Chiharu Shida: Japan’s ‘Badminton Goddess’ quietly taking over the court

At the top of the badminton world

At 28, Chiharu Shida is one of the most respected figures in international badminton — a player whose sharp instincts and quiet confidence have earned her admiration well beyond Japan. In China, where her consistency and style have won over a legion of fans, she’s even picked up the nickname 'Badminton Goddess' — a title usually reserved for the sport’s most elite.

Humble beginnings

Born in 1997 in the quiet town of Hachirōgata in Japan’s Akita, Shida started her journey like many Japanese athletes — humble beginnings, early discipline, and an unwavering focus.

Winng titles at 17

By 17, she was meddling at the Asian Junior Championships. A year later, she stood on the World Junior podium with a bronze. The young girl from Akita wasn’t just good, she was already on track to take over the sport.

Nami Matsuyama – the perfect partner

In a sport defined by partnerships, Shida found her perfect foil in Nami Matsuyama. Where Matsuyama is exuberant, Shida is composed. Together, they create a sort of yin-yang dynamic on the court – something which not only benefits their collective game, but also captivates their growing fan base.

Breakout stars of Paris

Their resume is glittering: the All England crown in 2022 and 2025, three Indonesia Open titles, and a barnstorming 2023–24 season that saw them hoist trophies in Canada, India, and Thailand. They even snagged bronze at the 2024 Paris Olympics — Japan’s first women’s doubles medal.

Media work

Although Shida's rise on the surface has been flawless, it hasn't been without its setbacks. In 2023, she was forced to sit out the Malaysia Open due to a wrist injury — a setback for any elite athlete. But rather than disappear, she tried something unexpected: she joined the commentary team, popping up as a surprise sideline reporter.

Interviewing her opponents

She later said she found the media work more daunting than playing in front of an arena full of fans: "The whole experience was enjoyable. I wanted to see if a top player would answer my questions with me on the other side. It’s seldom that players get an opportunity like this. I was more nervous behind the camera than in front of it," she told BWF.

Breaking a title drought

2025 has already been a vintage year for Shida and Matsuyama. In March, the pair defeated compatriots Yuki Fukushima and Mayu Matsumoto in an 83-minute thriller to reclaim the title they last won in 2022 – breaking a 15-month title drought.

Stalking fans

In April 2025, Shida did something else few athletes in her position dare to do: she spoke out against her fans. In fluent Chinese, she posted a heartfelt plea on social media, asking fans — particularly in China — to stop stalking her and her teammates. The message was clear, measured, but unmistakably serious.

"We’ve been feeling very uncomfortable and very scared"

"Thank you to everyone for your continued support, but I would like to request something from all my fans," she wrote on Instagram, as later reported by The Independent. "We have been stalked every time we compete in China, it has already been going on for a year and a half. Recently, we’ve been feeling very uncomfortable and very scared."

Humans at the end of the day

It was a rare glimpse into the darker side of sports celebrity, particularly for female athletes in Asia, where parasocial obsession can tip into dangerous behaviour. Chinese officials responded, condemning the actions and urging respect. But the damage had already been done — the 'Goddess' had been forced to remind the world she is human.

A personality that cuts through every situation

Yet despite the pressure, Shida has never lost what makes her such a singular presence. She’s known for her post-match quirks: goofy Sanrio poses with opponents, gentle ribbing of rivals, and a smile that could cut through the tension of a gold medal final.

Loved even by her rivals

After a particularly fiery Olympic match, her Chinese opponent Tan Ning posted a selfie with Shida dressed in Zootopia gear. "Although we yelled at each other on court," Tan wrote, "she is very interesting and very cute," as the South China Morning Post reported.