Supporters of the Japanese women's soccer team are raising their expectations for the squad after the FIFA Women's World Cup kicked off in Australia and New Zealand on Thursday.

A soccer goods shop in Tokyo's shopping district of Shinjuku has set up a section for items featuring the members of Nadeshiko Japan, such as uniforms and photos.

One popular item is the away game sunrise-themed uniform the team is wearing during the World Cup. Shoppers compared the pink-and-purple uniform to the blue one used for home games.

The shop's manager Kawasaki Miyu said she expects Nadeshiko Japan to win the World Cup as it did in 2011 and bring excitement to Japanese women's soccer. She added that she wants to be part of the effort by selling team-related goods.

The FIFA Women's World Cup in Australia and New Zealand is the first to take place in the southern hemisphere. It is also the first to be jointly hosted by two countries.

Thirty-two national teams from around the world will compete in the preliminary round until August 3.

The top two teams from each of eight groups will advance to the knockout stage. The final match will take place on August 20.

Japan will face Zambia on Saturday, Costa Rica next Wednesday and Spain on July 31 in the first round.