Shogi is very present at japanese culture. Too many books, manga, anime or movies have a narrative about shogi or include it as an element.
On of the most famous manga around the world, Naruto ナルト, showed us Shikamaru and Asuma playing together.
Too many foreigners started to learn about shogi when they saw this scene in the anime show. Even an actual womens professional player Karolina Styczyinska1 got interested in shogi thanks to this manga.