Bold statement: a legendary football star is reinventing himself as a powerhouse in the world of AI and venture capital. Keisuke Honda, the Japanese football icon, has traded on-field glory for a sharp eye for disruptive technology, positioning himself at the intersection of sports fame and early-stage investing.
Honda’s two-decade career showcased his versatility as a midfielder who could adapt to multiple clubs across Japan, the Netherlands, Russia, Italy, and beyond. Now, at 39, he channels that same adaptability into X&KSK, the VC firm he launched last year. The firm’s most recent fundraising round, completed in January, pulled in about 15 billion yen (roughly $100 million) from blue-chip backers including Sumitomo Mitsui Banking and Strategic Business Innovator (SBI).
As a venture capitalist, Honda mirrors his on-field adaptability with investments that span a broad range of industries, though his focus remains primarily on Japan. He recently spoke with Forbes at the Forbes Global CEO Conference in Jakarta about the firm’s low-profile approach and its strategic bets.
One of X&KSK’s most anticipated portfolio companies, expected to debut publicly this month, is a Japanese robotics startup specializing in humanoids. Honda predicts it will contend with Unitree in the humanoid robotics arena. The company is currently in stealth mode and is pursuing a sizable funding round from investors that should be announced soon.
Humanoid robots powered by AI have become a magnet for investors, especially after AI adoption accelerated across industries. Public examples include Orbbec’s stock surge in Shanghai this year, which catapulted founder Howard Huang to billionaire status in September. Other notable moves include Samsung Electronics’ acquisition of a controlling stake in Rainbow Robotics for about $180 million and Doosan Robotics’ IPO, which raised $312 million as South Korea’s largest listing of 2023.
Honda also hints at another AI-connected venture in the nuclear fusion space—an area where tech giants like Alphabet and Microsoft are exploring energy alternatives to power their AI data centers. X&KSK’s fusion project employs the helical method, which uses external twisted coils to confine hot plasma, as opposed to the tokamak approach that relies on a strong current through the plasma.
According to Honda, the helical method has a long history of research and recent breakthroughs, though political considerations have hindered its broader adoption. He believes Japan could be a prime testing ground for this technology, especially as the country gradually restarts nuclear energy following the 2011 disaster. Recent government approvals include resuming operations at Kashiwazaki-Kariwa, the world’s largest nuclear plant, and progress toward bringing a reactor in Hokkaido back online.
Honda plans to leverage his brand to attract attention to his portfolio companies once identities are publicly revealed. He notes that his personal following—nearly 1 million on Instagram and 1.6 million on X—gives founders valuable marketing leverage. He describes his investment approach as “branded capital,” offering both financial support and strategic branding guidance. In Honda’s view, founders often choose investors who can help them with marketing, making branded capital a distinct advantage in today’s funding environment.
This perspective underscores a broader trend: high-profile investors are increasingly valued not just for capital, but for their ability to open doors, accelerate growth, and boost credibility. As Honda puts it, great founders expect investors to contribute to their brand narrative and market reach.
Would this branded-capital model reshape early-stage funding norms in Japan and beyond? How might it influence the balance between pure financial return and strategic branding in venture bets? Share your thoughts in the comments and weigh in on whether a high-profile investor truly accelerates a startup’s path to success or simply adds pressure to perform.
