As one of Japan’s most gifted exports in recent memory, Takefusa Kubo is no stranger to transfer speculation. But this summer, the noise is beginning to turn into substance — with a £51m (€60m) buyout clause, a new agent, and rising interest from the Premier League and La Liga rivals alike, the 23-year-old is shaping up to be one of the most talked-about names in the market.

A Price Tag Set in Stone

Real Sociedad have made their stance clear: unless a club is willing to pay the full release clause, there will be no negotiations. That’s €60 million — or just under £51 million — for a player who, despite some inconsistencies this season, remains one of La Liga’s most watchable attacking talents.

Kubo’s numbers this term — 7 goals and 4 assists in 52 appearances across three competitions — might not jump off the page, but in a Real Sociedad side that struggled for creative identity, the Japanese international remained a relentless outlet, particularly when fit.

With his contract running through to 2029, Sociedad are under no pressure to sell. But multiple reports suggest the club is also conscious of their inability to offer European football next season, a factor which could weigh heavily on Kubo’s mind — especially as he enters his prime years.

The Premier League Temptation — and New Agents

According to El Desmarque. interest from the Premier League — particularly from Liverpool and Arsenal — has intensified. In a sign that a move is indeed on the horizon, Kubo has switched representation to the German-based agency Sports360, a firm known for handling high-profile international moves. Spanish outlet Diario Vasco reported that the agency change was a “decisive move” with the summer window in mind.

And yet, it’s not only the Premier League calling.

Atlético Madrid: Asian Market and Sporting Ambition

According to sources contacted by Football-Asian, Atlético Madrid have quietly placed Kubo alongside Lee Kang-in on a shortlist of strategic targets. With Ángel Correa expected to depart, and the club entering a period of squad rebuilding under Diego Simeone, the Rojiblancos see Kubo not only as a replacement on the pitch — but also as a key to unlock the Asian commercial market, an area Atlético are reportedly eager to penetrate more deeply.

“The club sees Asia as its next major growth opportunity,” said a source familiar with Atlético’s recruitment plans. “And Kubo, together with someone like Lee, would position the brand extremely well — especially in Japan and South Korea.”

Atlético are also said to value Kubo’s experience in La Liga, his tactical discipline, and his ability to operate on either flank or in a central attacking role — versatility that would fit seamlessly into Simeone’s adaptable, high-intensity system.

The Madrid Clause Complication

Complicating matters is Real Madrid’s 50% sell-on clause. For every euro Sociedad earn from a future Kubo transfer, half will be sent to the Bernabéu, meaning that the Basque club would net only €30 million on a full release payment. That, insiders believe, is why Sociedad are so firm in demanding the entire €60m — any discount would render the sale financially meaningless from their perspective.

There is also the intangible value Kubo brings: as Mundo Deportivo notes, his ambassadorial presence in the Japanese market remains a lucrative pillar of Sociedad’s global strategy. Matchday viewership, merchandise sales, and brand exposure in East Asia have all grown significantly since his arrival.

A Summer of Change

With manager Imanol Alguacil stepping down, and midfield linchpin Martín Zubimendi likely to depart, Kubo’s decision could form part of a broader changing of the guard in San Sebastián. Whether he chooses the Premier League’s glare, the familiarity of La Liga, or a new chapter entirely, one thing is clear: his next move will be as much about brand as it is about ball.

For now, the price is set. The stage is ready. All that remains is for someone — Liverpool, Arsenal, Atlético or another giant — to blink first and pay the fee.