If you could compare professional wrestling to any other form of entertainment, it would be the movies. There’s a hero and there’s a villain. It’s the same in wrestling – you want to support the babyfaces and boo the heels. However, whereas films can survive on heroes alone, wrestling cannot, and New Japan Pro Wrestling is no different.
Heels are integral to the industry and, without them, you’re just watching two nice guys fighting for no reason. With heels, there’s a reason to fight and a reason to win.
However, these roles are not fixed. Bad guys can become good and good guys can become bad and that happens no matter which promotion you watch. New Japan Pro Wrestling is no exception. The company has some of the best heels in the industry, but many of them weren’t always the bad guys we’ve learnt to hate.
10. Takashi Iizuka – 2008
When most New Japan Pro Wrestling fans think of Takashi Iizuka, they’ll remember the Suzuki Gun member who was prone to roaming the audiences, biting people and ripping shirts of members of New Japan personnel. However, that was not always the case. At the start of his career, he was a main stable on the mid-card and then, in 2008, started tagging with Hiroyoshi Tenzan as part of Friendship Tag with a series of successive victories.
So, when Iizuka suddenly turned on tag team partner Tenzan with his sleeper hold during an IWGP Tag Team Championship match against Great Bash Heel’s (G.B.H) Togi Makabe and Toru Yano, fans were shocked.
Unlike many wrestlers who turned heel, everything about Iizuka changed once he made the move to G.B.H. He shaved off his hair, grew a villain-esque beard and adapted his style to become a lot more hardcore and extreme. It was also the time where he debuted a new, uncontrollable mad man gimmick that many more recent New Japan fans may associate with Iizuka. He would now make his entrances through crowds violently and started utilising his famous iron glove as his main weapon.
This heel turn was a pivotal moment in his career paving way for the final part of Iizuka’s wrestling career. G.B.H brought out a new side to Iizuka that made his move to Chaos in 2009, and then Suzuki Gun in 2014, a perfect way to end his wrestling career.
9. Kenny Omega – November 2014
Even when Kenny Omega was a full-time member of the DDT (Daily Dramatic Team) Roster, he was well known to New Japan Pro Wrestling fans from 2010. For years, he made appearances in the Jr Heavyweight tournaments and even had a reign as IWGP Jr Heavyweight Tag Champions with Golden Lovers partner Kota Ibushi. He was charismatic, talented and a lot of fun to watch. So, when Omega announced in 2014 that he would be signing a full-time contract, many expected him to be that same person.
However, this was far from the case.
During the November 8th Power Struggle show, the Bullet Club revealed a new addition to their faction. As the masked figure made his way to the ring surrounded by the members in the usual pack mentality, it became a guessing game. However, nobody expected it to be Kenny Omega debuting a new look and being dubbed ‘The Cleaner’.
Kenny had made it clear that he had no intention to join the villainous foreigner stable which made this even more shocking. He’d never seen himself as a Gaijin (foreigner) and wanted to wear the Lion Mark with pride. However, with a new attitude, it was the perfect fit for someone with a chip on their shoulder. Soon, the old Kenny was nowhere to be seen and was replaced with a sneaky, cocky and a sudden disregard for the Japanese fans and culture.
It was one of the most dramatic changes during a heel turn and, although the Kenny Omega is now very different from that man, this decision had a major impact on his life and the future of pro-wrestling.
8. Zack Sabre Jr. – March 2017
Many fans of the UK British independent scene have known about the Technical Wizard that is Zack Sabre Jr for years. Starting his career at the age of 14, Sabre has won titles across the country and becoming a staple of the British wrestling scene. He then travelled the world, competing in promotions such as Noah, Westside Xtreme Wrestling (wXw) and even a stint in the WWE.
This meant that a lot of people were ecstatic when New Japan Pro Wrestling announced that ZSJ would be making his debut at the 45th-anniversary show. More excitingly, his debut match would be against another technical master Katsuyori Shibata for the Revolution Pro Wrestling British Heavyweight Championship. It was a match that appeased many wrestling traditionalists with a mixture of styles.
However, in the ending moments of the match, when it seemed that Shibata was going to retain his title, Suzuki Gun’s leader Minoru Suzuki and member Davey Boy Smith Jr. came out. The duo then proceeded to distract Shibata eventually allowing Suzuki to execute the sleeper hold leading to a Zack Sabre Jr victory. As the match ended and Sabre Jr was handed the title, the rest of the faction made their way to the ring and attacked Shibata. Suzuki then cut a promo welcoming Zack to Suzuki Gun with the official stable photos in the centre of the ring.
Like many entries on this list, there had been no previous evidence that ZSJ’s allegiance would ever go to Suzuki Gun. However, in hindsight, it was the right fit for both parties. With his submission-based skills and cocky attitude, he was a perfect addition to Suzuki Gun and has become an integral member of the faction.
