How Munetaka Murakami is teeing up business for White Sox and Chicago companies

White Sox rookie sensation Munetaka Murakami is ushering in “Mune mania” throughout Chicago — teeing up new business opportunities for the city’s small businesses and the team, from new offerings like Japanese-inspired hot dogs and rice lagers to custom jerseys.

“As soon as we signed him we changed our thinking and moved our ticket sales targets up because we anticipated him bringing in more interest,” Sox chief revenue and marketing officer Brooks Boyer said.

But the team, and the rest of the league for that matter, didn’t expect fireworks this early in his career.

Murakami, who signed a two-year, $34 million contract last year, is heading into the three-game Crosstown Classic series with the Cubs with 15 home runs — three behind Phillies designated hitter Kyle Schwarber for the major-league lead — and is near the top of several other offensive categories.

His on-field success is also drawing new sponsorship interest from Japanese companies, according to Boyer, who declined to discuss specifics.

“There has been a significant increase in interest in the White Sox and that’s why we’re working so hard to make sure we’re introducing our brand to a Japanese fan base,” he said. “We’re constantly in conversation with Japanese companies.”

On the South Side, the rising star is boosting Sox ticket, merchandise and concession sales.

At the beginning of the season the team introduced the Tonkatsu Dog, a Vienna Beef hot dog covered with Panko, Kewpie mayo, teriyaki sauce and Japanese bonito flakes. It’s a new crowd favorite, according to Boyer.

And more Murakami game day promotions at Rate Field are in the works, following the immediate sell out of special tickets for the July 12 game against the Athletics when fans will receive a limited World Baseball Classic Japan team bobblehead in his likeness.

The team plans to announce another gate giveaway tied to Murakami for July 26.

Since the start of the MLB season, Murakami’s home jersey is the team’s top selling product across Fanatics’ network of retail sites, a spokesperson from the Jacksonville, Florida-based company said.

Boyer said Murakami jerseys account for 57% of its team jersey sales, and 30% of those feature Japanese letters on the back. A replica pinstripe white jersey in kanji font starts at $164.99 and limited editions are slightly more expensive.

“Certainly, we’re seeing more Japanese fans. We’re seeing people bringing Murakami signs,” he said.

‘No. 1 seller’

Grandstand sells custom jerseys and fitted baseball caps at its store a few blocks from Rate Field. The retailer placed a big bet in November, ordering hundreds of Murakami gear.

“We took a gamble on all this before we had even watched him play,” Grandstand Store Manager Miguel Lozano said. “This gamble has been solid and people love him. No question, Munetaka Murakami is the number one seller right now.”

Grandstand has already had to restock inventory, including his top selling custom-made, home pin-stripe jersey with Japanese kanji font that costs $250.

“All of our items sold out by the end of April,” Grandstand owner Stephanie Ganal said.

Business at sports retailers like Grandstand are often tied to the success of local teams. For Grandstand, it’s boom time with the store also seeing an influx of new Japanese customers and media attention.

“We end up with a big boost when there’s love and crazy fandom for a guy like that,” Lozano said. “It’s the same kind of spurt we felt with the Bears this year.”

On opening day, Adams Street Brewery released a Japanese rice lager called Southside Sama, a play on his Japanese nickname Murakami Sama.

The light beer, available on draft and in decorated four-packs, is drawing new customers to the Loop brewery inside the iconic German restaurant The Berghoff.

After the beer was mentioned during a recent Sox pregame broadcast, the brewery’s social media accounts were flooded with inquiries and demand.

“People were literally coming in yesterday just to get the cans,” Andrea Serrano, Adams Street Brewery’s social media and marketing director, told the Sun-Times last week. “We had to restock the fridge twice.”

The brewery has released beers with other Chicago tie-ins. A few years ago it launched Moonlight Showgun, an award-winning Sake beer produced in partnership with The Art Institute of Chicago.

Southside Sama was developed by lead brewers Mark Buchow and Jim Riggs, two die-hard Sox fans. And it’s helping drive food sales at the restaurant.

“Our sales are increasing,” Serrano said. “And with the warmer weather, I think Southside Sama is definitely one of our staples.”

The vibes are certainly different than the last three years when the Sox lost at least 100 games each season, including a modern-day major-league record of 121 losses in 2024.

They enter Friday’s game with a 22-21 record, 1½ games behind the AL Central-leading Guardians and in possession of the second AL Wild Card playoff spot.

“We’re going into every game feeling like we’ve got a shot to win,” Boyer said. “That hasn’t happened the last few years.”