There is controversy over the official sponsor of the '2025 East Asian Football Federation (EAFF) E-1 Championship' (East Asian Cup) held recently in Korea, with 'APA Hotel' participating.

Professor Seo Kyung-deok of Sungshin Women's University stated, "Many internet users reported it, and upon verification, it was confirmed that 'APA HOTEL' was prominently displayed on the advertising boards during the matches."

'APA Hotel' has been embroiled in controversy for displaying right-wing publications in hotel rooms and lobbies that deny and distort atrocities such as the forced mobilization of comfort women by the Japanese army and the Nanjing Massacre.

The CEO of APA Hotel, Toshio Motoya, personally authored these distorted historical books and faced significant criticism for selling them on the hotel's website.

A few years ago, the Chinese government led a boycott against APA Hotel, which was also joined by many internet users in Korea.

Professor Seo criticized, "It is clearly wrong for a tournament like the East Asian Cup, in which countries in East Asia like Korea and China, who suffered the most pain and sacrifice from Japan in the past, participate, to receive sponsorship from such a company."

He added, "No matter how much financial support a company provides, the organizers should have accurately understood the information about the company before signing a contract."

Furthermore, he emphasized, "The organizers, the East Asian Football Federation (EAFF), should issue an official apology to Asian football fans and take precautions to ensure that such incidents do not recur."