Breaking taboos: Japanese Olympic swimmer Ito Hanae wants you to know it's OK to talk, period

It was the flash quote heard around the world.

In a post-race interview of the women’s 4x100-metre medley relay at the Rio 2016 Olympic Games, Chinese swimmer Fu Yuanhui came out and said she was suffering from cramps due to her period that had started the previous day.

Fu’s frankness to touch on what was - and still is, perhaps - a taboo subject in the sporting community earned her kudos from all corners of the globe.

Two-time Olympian Ito Hanae - who retired after London 2012 - was asked by a Japanese magazine to pen a column on Fu based on her experience as a top-level swimmer.

Intrigued by the story that was unfolding, Ito took the offer without thinking much of it. She had no idea at the time what waves her words would make.

“At first, I was kind of surprised someone spoke about the subject so openly,” Ito recalled during an interview with Olympics.com. “But then I thought, 'Well if she’s doing it, why not chime in?'

“I kept it simple, writing about my experiences because I really struggled with it myself when I was competing. But I didn’t think it was that heavy a topic or anything that would get a whole lot of attention either.

“Then it was all over Yahoo, everywhere. Suddenly I became, like, the period person.”

Fast forward to 2023 and Ito is now somewhat of an authority on menstrual issues in Japan with respect to athletes and sports.

Two years ago, she launched the 1252 Project - coined after the 12 weeks women cope with menstruation out of the 52 weeks in a year.

The project aims to educate women and men on the various challenges periods pose to female athletes as well as their connections, be they family, friends, coaches or team-mates.

Ito has garnered the support of Olympic champions like four-time wrestling gold medallist Icho Kaori, judokas Nomura Tadahiro and Inoue Kosei, and hammer throw champion Murofushi Koji, the current Japan Sports Agency chief, and others.

Ito Hanae starts conversation in Japan about women's health

The project has been picked up by numerous Japanese media outlets. Forbes Japan has recognised 1252’s work, anointing them a pioneer in the field of sports.

The prestigious University of Tokyo Hospital is a partner whose Dr. Nose Sayaka is one of the brains behind the team.

While Ito may now be in a position to educate, she will be the first to tell you that she has been doing more learning than anyone. Both women and men need to be better informed, she says.

“It’s interesting because I’m a woman but I never really noticed how much women’s health was not being discussed,” said the 38-year-old.

“It was almost a given, normal to not be educated on the issue during my time. But once I started writing about it, I became aware of so many things. I learned a lot myself.

“Women’s health, as I’ve come to understand, is very specialised. The varied responses I've been getting - I had no idea just how many different kinds of people I was reaching.

“I thought that maybe it is important to properly address the subject. Ultimately, we do need men to understand everything but - at the same time - there are many women who don’t understand either. I think we need to improve our literacy just as much.”

Ito knows the pain firsthand. A freestyler and backstroker, she swam on the sport's biggest stages - the Olympic Games and World Championships - which would often coincide with her 'time of the month'.

She would be irritable, put on weight and bloat, and crave salty food. But back then, the unwritten code was to not talk about it.

Ito was not under pressure of any kind from anyone. She just dealt with it.

“I didn’t know anything. If you’re a girl, it happens. End of story. Everyone just accepted the fact that it affects you.

“We all thought it was normal and didn’t know you could deal with these symptoms like today. You really didn’t know who was having her period. Among us athletes, we didn’t talk about it.

Japan's gender disparity

Japan remains far behind the rest of the world in terms of equal female representation. According to the 2022 Gender Gap Report by the World Economic Forum, the country ranked 116th out of 146.

In Japan, some 70 per cent of coaches are male, according to Ito.

Ito wants to make clear that she is not on a feminist mission. The end game of the 1252 Project is not to stir up some shallow debate between sexes, that women know and men don’t know.

Men will certainly have to step up given gender disparity in Japan, but the aim is to inform the entire public as much as possible on menstruation issues by always keeping their door open and hearing people out.

Ito also points out that the taboo surrounding periods is not unique to Japan. There are obstacles throughout the world with factors like cultural, societal values and religion coming into play. There is no magic formula or one-size-fits-all solution, she says.

“I haven’t done a proper study but, based on feel, I think the support is relative to each and every country. That’s why it starts with everyone being able to access a certain level of basic information, and sharing that."

Ito said based on the overwhelming feedback so far, athletes wants to know. Their parents, coaches and students all want to know.

But many of them consider menstruation a very private, secret matter they are understandably hesitant to discuss. Many of them want to talk about it but simply do not know how or where to start, and that's where the 1252 Project can come in.

Ito hopes to create a system where essential information and counselling are readily available, 24/7 to anyone. With a hearty laugh she says it might take "100 years" but that is her ultimate wish.

“Our goal is that we disappear one day,” Ito said. “If what we’re doing and what we know becomes common practice and knowledge, then we won't be needed - and that would be a good thing."