If the Japan Rugby Football Union is on the lookout for a theme song for its bid to host the 2011 Rugby World Cup, it could do a lot worse than the Ray Davies penned, "Give the People What They Want."
For judging by the reaction of a cross section of rugby fans in Hong Kong for the Rugby World Cup Sevens 2005 last week, the Kinks' song reflects the view of a great many people associated with the game.
The Rugby World Cup has so far been the preserve of the major rugby playing nations but there is a feeling that if the game is to really fulfill its potential then the International Rugby Board's flagship tournament needs to be staged in a new frontier.
And what better place than a nation that has the fourth highest number of players in the world and that has a rugby-playing history dating back more than a hundred years.
Throw in some of the most modern stadiums around -- courtesy of the 2002 soccer World Cup -- and transport facilities second to none and one can see why Japan is the bookies' favorite.
And to top it all off, Japan is a destination that very few rugby fans have visited.
And make no mistake about it, rugby tours are big business.
Ninety thousand foreign rugby fans visited Australia for the 2003 RWC, and close on 20,000 are expected to follow the British and Irish Lions to New Zealand later this year, pumping an extra NZ$250 million ($178 million) into the New Zealand economy.
With just about every hotel in New Zealand already sold out, and stadiums that are far too small, the chances of the Land of the Long White Cloud hosting a World Cup are remote to say the least.
Which leaves the other country hoping to host the tournament -- South Africa, host of the 1995 RWC.
But with the Lions slated to tour there in 2009, do rugby fans (a large majority of whom come from Europe) want to return just two years later?
One man who has experience of playing in a Rugby World Cup and who now runs a successful tour company (among other ventures) is Victor Ubogu, and the former Bath player is adamant Japan should host the 2011 tournament.
"It would be awesome. I really hope they win it (the bid)," said Ubogu, who won 24 caps for England.
"I took 100 people out to Japan for the England-Argentina game in the soccer World Cup and it was superb, a fantastic experience. It would be great for rugby for the World Cup to go to a non-traditional destination," he added.
Sitting alongside Ubogu at the Hong Kong Stadium was Steve Jones from the rugby heartland of Gloucester. One of 50 that the Nigerian-born prop had brought to Hong Kong, Jones has been to every World Cup bar 1987.
"I will definitely make the trip," he said. "I think Japan will be a unique experience and it will be good for rugby."
Whereas the majority of traveling fans at the soccer World Cup tend to be single men aged 20-35, rugby fans tend to be slightly older, slightly more affluent and not averse to taking the Mrs. on tour.
Catherine Roberts and husband John were sporting Abu Dhabi Rugby Football Club jerseys, as they wandered around the impressive Hong Kong Stadium. The pair were in Dubai and Wellington earlier this year and hope to make it to Japan in 2011.
"I think Japan would be very safe. It is easy to get to and hosting the tournament there would help spread the word," she said.
Peter Currie, an Irishman from Ballymena, had spent the Wednesday before the sevens, playing for Don't Tell Mohammed -- a touring team based in Dubai.
"There's no reason Japan can't be like this," he said looking around at the packed South Stand. "Japan have played really well here and I am damn sure I would go."
When asked if he was worried about the cost of visiting Japan, Currie simply said, "I am from Ireland and this is Hong Kong. What is the difference?"
Some fans that I spoke to did express concerns that Japan was too expensive, but most felt that the once in a lifetime opportunity that could present itself outweighed the financial burden.
"We would love to go and if Japan is not as expensive as some people say, then we will be there," said Bristolian Ray Kays.
"We will be going to South Africa in 2009 to follow the Lions, so Japan should get the 2011 tournament."
Kays, whose son Chris was killed in the Bali bombing of October 2002 while on a rugby tour, said that his dream was to see young kids playing rugby, and that the IRB needed to do whatever it could to help expand the game.
"The tournament needs to go to countries like the U.S. and Japan."
And it is not just fans from the traditional rugby playing nations that hope to visit Japan.
Houcine, complete in traditional costume, was one of those following the Tunisian team that cased the upset of the tournament in beating South Africa on the opening day.
"This is my first time in Hong Kong and we are having a very exciting time. If Tunisia qualify for the World Cup in 2011 and it is in Japan then we will come."
For Jon Brooks, having the World Cup in Japan would give him the opportunity to return to Iwate, where he is currently teaching English.
"I think Japan should definitely get it. New Zealand and South Africa have both had it before and if the IRB is serious about expanding the game, then bring it to Japan.
"The whole country will get behind it. Even in the sticks, people will be really interested in it."
Perhaps the final point should belong to a man, who has done more traveling as a result of his love of rugby, than many do in a lifetime.
"I've lost count of the number of tours I have been on," said Ray Roberts, who hails from the Warwickshire town of Rugby.
Roberts was one of 700 brought over to Hong Kong by another former England prop, Gareth Chilcott.
"I've watched every World Cup (fifteens and sevens) and have been all over, except to Japan, which I have heard is a very different place. Japan rugby is not top-flight but it is not bottom-flight. I support Japan having the World Cup as it needs to go around."
With that Roberts smiled and added: "I just hope I will be around as I am 79."
Back in 1981 Ray Davies sang:
"Give the people what they want,
You gotta give the people what they want,
The more they get, the more they need,
And every time they get harder and harder to please."
Judging by what the fans in Hong Kong said, giving the Rugby World Cup to Japan will not only help with the continued expansion of the game, but will more than satisfy their desires to travel to new places, meet new friends, drink new beers and enjoy the sport that has given them so much pleasure both on and off the field.