Albion used to be thought of almost universally as a rising force in the Premier League.

A ray of sunshine amid the usual suspects of the top seven or eight.

For more than a year they enjoyed a wealth of good publicity – all over the national and international media.

Other clubs took their best personnel, on and off the pitch, and looked at how they do things.

Then, it felt like that glow had faded in the second half of last season.

Some of the criticism was excessive, ill-informed and, it felt at times, almost gleeful.

But even those who know the background and fully appreciate the perspective felt the final weeks of last season had a bit of a “morning after” feel. A bit flat.

So what better place to underline they are still on the way up than with a trip to the land of the rising sun?

Fabian Huerzeler does not have a full strength squad in Tokyo this week.

But it is a great chance to put into practice early work on the training pitch.

To get a spring in the step, to show off new signings and to bring back players who were so badly missed last season due to injury.

As was pointed out to Tony Bloom during Huerzeler’s introductory press conference, there are those who are waiting for Albion to hit the ceiling and “do a Leicester or Southampton”.

Not that either of those clubs are actually doing too badly in the wider scheme of things.

But this trip to Japan radiates ambition and thinking in a forward direction.

Maybe Albion’s rising sun just clouded over for a bit.

On-field results are ultimately the judge but the ambition burns bright.

Chief executive and deputy chairman Paul Barber told The Argus: “We are really looking forward to the trip.

“We have got a huge following now in Japan obviously thanks to Kaoru (Mitoma) and the huge impact he has had on the club and on the Premier League as a whole.

“He has certainly become one of the Premier League’s most exciting players.

“There is a lot of attention for Kaoru in our country and Japan as well as other parts of the world.

“To be able to visit on the back of that interest is obviously special for us.

“It’s the first time the club has visited the Far East and it’s a first opportunity for us to play J-League teams in the national stadium.

“We have also got significant presence in Japan with American Express.

“Japan is one of their most important markets.

“It’s also another important market for Nike.

“And we will also be working with Google there, which is a new sponsor for us for this tour.

“It’s really exciting for us to be working with truly global brands.

“We are also going to be unveiling a new international charity partnership during the trip (with Unicef).

“Obviously, the primary reason to come is for a training camp and it’s a chance to play two important friendlies.

“But there is also a significant fan engagement, commercial and charitable angle which makes it very important for us.”

The business and commercial side is indeed crucial to keeping pace and one hopes the way Albion have kept their house-keeping in order will have its rewards.

Barber said: “We have got some work over here with Nike, open training, Q&As.

“We are doing some player engagement with American Express staff.

“We have fans coming from the UK as well as Tokyo Seagulls and we also believe quite a few travelling up from Australia as well.

“It is going to be just incredible to see how the club’s fan base has developed internationally.

“We had the same with the US last summer and we hope to go back there next summer to build on that.

“It’s also a chance for Fabian and the new coaching staff to get to know the players better, to get to know us better and some of our staff better.”

Albion have more than 60 people in Tokyo, including communication, marketing and commercial staff.

Barber said: “If people think finishing 11th in the Premier League and reaching the last 16 of the Europa League and the FA Cup is a disappointing season for Brighton, then maybe they don’t know Brighton’s history so well.

“We are making significant progress and we are delighted still to be in the Premier League in our eight seasons.

“We are delighted we have a very strong squad coming together for best season.

“We have one of the most exciting young coaches in Europe.

“We have got some of the world’s biggest brands as our sponsors.

“We have got Nike, American Express, British Airways, Heineken, Google in Japan. We are in a very good place.

“It’s a great time in the club’s history.

“I know from speaking to our fans on a regular basis that they know the progress that is being made on and off the pitch.

“Obviously, we are disappointed we didn’t make the top ten but playing in four competitions for the first time was a real learning experience for everybody.

“It was difficult and the injuries made it even more difficult.

“I think everybody is really excited about this season and we are really looking forward to kicking off at Goodison Park in a few weeks.”

Plenty of Japanese fans have visited the Amex in the last couple of years.

The show has now gone on the road – not to mention Tokyo’s public transport.

Barber said: “We have got staff on the metro dressed in Brighton gear.

“There are billboards and a lot of branding: We have got a special merchandise range which is being sold on the tour.

“And obviously the launch of the new home shirt has been perfectly timed for the Japan trip.

“Everything has really come together and there has been a great reaction to the new shirt. Sales are flying.

“If people want to under-estimate us for the season coming up, that’s great.

“We have no problem with that.”