Who is Yamada?: The lowdown on Celtic’s next striker

Shin Yamada in action for Frontale, a J1 League club 

where the striker has caught the eye after impressing last season

Frontale frontman could be the answer as Rodgers closes in on deal

11 Jul 2025 - Glasgow Times

Ryan McGinlay Analysis

CELTIC and Japan have enjoyed a largely fruitful relationship in the club’s modern history. However, before this summer, the permanent signing of Tomoki Iwata from Yokohama F Marinos two years ago represented the last time Celtic conducted business in the Japanese market.

Many had assumed that the Japan-Scotland pathway had been effectively consigned to the history books after the departure of Ange Postecoglou. Alas, that belief has been debunked this summer with the arrival of Hayato Inamura from Albirex Niigata, as well as the imminent signing of Kawasaki Frontale’s Shin Yamada.

Though the former has been touted as a long-term project player, despite impressing versus Cork City, Yamada seemingly represents the club actively shopping in Japan for first-team players again, akin to their business from 2021- 23 under Brendan Rodgers’ predecessor.

From analytical data to expert analysis and fan opinion, here is everything you need to know about Celtic’s incoming striker...

Physical profile & style of play

Despite being under the average height for a so-called stereotypical ‘target- man’ at 5ft 9in, the Frontale forward scored seven headers last season, attempting 15 at an xG of 3.72. He has yet to find the net from 10 headers so far this season.

Though Yamada has contributed assists to team-mates during his three years at Frontale, he is known for his penalty-box style of forward play, as he has profited from clinical finishes in the box with both feet, as well as his head.

The story so far

Similar to many of his fellow countrymen, Yamada put his education first, having spent four years at Toin Yokohama University, following a move from his current club Frontale’s youth academy in 2018, using Japan’s university player route.

In addition to his studies, the striker also played football for his university, playing a key role in his final year at Yokohama. Leading the line, he steered the side to their first ever title in the All Japan University Football Championship, scoring the winning goal in stoppage time, as well as being named the MVP (Most Valuable Player) of the tournament.

Having received special dispensation to play for senior club Frontale while studying as a designated player, Yamada made his senior debut for the club in 2022, before making his J1 League bow in the opening game of the following season.

Now participating in his third full season for the four-time J1 League winners, the 25-year-old enjoyed a breakout campaign last year for the Azzurro Nero. In the 2024 season, Yamada scored 20 goals in all competitions, as well as contributing a further five assists for his side when leading the line.

Deployed primarily as a centreforward, he occasionally played on the right wing, though his striking exploits surpassed the six goals he managed in his first full campaign the year before. So far this season, Yamada has scored six goals for Frontale, in what has been a challenging year for both the club and their main striker domestically.

Currently on international duty with Japan, as part of a domesticoriented squad at the EAFF E-1 Football Championship, he played 45 minutes against Hong Kong, on what was his first appearance for the national team under long-time coach Hajime Moriyasu.

The transfer latest

This week fresh reports from Japan suggested that Celtic and Kawasaki Frontale had agreed a fee for Yamada’s services, believed to be in the region of £1.5 million. Due to the striker’s participation in Japan’s East Asia tournament at present, the transfer confirmation would likely be delayed until the end of proceedings in South Korea.

Pending a medical, the forward will become Celtic’s 10th Japanese player, as well as their second J1 League acquisition of the summer, following Inamura’s signing last week from Niigata.

Why Celtic are interested

Consistent with the general consensus surrounding the striker, Yamada’s analytical data collection from the current J1 League season is not spectacular by any means.

According to FotMob, the forward has converted only two of his 38 total shots this campaign, though he has underperformed in the eyes of xG, which has calculated his shot selection at 5.25.

However, when observing his efforts from the season prior, you begin to see why Celtic’s scouts have been impressed with Yamada. Scoring 19 goals in 38 J1 League matches for Frontale (one every two games), he took 80 shots in total during the 2024 season for his side, accumulating an xG score of 15.5 while operating as the club’s main striker.

Furthermore, his season performance compared to other strikers in Japan highlighted Yamada as one of the top attacking operators in Japan last year. 0.85 goals per 90 minutes, 0.69 xG and 0.84 xG on target (xGOT) had him in the top 10 per cent for each metric, respectively, while also averaging 7.78 touches in the opposition’s box.

While his attacking statistics are not as impressive presently, there are perhaps extenuating circumstances (team form, change of manager) as to why this dry spell has transpired for Yamada.

Frontale fan verdict

Though his struggles this season in front of the goal have been apparent, it would seem that Yamada’s previous exploits have made an impact on the Kawasaki fans who watch him every week in his homeland.

Frontale supporter Hannah, who is based in Japan, has been a keen admirer of the player, despite his on- field struggles this year. “I really do not want us to lose Shin Yamada, as he is very loved by the supporters at Frontale,” she said.

“Objectively, he has not had the best season, but he is a very good player. He is technically gifted, possesses a strong header and finds good positions on the pitch, so he can make good runs like Kyogo used to do at Celtic.

“Last year, he was great for us, but this year he has had a bit of a slump for some reason. We did change managers, so it is possible that he is still getting used to the new play-style and strategy of Shigetoshi Hasebe, who joined in February.

Hannah continued: “Yamada is physically tougher than the likes of Kyogo, and he also possesses quite a strong, confident personality, which I think is important for playing in the Scottish Premiership for Celtic.”

The J1 League expert opinion

Writing on his Shogun Soccer newsletter, which specialises in domestic football and the national team, Japanese football expert Ryo Nakagawara conducted a detailed scouting report on Celtic-bound Yamada.

He concluded that the striker is a top operator in his homeland, despite his sub-par season so far in Japan. Summarising, Nakagawara said: “Yamada is an excellent mover in-and-around the box, has the mental attributes to anticipate opportunities, and is active in making runs for his teammates.

“His ability to score with both feet and his head makes him a daunting opponent. Shin Yamada has obvious qualities as a No. 9 that should attract interest from abroad.”