Japan: reward point service market size 2027

In fiscal year 2023, the loyalty program market in Japan was valued at 2.7 trillion Japanese yen, continuing the upward trend since fiscal 2017. Reward point systems are a common service in Japan offered not only by major companies like Softbank, Docomo and Rakuten, but also by grocery retailers like Lawson and FamilyMart to reward their customers for purchasing products at their stores.

Value of the loyalty program market in Japan from fiscal year 2017 to 2023 with forecasts until 2028 (in trillion Japanese yen)

Characteristic	Value in trillion Japanese yen
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Release date

August 2024

More information

Region

Japan

Survey time period

fiscal year 2017 to 2023; the Japanese fiscal year starts on April 1 of the stated year and ends on March 31 of the following year

Special properties

the market size is based on the total amount of reward points issued

Supplementary notes

*Projection.
**Forecast.

Research targets were service providers, website operators of loyalty programs, and rewarding point issuers.
Loyalty programs or point reward services include those services where customers can use reward points within the specified member companies and groups, as well as those services where the points can be used through aligned member companies across the industries (common point reward services).

Data prior to fiscal year 2023 comes from previous reporting.
100 Japanese yen equal 0.68 U.S. dollars or 0.62 euros as of September 2024.
Values have been rounded.

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