Diners Club launches new Gold card targeting younger Japanese consumers

Mitsui Sumitomo Trust Club has announced the launch of ‘Diners Club Gold’, the first gold-tier card for Diners Club in Japan, specifically targeting the 20–39 age demographic. The new card is designed as an entry point for younger users to experience the brand, featuring an online-only application process. The annual fee is 11,000 yen, with the first year free and subsequent years waived if the previous year's spending exceeds 1 million yen.

Key benefits for the Gold card include 10x points on specific services such as Starbucks Card auto-charges, Uber Eats, Uber taxi, nosh, Hulu, U-NEXT, mobile phone bills, and public transportation. Additional perks include full cashback for Tabelog Premium monthly fees and a six-month trial of Ikkyu Premier ‘Platinum Member’ status.

As part of a broader restructuring of its product lineup, the existing ‘Diners Club Card’ will be renamed ‘Diners Club Platinum’ in January 2027. This change aims to clarify the brand's tiered offerings, which will now consist of four levels: Gold, Platinum, Premium, and Royal Premium.