Did they try to build new stars? Technically, yes. At their peak they had two attempts at making new dudes but by the time a clearly shot Misawa put over Morishima the decline had already begun.
But, “try to build new stars” insinuates they put actual effort and thought into it, and tried to build new stars in a way that made it seem as though they wanted them to actually succeed, and that’s just not the case.
Rikio ending Kobashi’s reign is one of the biggest errors in the history of the wrestling business. He was a perfectly okay wrestler that had his career ruined with a push he never had any hope of living up to.
After that miss, their next look was Marufuji as Morishima was still just too green, and his run to the title actually felt good, had momentum and logic to it, and the title change is an all-time NOAH moment.
So what do they do? Have his only defense in the country against KENTA in what is a HOT matchup, and INTENTIONALLY put a weak card underneath it to “test” them out as draws at the top, FULL WELL KNOWING the concept of them at the top was going to be a questionable sell to the traditionalists. Maru and KENTA have arguably the greatest match in the company’s history…then a month later it’s old Misawa taking the belt off of him because the intentionally weak card they put out doesn’t do good numbers. Legs cut out from under Maru and his stock as a potential top guy poisoned forever. They’re 2/2 now.
And we’re not just talking about two missteps. We are talking about two dumb decisions of such epic scale and execution that two “young” (Rikio was already in his mid 30’s) guys for the future are damaged forever.
While this is happening, Kobashi gets cancer, and it’s basically a wrap from there on. Morishima’s title win coming a year too late, Sugi’s move to heavyweight happening years too late, turning to Misawa and Taue instead of a still prime Akiyama for a long run etc just pile onto the fire, but the only potential light in the tunnel of the dumb shyt they were doing was Go breaking his losing streak and Kobashi passing the torch to him with a clean job, but instead Go doesn’t get the belt until after Misawa’s death
a full three years after tanking Maru’s potential. And of course, the Maru debacle had KENTA guilty by association, so he never got a chance, either.
So yeah, NOAH did this to itself. It’s crazy to think the guys who were on the receiving end of the grandest generational push of all time had all the pieces available to do it themselves but completely failed at it.