But Lane is quick to point out that it isn’t his merchandise that his face is featuring on; the T-shirts, stationery and even the beer is for Lys Gracieux – the powerhouse mare that carried him to a Takarazuka Kinen, Cox Plate and Arima Kinen in the space of six life-changing months.
“The horses are the stars of the sport, they should be recognised as that, and they are here in Japan,” he says. “When you are at the races people are yelling for the horses. Sure, people are fans of jockeys, but it is mostly about the horses and it creates a different atmosphere – the crowd are all there for the racing, they are all there for the horse.
The horse is really celebrated in Japan and it is a great aspect of racing here.
“In Australia, 20 percent for the races, 80 percent for the party, and then 50 percent of them don’t see a race. The horse is really celebrated in Japan and it is a great aspect of racing here.”
In Australian racing, where ‘larrikin’ jockeys are celebrated and big personalities rule, Lane’s calm and serious persona could perhaps be seen as a negative. He could be misunderstood as someone that lacks competitive fire or ambition, even if the feature wins and premiership placings suggest otherwise.
In Japan, there is a word that sums up Lane’s qualities, majime (まじめ) – meaning serious, earnest, hard-working and honest – and his stoicism here is seen as an overwhelmingly positive attribute.
Australian commentator Murray Johnson has been in Japan for more than 30 years and says that even though Lane’s results during that first stint rocketed him into stardom, it has been his manner since that has solidified his reputation among Japanese connections and an adoring fanbase.
“They embrace both the ability, but also the humility,” Johnson says. “Damian is thankful, appreciative and polite. He isn’t gregarious and what you see is what you get. He is a credit to his family and to his West Australian upbringing.”