As the Asian Cup revs up once again it is clear that this tournament will attract more attention than ever before from a global perspective. Indonesia, Malaysia, Thailand and Vietnam will host the event in a four-pronged attempt at unity, which hasn't always been the case.
The last finals in 2004 were remembered for the fact that eventual champions Japan were booed everywhere they went in China, a journey that culminated in a bad-tempered final win over the hosts in Beijing.
Pre-tournament publicity and the inclusion of Australia for the first time has lifted interest in Britain as well as a Manchester United story, who are a worldwide brand.
The Red Devils originally arranged an exhibition game in Malaysia only two days after Kuala Lumpur was due to stage one of the semi finals. The Asian Football Confederation (AFC) called the club 'disrespectful', and United had to accept the game's cancellation.
Thailand's military coup and dodgy stadia have also given the governing body headaches. Four hosts mean four times the complications. "You get something from one government, but not another," admitted AFC chief Mohamed bin Hammam.
The problems, though, will all be forgotten when the Thais kick off against Iraq in Bangkok. The capital hosts four of the 16 participants. Groups B, C and D are based in Hanoi, Kuala Lumpur and Jakarta, respectively.
However, all eyes will be on the Aussies who were considered too big for Oceania and are now expected to make a huge impact at the 14th Asian Cup.
"I want people to give us the favourites' tag - because we deserve it," is head coach Graham Arnold's assessment of his sdies chances in typically bullish Aussie fashion.
"A pass for us would be reaching the semi finals, but I'll put pressure on myself by saying a failure is not making the final. I walk past the trophy cabinet in Football Australia every day and it's empty, so it would be nice to put something in it."
"Being favourites for a tournament like this is a new experience for us," admitted Brett Emerton. "There's a lot of expectation from the Australian public, which is first for us.
"We will try and play some sexy football but the conditions are very hot and we have to be smart about the way we play the game. It's just really exciting to be part of this coming from Australia, where football is not the number one sport. We're not used to this."
By''this', Emerton was referring to the ecstatic welcome the Thai public have afforded him and his teammates, recalling that the Socceroos were feted in a manner normally reserved for major music and movie stars when they touched down in Bangkok early this week.
What Emerton and his colleagues may not have realised at the time is that they have earned the esteem of these Asian football fans simply by turning up, particularly as many had feared that Arnold's Europe-based stars might opt out of a tournament that coincides with their English club sides returning for pre-season training.
However, Emerton, Lucas Neil, Mark Schwarzer, John Aloisi, Vince Grella, Tim Cahill, Mark Viduka and Harry Kewell will all be parading their talent at the glitziest Asian Cup yet. "We have a good chance," said Viduka.
"I don't want to be too cocky but we're quietly confident. It's no good us yelling and screaming how good we are though - we've got to show it. For us, there's a big pride factor here. It's our first time in Asia and hopefully we can show how good we really are."
However, Japan are also amongst the favourites as both they and Iran possess a higher ranking than Australia. Japan have won the last two Asian Cups and will be desperate for revenge after Australia beat them 3-1 in last year's World Cup in Germany.
The two could meet in the quarter-finals in either Bangkok or Hanoi, though both coaches would prefer the final in Jakarta on July 29. Much has changed in Japan since that defeat, as bristly Bosnian Ivica Osim has replaced the laidback Zico.
Yugoslavia's 1990 World Cup coach has reversed the Brazilian's policy of giving European-based players free rein. Only two non J-League stars are in the squad and retired talisman Hidetoshi Nakata will be missed.
With the J-League finishing exactly a week before the competition starts then the usual meticulous preparation of the Japanese will be absent. "We'll be going to Vietnam with next to no preparation and with a squad of tired players. It's a novel approach," said Osim.
