# Rakuten consumer ecosystem and promotions in Japan

> Live situation record from CLSTR: https://clstr.news/situations/rakuten-consumer-ecosystem-and-promotions-in-japan
> Updated: 2026-09-10T01:55:49.000Z. Sources: 2. Developments: 2.

Rakuten has implemented various promotional and ecosystem-driven activities within the Japanese market. In August 2026, the company ran its ‘Mega DEAL’ campaign on the Rakuten Ichiba marketplace, which offered a lottery for 100 participants to receive a 100% point back on purchases of at least 3,000 yen.

By September 2026, a survey by MMD Laboratory indicated that Rakuten Points are a dominant force in the Japanese ‘point economy.’ The study found that 58.8% of consumers using common points utilize Rakuten Points, and 31.8% of respondents identified them as the single point system they use most heavily. The survey noted that the Rakuten ecosystem is primarily driven by its e-commerce platforms.

## Timeline

### 2026-09-10: Rakuten Points lead Japanese consumer point ecosystem survey

A survey by MMD Laboratory shows 62.6% of Japanese consumers use point ecosystems, with Rakuten Points being the most widely utilized at 58.8%.

2 sources. https://clstr.news/cluster/rakuten-points-lead-japanese-consumer-point-ecosystem-survey

### 2026-08-18: Rakuten holds Mega DEAL campaign with 100% point back lottery

Rakuten is hosting a ‘Mega DEAL’ campaign until August 21, offering 100 winners a 100% point back on eligible purchases of 3,000 yen or more.

2 sources. https://clstr.news/cluster/rakuten-holds-mega-deal-campaign-with-100-point-back-lottery

---
Cite as: Rakuten consumer ecosystem and promotions in Japan. CLSTR, https://clstr.news/situations/rakuten-consumer-ecosystem-and-promotions-in-japan