Thorpe is widely popular in Asia, particularly Japan. In 2000, TV Asahi identified him as the swimmer likely to be the most successful at the 2001 World Championships in Fukuoka, so they selected him as the event's marketing figurehead. In the lead-up, Thorpe visited Japan to promote Asahi in a series of television events, and upon returning for the competition, he was mobbed at the airport by youthful crowds 25 m deep; hundreds camped outside the Australian team's hotel. He was also praised by older sections of Japanese society as a role model for youth, due to what they interpreted as his humility and work ethic. It was estimated that more than 80% of the Japanese public watched his races on television. In 2002, in the wake of a tourism slump after 11 September terrorist attacks, Thorpe agreed to be an ambassador for the Australian Tourism Commission in Japan. The high-profile campaign included a meeting with the Japanese Prime Minister Junichiro Koizumi. The marketing drive resulted in an upturn in Japanese tourism to Australia, which was credited to Thorpe. In 2005, Yakult released a 'Thorpedo' energy drink—which featured a picture of the swimmer on the bottle—in Japan. This was part of an equity deal with the So Natural food group, in which Thorpe was given a 5% stake in the company—at the time worth A$1.1 m—in return for the use of his name and image on their products. The 15-year deal covers East and Southeast Asia and Thorpe's share in the venture could increase to 50% depending on its success.