What is Rakuten Furusato Nozei and why did searches jump?

Rakuten Furusato Nozei is Rakuten’s marketplace for Japan hometown tax donations with return gifts from municipalities. Searches jumped 75% on February 2 as media guides spotlighted “popular return gifts,” making choices faster. Clear rankings for salmon, rice, and hamburgers helped convert intent into donations and Rakuten points activity.

Which categories are leading the popular return gifts now?

January coverage showed gourmet items on top, with salmon, rice, and hamburgers ranking highly. These staples are easy to compare, store, and reorder, so they attract both first-time and repeat donors. That mix supports steady conversion and helps municipalities and merchants plan inventory and shipping.

How do Rakuten points affect donor behavior?

Rakuten points create a loop. Donors earn points on Rakuten Furusato Nozei, then spend them across shopping and payments, keeping engagement high. This can raise cross-sell and lower acquisition costs. Investors should also consider point liability timing and breakage when assessing net contribution margins.

What should investors watch to gauge monetization?

Monitor search interest for Rakuten Furusato Nozei, ad density on top gift pages, delivery lead times, and checkout success. Rising card or Pay share and stable inventory signal healthy demand. Regional rankings also matter, as broader city participation can diversify supply and support sustained GMV.

Global Market Insights

February 02: Rakuten Furusato Nozei Surge as Gourmet Gifts Top Ranks

ByDanny Kontos February 2, 2026February 2, 2026

Rakuten Furusato Nozei saw a 75% search surge on February 2 as gourmet “popular return gifts” led rankings. Salmon, rice, and hamburgers drew clicks and donations, lifting activity and Rakuten points earning. For investors in Japan, this trend matters. Strong interest in Japan hometown tax can boost platform GMV, ad exposure, and payments engagement across Rakuten’s ecosystem. We outline what drove the spike, how gift trends shape demand, and which data to watch next for monetization signals.