this time around after TV Asahi decided not to secure the broadcast rights—to tremble with fear. According to a source at a major advertising agency,

“While Mr. Honda will be making spot appearances at major events like the World Cup, he’s sure to be a threat to those who have been commentating on national team matches up until now. Soccer is just like professional baseball—the commentators you’re called upon depend on the ‘caliber’ of the match. Commentating on national team matches is the top tier, followed by international soccer, and then the J.League.Some commentators are consciously carving out their own niches—like former national team player Nobuhiro Takeda, who has been deepening his knowledge of high school soccer and getting himself in top condition for the year-end and New Year’s tournaments,”

he says.

When the play-by-play announcer mentioned that 16 years have passed since Honda’s stellar performance at the 2010 World Cup in South Africa—where he scored two goals and provided one assist—

“Time sure flies. I turned 40 in the blink of an eye. It’s a bit pathetic, but I’m still playing,”

he said with a wry smile. Later, he was taken aback by a goal kick from goalkeeper Ayaka Suzuki (23),

“If I kicked that hard at 40, I’d get injured,”

he joked self-deprecatingly. When the commentator asked,

“Would even you get injured, Mr. Honda?”

he replied,

“Right away. I’d be gone in a flash,”

he replied instantly.

Luup Also Invests in Makuake

Honda became a free agent in 2024 after his short-term contract with Bhutan’s top-division club Paro FC ended, but he joined Jurong in Singapore’s top division this past April. He is not just “that entertaining commentator”—he is a bona fide active player.

“Considering the level of soccer in Singapore, I think it’s fair to say he’s stepped back from the front lines. However, it doesn’t seem like he intends to draw a clear line by ‘retiring from active play.’He does commentary while still playing, served as general manager and head coach of the Cambodian national team until ’23, and has opened soccer schools across the country. I think he’s a one-of-a-kind ‘free spirit’ in the soccer world,”

said a sports newspaper reporter covering soccer in an interview with this site.

He also has a side as an investor. In 2016, he invested his personal fortune to launch the “KSK Angel Fund” and began investing in early-stage companies. His goal is to create “decacorns”—unlisted companies with a market capitalization of $10 billion, which is 10 times that of a unicorn.

“Luup,” a well-known Japanese company operating sharing services such as electric kick scooters, flourished significantly thanks to Honda’s funding. It is also reported that in 2024, the “X&KSK” fund—launched for domestic startups—completed a funding round of 15.3 billion yen.

“It’s said that Mr. Honda has personally invested in over 300 companies. His track record is outstanding; for instance, with his investment in ‘Makuake,’ which operates a crowdfunding platform, he reportedly sold his shares after the company went public and reaped a massive return,” said a sports newspaper reporter.

Honda is also expected to take the helm of the Japanese national team in the future. It’s impossible to take your eyes off his “full steam ahead” success.