Japanese companies announce loyalty program changes and regional campaigns

Several major Japanese companies have announced changes to loyalty programs and consumer campaigns. NTT Docomo is implementing significant revisions to its d-point rewards. Starting in December 2026, the calculation method for its 'Poikatsu' plans will change, effectively reducing the points earned by subtracting the reward value from the base calculation amount. Additionally, the standard d-card will see its reward rate halved from 1% to 0.5% starting in January 2027, and the annual fee will become conditional upon usage.

PayPay is expanding its regional presence through various municipal campaigns and digital gift certificate programs. These initiatives, spanning regions such as Akita, Tokyo, and Miyazaki, offer residents various levels of point returns or premium digital vouchers to encourage local spending.

In the service sector, KDDI has launched a collaboration between Ponta Pass and Recruit’s HOT PEPPER Gourmet, offering guaranteed point rewards for app reservations through September 2026. Meanwhile, Mitsui Sumitomo Card is running a campaign through October 2026 providing a 10% reward for first-time users of the card via PayPay.