Engine Failure. Looks like the Fuel Pumps were not supplying enough fuel to get adequate thrust to lift the rocket off of the ground.
It rised a very short distance and fell backwards.
We had that same issue upon Americas entry into the space race.
See if this were the Clinton Administration and the Japanese were Communist the Japanese would have been given the technology to launch that rocket. Once the Clintons received their bribe.
Sarcasm? Japanese (first in 1970) have launched satellites and planetary space missions. This private launch is just a step upward from a rocketry club event.