Loyalty program market size in Japan FY 2014-2023

In fiscal year 2018, the loyalty program market in Japan was valued at around 1.9 trillion Japanese yen, continuing the upward trend since 2014. Reward point systems are a common service in Japan offered not only by major companies like Softbank, Docomo and Rakuten, but also by convenience stores 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 2023

Value in trillion Japanese yen
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Release date

July 2019



Survey time period

fiscal year 2014 to 2018; 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

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).

1 Japanese yen equals 0.0094 U.S. dollars or 0.0086 euros as of September 2019.
Values have been rounded.
Data prior to FY 2016 comes from previous reporting.

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