7. Tetsuya Naito – June 2015
Despite the current success and popularity Tetsuya Naito amongst fans, this has not always been the case for the leader of Los Ingobernables de Japon.
When Naito graduated from the New Japan Dojo, there was so much promise for the star with a series of huge victories leading to winning several titles and tournaments.
However, this wasn’t enough.
Viewers soon became bored and almost indifferent to the man who had given his heart and soul to New Japan Pro Wrestling. Many believe that the breaking point was in the lead up to Wrestle Kingdom 8. By winning the G1 in 2013, Naito had earned a main event IWGP Heavyweight title opportunity against then-champion Kazuchika Okada. However, a crowd vote ruined this and replaced his match with the Intercontinental title match between Shinsuke Nakamura and Hiroshi Tanahashi. It was a huge sign about the lack of investment fans had in Naito.
So, after a tour of Mexico and North America teaming with the CMLL faction Los Ingobernables, Naito returned to New Japan in June 2015 with a very different attitude. Unlike the high spirited and passionate wrestler that was bordering average, this Naito was the opposite of what New Japan Pro Wrestling stood for. He was the epitome of apathy and lacked any regard for the fans who had previously booed him.
Like many heel turns, this period was a pivotal moment for Naito. It paved the way for New Japan’s future with Los Ingobernables de Japon and the popularity he gained in the following years and still has to this day.
6. Yujiro Takahashi – May 2014
After the team of Yujiro Takahashi and Tetsuya Naito (No Limit) joined the Chaos faction, the duo seemed to find a new home with their new faction. Even after Yujiro turned on Naito, Chaos was still the perfect fit for Yujiro who continued to get closer to the faction members and settling disputes with his former tag.
However, during this time, Yujiro found himself pushed to the background of the faction. The breaking point was finding himself left off the Wrestle Kingdom 8, Invasion Attack and Wrestling Dontaku Tour. Rifts were starting to show as Yujiro began walking on his partners either during or after matches and had a lot more of an annoyed character making the turn seem inevitable.
However, many did not expect it to happen in such a dramatic faction.
In an IWGP Heavyweight title match on May 3rd 2014, between champion and Chaos member Kazuchika Okada and Bullet Club leader AJ Styles, Yujiro decided to make the switch. Jumping into the ring in and attacking Okada while the referee was distracted. Yujiro hit a lariat on the Rainmaker, showcasing his new Bullet Club t-shirt. This allowed Styles to hit his patented Styles Clash to win the championship.
Although this is one of the most underrated heel turns in New Japan Pro Wrestling history and one people forget about, it was extremely significant. Each faction hopes to hold as many titles as possible. Yujiro costing the title for fellow Chaos member Okada cemented that his loyalty had changed. It also changed the complexion of the Bullet Club in general. Previously, the faction prided itself on being a Gaijin (foreigner) stable. However, Yujiro’s admittance changed this and set a precedent for the future of the faction over the years.
5. Guerrillas of Destiny – July 2018
If anyone ever mentions Bullet Club, many global fans will think of the members of The Elite. However, New Japan fans will always associate the faction with the team Guerrillas of Destiny consisting of brothers Tama Tonga and Tanga Loa. Although the brothers have always been more of the bad guys, it was their heel turn 2018 that will always be remembered by fans.
Since the addition of new members to Bullet Club, such as Marty Scurll, Adam Page and Cody Rhodes aka The Elite, cracks started to show within the different sections of the faction. Not only were the differences in ideology between The Elite and the other members evident, but there were internal rifts in The Elite. To the brothers, this tension was taking away from the core values Bullet Club was meant to stand for.
The attack on The Elite seemed inevitable.
During the G1 Special in San Francisco on July 7th, the Guerillas of Destiny picked their moment to make a statement. During Omega’s post-match comments after his title bout against Cody, G.O.D were joined by their dad King Haku who had a match earlier on the card. At first, it seemed like they were congratulating their leader. However, they then attacked the members of the Elite and even attacked fellow members Chase Owens and Yujiro.
From then, there was a long-standing feud between the newly named B.C. Firing Squad and The Elite. They were joined by the trio of Jay White, Gedo and Jado and were later rejoined by Owens and Yujiro to complete the new and, in some fans eyes, improved Bullet Club.
4. Gedo – October 2018
Although Gedo was originally part of a series of heel factions during his career, including Great Bash Heel, his later years were associated with his role as manager for Kazuchika Okada. During this time, he proved to be vital to the success of the Rainmaker who was winning titles and tournaments left, right and centre. Even when Okada announced during the G1 Climax 28 that he was no longer going to be relying on Gedo, the two seemed to part on respectful terms.
This is what made fans even more surprised when Gedo joined fellow Chaos member Jay White in joining Bullet Club during the Destruction Tour in September 2018.
