# Japanese e-commerce promotional sales events

> Live situation record from CLSTR: https://clstr.news/situations/japanese-e-commerce-promotional-sales-events
> Updated: 2026-10-02T02:31:23.000Z. Sources: 4. Developments: 2.

Japanese e-commerce platforms have announced several large-scale promotional shopping events for late 2026.

In early September, au PAY Market scheduled the ‘Point Cho-Cho Matsuri’ event, which offered customers various ways to earn Ponta points. Depending on membership status and specific daily promotions, customers could receive point returns of up to 46%, with a cap of 5,000 points. The event included specialized sales for sports, outdoor gear, and groceries.

By October, promotional activity expanded to include Rakuten Ichiba alongside au PAY Market. Rakuten launched its ‘Genre Matsuri’ series focusing on fashion, food, daily necessities, and home appliances, featuring coupons of up to 50% off. Concurrently, au PAY Market held its ‘Santaro no Hi’ and ‘Okaimono Rally’ events, offering discounts of up to 50% on seasonal goods and introducing a new membership rank system to increase point redemption rates.

## Timeline

### 2026-10-02: Rakuten and au PAY Market announce major October sales events

Japanese e-commerce giants Rakuten Ichiba and au PAY Market are launching major October sales events featuring discounts of up to 50% and significant point redemption rewards.

3 sources. https://clstr.news/cluster/rakuten-and-au-pay-market-announce-major-october-sales-events

### 2026-09-08: au PAY Market to host Point Cho-Cho Matsuri shopping event

au PAY Market will host its “Point Cho-Cho Matsuri” from September 9 to 13, 2026, offering up to 46% in Ponta point returns and various store discounts.

2 sources. https://clstr.news/cluster/au-pay-market-to-host-point-cho-cho-matsuri-shopping-event

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Cite as: Japanese e-commerce promotional sales events. CLSTR, https://clstr.news/situations/japanese-e-commerce-promotional-sales-events