The present paper aimed at investigating the process of popularization of sports in Kochi in the Taisho era, by analyzing the advertisement of sporting goods and wear in 'Kochi Kyoiku'. The following results were obtained. 1) In Kochi, sporting goods of baseball and tennis were being sold in the 1910s and in addition to the above, they started the sale of those of soccer, track and field, swimming, table tennis, mountaineering, artistic gymnastics, volleyball, basketball and indoor baseball in the 1920s. 2) From 1918 to 1926,five shops advertised in 'Kochi Kyoiku'. At First, a shop selling the teaching materials sold the sporting goods, too. Later, Kyoeisha made and sold the sporting goods and wear and Ohguro Toyono Shouten developed and sold the original sporting wear. In 1923,two more shops were seen in 'Kochi Kyoiku'. 3) In Kochi, sports became popular rapidly in the 1920s, mainly in many of the schools , public agencies, companies, and in the army.

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This paper shows the process of the promotion of sports equipment sales and popularization of sports in Kochi Prefecture during the period 1918-1926 by examining advertisements that appeared in the Kochi Newspaper and Kochi Kyoiku (Education in Kochi), a local journal published by the Kochi Association of Education. Sales of sports equipment can be traced back to the 1910s, and during the 1920s they grew strongly. As far as this period is concerned, it was ordinary shops and teaching aid/material retailers that started to place advertisements for sports equipment . As sales grew, their advertisements were taken over by those of particular dealers of sports apparatus. Among them were dealers who not only sold sports equipment produced in other prefectures or imported from abroad, but who also set out to sell their own products, with their emphasis on producing gym suits. The collected advertisements show that in Kochi Prefecture, baseball and tennis played the central role in sports through the 1910s, and then athletics, swimming, table tennis, soccer, and mountain climing gained in popularity around 1920, followed by the addition of volleyball, basketball and indoor baseball in the following year. It is also shown that these sports were played at schools, military bases, government and public offices, newspaper offices and hospitals.

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