After Jay attacked Okada during one of the shows, people weren’t surprised. With Jay, it was always a matter of when he would turn on Chaos rather than if. Also, he had always been connected to the Bullet Club whether it was through Prince Devitt and Bad Luck Fale bringing him to the company or his ideology when it came to wrestling. However, when Gedo seemingly came out to save Okada and then proceeded to hit him with a chair, you could see that people were shocked.
Some could say that Gedo’s heel turn by abandoning Chaos and Okada was key to the success of Jay White. Since joining the Switchblade, it has led to IWGP Heavyweight and Intercontinental Championship reigns for White. He allowed New Japan to become the Cut Throat Era and betrayed all the values he had with Okada.
3. Prince Devitt – April 2013
Prince Devitt’s gradual heel turn in 2013 was something that changed the complexion of pro-wrestling completely. It was also something that nobody expected with the star of the Jr Heavyweight division being a firm fan favourite in the company for many years.
Devitt was known for his amazing in-ring abilities which had led him to three IWGP Jr Heavyweight title reigns and also being a two time Best of the Super Juniors Winner. He was also part of the popular tag team Apollo 55 with Ryusuke Taguchi. Everything just seemed to be working, or so everyone thought.
The start of this heel turn came after Devitt’s loss to Hiroshi Tanahashi at the New Japan 41st Anniversary show. He began to adopt a cockier and almost villain-esque person. However, despite having just lost the titles, the duo seemed to still be strong despite this change of personality.
However, inevitably, this new side to Devitt was never going to continue to work with the happy-go-lucky Taguchi. After unsuccessfully challenging Time Splitters (KUSHIDA and Alex Shelley) for the Jr titles, Devitt turned on Taguchi by attacking him. Following the attack, Devitt brought out the debuting Bad Luck Fale as his new bouncer, dubbed himself the ‘Real Rock ‘n’ Rolla’ and the Bullet Club was born.
For many fans, who had supported Devitt, this was a huge shock. It was also a turn that has had a huge impact on the business with the creation of one of the most well-known factions in the world.
2. EVIL – July 2020
The most recent, and probably most shocking, heel turns in New Japan Pro Wrestling has to be EVIL turning on Los Ingobernables de Japon (LIJ) and joining Bullet Club after winning the New Japan Cup.
When Tetsuya Naito returned from Mexico and created LIJ, EVIL was a founding member, helping it to become one of the most popular and successful stables in the company. It is a faction known for being tight nit and working perfectly in whatever combination is put forward for a tag team match.
So, after meeting Naito’s LIJ salute with a Two Sweet after beating Okada in the final of this year’s New Japan Cup, a sea of boo’s echoed around the arena and fans couldn’t believe it. Bullet Club and Los Ingobernables have always been enemies which made the turn even more unexpected.
In hindsight, the heel turn maybe wasn’t as surprising as people made it out to be. Compared to the other faction members, EVIL has always been more willing to break the rules and, whenever tournament seasons arrive, has never been shy of throwing loyalty out of the window. Yet, this didn’t make the turn any easier to digest and it’s still heart-breaking for LIJ devotees across the world. After beating his former faction leader for the IWGP Heavyweight and Intercontinental Championship at Dominion, EVIL leaving LIJ is going to be a turning point for the company,
The future is well and truly going to be EVIL.
1. KENTA – August 2019
When Japanese legend KENTA finally made his way to New Japan Pro Wrestling in Summer 2019, with the help of childhood friend Katsuyori Shibata, reactions from the fans were mixed. By aligning himself with members of the two main factions Hontai and Chaos, he seemed to try his best to win the crowd over.
Unsurprisingly, this didn’t last long.
On the final night of the G1 Climax 29 tournament, KENTA teamed with Chaos members YOSHI-HASHI and Tomohiro Ishii against Bullet Club. During the match, Ishii went to tag KENTA in. However, he just jumped off the ring and then assisted his Bullet Club opponents in getting the win. Then, when Shibata rushed to the ring in anger after seeing his best friend join the ‘dark side’, KENTA ambushed his former friend along with the Bullet Club rendering him almost unconscious. These actions confirmed his alliance with the Bullet Club and cemented himself as one of the company’s newest top heels.
What made this heel turn so good was the subtlety in it. At first, KENTA showed no sign of officially joining any faction and seemed to be on the straight and narrow. So, not only was this heel turn a shock coming seemingly out of nowhere, but the beating he gave Shibata angered fans. However, in the post-match comments, everything became clear. KENTA explained if people were booing him, then he might as well give them something to really hate him for. Bullet Club has always been the faction for the outsiders and those with a disregard for the views of fans.
It was the perfect fit for the real KENTA and was one of the best heel turns the company has seen.
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