Last season's end of 2023, our friend and HUNT cyclocross athlete Gosse made a journey that’s rare among cx racers—a month-long immersion in Japan's cyclocross scene. While Japan might not be the first place that comes to mind for cross races, it’s quickly become a place of deep connection for him. With only one UCI race in the country, the Japanese cyclocross calendar is filled with national races that bring riders into the heart of Japan’s unique cycling culture. And, as Gosse discovered, Japan offers something magical, blending the thrill of racing with the warmth of a passionate, dedicated community.

Cycling in Japan is more than a sport; it’s a shared experience that connects people across backgrounds. Japan’s cyclocross events are meticulously organized, giving them a smooth, almost meditative rhythm that’s all their own. The Japanese audience brings their full-hearted enthusiasm to every race, cheering on each rider with a blend of respect and excitement. For Gosse, it was like stepping into a dream—where every race was not only a competition but also a celebration of cycling itself.

The story doesn’t end at the races. Gosse found himself captivated by the Japanese culture that surrounded him: the warmth of the people, the beauty of the landscapes, and, of course, the food. A surprising twist came when a casual photo of Gosse holding a bag of local cookies went viral. What started as a simple snack run turned into an unexpected connection with the Maeda Seika Cookie Company, a beloved Japanese brand. Through a mix of translation apps and cultural goodwill, Gosse and Maeda Seika found a shared vision. Now, Gosse’s journey in Japan isn’t just about racing; it’s about representing an iconic brand from his Osaka home base, deepening his connection to Japan in a way he never anticipated.