This Asian combat sports promoter wants to crack the U.S. market -- without the bloodlust and trash-talking

First they were seen as cage-fighting meat heads. Then testosterone-fuelled trash talkers wearing expensive suits. Could 2023 be the year mixed-martial arts in the United States finally returns to its pure, humble beginnings nurtured in Asia nearly 5,000 years ago?

First they were seen as cage-fighting meat heads. Then testosterone-fuelled trash talkers wearing expensive suits.

Could 2023 be the year mixed-martial arts (MMA) in the United States finally returns to its pure, humble beginnings nurtured in Asia nearly 5,000 years ago?

"Our mission is not to stage the biggest, bloodiest fights and have two athletes cuss at each other. That works — for a certain type of audience and consumer," said Hua Fung Teh, president and co-founder of Singapore-based MMA promotion agency One Championship, broadly seen as Asia's answer to industry behemoth UFC, which is part of the Endeavor Group and will be merging with World Wrestling Entertainment.

More than a decade since its inception, One is set to make its U.S. debut in Broomfield, Colorado on Friday. The sold-out event stars incumbent flyweight champion Demetrious Johnson, considered one of the pound-for-pound greatest MMA fighters of all time.

"I can't wait for the U.S. fans to be exposed to true martial arts. Fighting on American soil, it's amazing to be able to headline this landmark event," said the former long-time UFC champion, who joined One in 2018.

"Mighty Mouse" Johnson will face preceding champion Adriano Moraes in a trilogy fight. The pair boasts a win apiece. Other crowd-pulling fighters include Rodtang Jitmuangnon and Stamp Fairtex of Thailand, and former UFC star Sage Northcutt.

What "true martial arts" means in new-era combat sports is certainly up for interpretation. Teh used One's longstanding mantra to explain theirs.