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The Ultimate Guide to the B2B Gift Card Market in Japan

Discover the latest trends, top brands, and insights into the B2B gift card industry in Japan

GENERAL FACTS ON

Japan

125M

Population

Tokyo

Capital

Japanese

Official language

Japanese Yen

Currency

National holidays

New Year’s Day, Spring Equinox Day (Shunbun no Hi), Showa Day (29th April), Constitution Memorial Day  (3rd May), Greenery Day (4th May), Children's Day (5th of May), Marine Day (3rd Monday of July), Mountain Day (11th August), Respect for the Aged Day (3rd Monday of September), Autumnal Equinox Day (Shūbun no Hi)

Japan gift card market size

The gift card market in Japan has experienced significant growth, with a Compound Annual Growth Rate (CAGR) of 9.2% between 2018 and 2022. Projections indicate continued expansion, with an expected CAGR of 6.6% from 2023 to 2027. By 2027, the market is forecasted to reach US$ 27.70 billion, up from US$ 19.83 billion in 2022.

Growth trends over the past few years: Japan's economy faced challenges due to the Covid-19 pandemic, resulting in various government initiatives to stimulate economic recovery. These measures have had a positive impact, leading to a more optimistic business outlook.  Japan’s aging population and cash-based culture have slowed gift card adoption compared to Western markets. However, the rise of mobile payment systems (like PayPay and Rakuten Pay) is accelerating digital gift card usage. 

Japan's ongoing work style reforms aim to address gender disparity in the workforce, particularly low female labor participation rates. As part of these reforms, companies are increasingly offering benefits, including gift cards, to attract and retain employees. Moreover, the reforms encourage longer employment beyond the retirement age, celebrating employees' long-term dedication to their workplaces.   

Country gift card market size

Japan gifting traditions

Gift-giving is an essential part of Japanese culture, emerging over centuries of social interactions. rooted in centuries of tradition. Originally, gifts were offerings to gods, symbolizing gratitude for the sustenance provided by nature. Over time, gift-giving evolved into expressions of gratitude between people, fostering social bonds.   


There are two main gift-giving seasons in Japan: Ochugen in July and Oseibo in December. These occasions deepen connections and emphasize social rank.   


During Ochugen, gifts are exchanged between close acquaintances, often from a younger to an older person or someone of higher rank. Oseibo, the winter gift-giving season, focuses on repaying favors received during the year, typically with consumable gifts. Companies often invest heavily in gifts for clients and customers, seen as gestures of appreciation. 

  

Gift etiquette is important: gifts should be initially refused, then accepted with both hands. Opening gifts in front of others is impolite. Sets of four and nine gifts should be avoided, while gifts given in other odd numbers such as in sets of eight and three are considered lucky. 


Gift-giving in Japan is a celebration of appreciation, respect, and generosity, with a third type of gift known as Okeashi—thank-you gifts—reinforcing the reciprocity deeply ingrained in Japanese culture. 

Gift card regulations in Japan

Here are some examples of regulations to be found in Japan as of November 2023: 

You may not: 

  • Purchase a gift card from an unauthorized third party as we cannot guarantee that they are legitimate. 

  • Sell or exchange a gift card for cash or for any other prepaid payment instrument. 

  • Gift cards are non-refundable and non-returnable, subject to the exemptions under applicable law. 

It's important to note that regulations may change, so always check the latest guidelines with Japan's government or appropriate regulatory bodies. Moreover, the specifics and prerequisites might differ based on the gift card type, its provider, and other considerations.

If you're considering buying or utilizing gift cards in Japan, ensure you read the issuer's terms and conditions and consult with legal experts if necessary

Popular gift cards in Japan

Popular gift card brands
  • Amazon: Explore a vast selection of products and surprises with an Amazon gift card, offering a treasure trove of options. 


  • Aeon: Discover one of Japan's most eclectic general stores with an Aeon gift card, offering a wide range of products from household goods to electronics, fashion, and more. 


  • Starbucks: Enjoy the rich flavors of freshly brewed coffee with a Starbucks gift card, providing a delicious experience for caffeine enthusiasts. 


  • Muji: Embrace minimalist elegance with a Muji gift card, offering a diverse selection of high-quality, functional goods for the home, wardrobe, and beyond. 


  • Netflix: Immerse yourself in captivating entertainment with a Netflix gift card, providing access to a wide range of Japanese and international movies, series, and anime. 


  • Nintendo eShop: Embark on gaming adventures with a Nintendo eShop gift card, allowing Japanese gamers to download and enjoy a variety of Nintendo games and content. 


  • Rakuten: Discover endless possibilities with a Rakuten gift card, granting consumers access to a diverse marketplace of products, services, and digital content.  


  • Tokyo Disney Resort: Experience the magic of Disney with a Tokyo Disney Resort gift card, offering unforgettable adventures at Disneyland and Tokyo DisneySea. 


  • Demae-can: Enhance your dining experience at home with the convenience of Demae-can, the perfect gift card for those who savor flavors from local favorites to global cuisines. 


  • Uniqlo: Need to update your wardrobe? Look no further as Uniqlo gift card, provides you access to high-quality, stylish apparel for every occasion. 

  

Benefits of B2B gifting in Japan

In the dynamic landscape of Japanese business, B2B gifting isn’t just an exchange – it’s a beautiful strategic move that can enhance relationships, uplift team morale, and sprinkle a touch of marketing magic. 

 

Successful management of B2B gifting relies on the understanding that giving is a cultural currency. It’s more than closing deals; it’s about weaving connections, and a well-chosen gift can be great for nurturing these connections.   


In business relationships, a thoughtful gift can solidify a partnership. Once more, it is not a simple transaction, it is about camaraderie, a small token to lighten the mood and sweeten the deal.   


Next, employee recognition – a crucial aspect of corporate culture. In Japan, where there’s a very robust work ethic, acknowledging your team’s efforts isn’t just a pat on the back; it’s a boost to morale. 

 

Let us not overlook the marketing impact. B2B gifting’s essence isn’t in the contents of the package; it’s all about the ripple effect. A gift can be a subtle yet powerful note that resonates across digital platforms, transforming your brand into a conversation starter.   So in the end, it’s about integrating your brand into the narrative of appreciation, partnership, and gratitude. A well-chosen gift is a gesture of mutual respect and appreciation. 

The Global Gift Card 

Looking to navigate Japan’s formal and highly respectful corporate culture? Business gifting during “Oseibo” or on project completions shows regard and strengthens trust. With GoGift, your gesture will reflect the precision and sincerity that defines Japanese business etiquette.

Physical and digital versions of The Global Gift Card
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