Subaru launches Share the Love Event in Japan

Subaru has announced the launch of its ‘SUBARU Share the Love Event’ in Japan, a charitable initiative modeled after a long-running program in the United States. Running from November 19 to December 31, 2026, the program allows customers who purchase or contract a new or used Subaru vehicle at participating dealerships nationwide to select a specific charitable theme.

For every vehicle sold under the program, Subaru will donate 10,000 yen to a partner organization. The initiative features four primary national themes: protecting life (Japanese Red Cross), protecting nature (Nature Conservation Foundation), protecting pets (Animal Donation), and protecting smiles (Make-A-Wish of Japan). Additionally, local dealerships will offer regional themes to address specific community needs.

This expansion builds upon Subaru’s existing ‘One Life Project’ in Japan. The company noted that the original version of this event has operated in the U.S. since 2008, accumulating over $346 million in donations to more than 2,800 charities. Donations for the Japanese program are expected to begin in April 2027.