Why can’t we win it? Inside the Japanese embassy for Sunday’s World Cup opener.

Around a hundred Samurai Blue superfans crowded the Old Ambassador’s Residence at the Japanese embassy in Washington, on Sunday for a watch party marking its World Cup opener against the Netherlands.

The supporters — a motley group including erstwhile English teachers in Japan, state department workers and embassy staffers — lounged around a projector set in the building’s front room, plates piled high with nigiri. Drinking Kirin Ichiban lager and Asahi Super Dry, they winced when the Dutch team had the ball in the opposing third and burst into cheers and sang “Vamos Nippon” when Daichi Kamada’s header tied the game in the 89th minute.

“The World Cup itself is a competition,” said Masatsugu Odaira, the embassy’s minister of public affairs, at the watch party. “But from the perspective of policy and diplomacy, it’s a very good chance to connect people across borders.”

At the event, POLITICO spoke to soccer fans who are already excited about Japan’s growing diplomatic footprint and soft power projection. And they hope the World Cup will buoy that cultural momentum, stimulating tourism — one of the nation’s most lucrative sectors — and drawing eyes to Japan.

The World Cup is “just a visceral way to connect people who have not yet had the opportunity to travel to Japan to be swept up in the enthusiasm of an international competition,” said Andrew Wylegala, president of the National Association of Japan-America Societies.

Japan is already “at the top of its game” in terms of soft power projection, Wylegala added — and “soccer now fits in with that.”

Embassy staff wore pink shirts with the American and Japanese flags on the back. “Together We Bloom,” they read.

The end result, a 2-2 draw against the Dutch, the world’s eighth ranked international side, only added to their enthusiasm.

The women’s team has a far more prolific record. Fans still hark back to their 2011 World Cup final victory over the U.S., months after a massive earthquake and tsunami slammed the country.

But the men’s team has won just seven World Cup games in its history. Japan’s best-ever finish: The round of 16, where they’ve fallen four separate times.

But there’s hope that, this year, the underdogs could pull off an upset. From Ajax’s Takehiro Tomiyasu to Kamada, a Crystal Palace midfielder, the Samurai Blue have more than enough talent to compete with the sport’s upper crust.

Odaira’s hope for this year? “Oh, becoming a champion,” he said.