Japan: reward point service market size 2027

In fiscal year 2022, the loyalty program market in Japan was valued at 2.5 trillion Japanese yen, continuing the upward trend since fiscal 2014. 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 Family Mart to reward their customers for purchasing products at their stores.

Value of the loyalty program market in Japan from fiscal year 2014 to 2022 with forecasts until 2027 (in trillion Japanese yen)

Characteristic	Value in trillion Japanese yen
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Release date

October 2023

More information

Region

Japan

Survey time period

fiscal year 2014 to 2022; 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 2022 comes from previous reporting.
100 Japanese yen equal 0.66 U.S. dollars or 0.63 euros as of November 2023.
Values have been rounded.

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