Furusato Nozei publicity costs reach 9.3 billion yen in Japan

A study by Lumiere Co., Ltd. reveals that publicity expenses for the Furusato Nozei tax donation system in Japan are projected to reach 9.3 billion yen for the 2025 fiscal year. This represents an increase of approximately 40 percent from the previous year's 6.6 billion yen.

Of these publicity costs, 81 percent, or 7.6 billion yen, are payments made to portal site operators. The total amount paid to portal site operators across all 1,788 surveyed municipalities is 243.3 billion yen. When excluding costs for procuring and shipping return gifts, the remaining 149 billion yen covers publicity, payment processing, and listing commissions.