Felix Upton on October 2, 2025
New Japan Pro Wrestling’s presence in the United States has seriously cooled off this year — and now we know why. After years of trying to establish a foothold in the American market, NJPW has drastically scaled back its efforts in 2025, and sources close to the promotion are shedding light on what’s really going on.
According to Fightful Select, the promotion has drastically reduced its U.S. touring schedule. Through August 2025, NJPW only made three trips to America, down from six last year and eight in 2023 — and that’s not even counting co-promoted shows. The drop-off isn’t just a coincidence — there are specific reasons behind it.
One source said declining ticket sales are part of the problem. But that’s not the only issue. A deeper challenge is coming from within NJPW’s own roster.
“Some NJPW roster members [are] not wanting to make the trip for the shows,” a source confirmed.
This reluctance, combined with sagging attendance, has caused New Japan to hit the brakes on its once-aggressive U.S. expansion. The company originally made a major play for the American market years ago, building off the surge of foreign talent they had cultivated. Even after many of those stars jumped ship to help launch AEW, NJPW doubled down on its U.S. plans. But then COVID hit — and forced the company to pivot.
“They had signed a lot of talent that lived in the United States. They had no way to send them back and forth in a timely manner, and the STRONG brand was established in order to utilize them,” the report stated.
That STRONG brand has since been scrapped, although the titles remained and NJPW kept running American shows — just far fewer than before. Now, it looks like 2025 may mark a turning point in how the company approaches international touring altogether.
Whether New Japan reignites their expansion push or sticks to Japan-only operations remains to be seen. But for now, fans hoping to catch them live in the States may have to wait a while.
Do you think NJPW should continue trying to run shows in the U.S. — or focus strictly on Japan again? Please share your thoughts and feedback in the comment section below.
October 2, 2025 3:45 pm
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