Japan Gift Card Market Overview, 2029

The gift card market in Japan has experienced steady growth, driven by the cultural preference for gift-giving, the convenience of cashless payments, and the rise of e-commerce. Gift-giving holds a special cultural significance in Japan, often associated with holidays, business relationships, and social occasions. Traditionally, Japanese consumers prefer cash or specific types of gifts, but gift cards are gaining popularity due to their flexibility, ease of use, and wide range of choices. The gift card market in Japan consists primarily of closed-loop cards from popular brands and retail chains, as well as open-loop cards that allow for broader spending options. Closed-loop cards, such as those issued by major department stores like Takashimaya and Isetan, or electronics chains like Bic Camera, enable consumers to shop for a wide variety of products at these stores. Open-loop cards, typically issued by financial institutions like Visa, Mastercard, and JCB, are versatile and can be used at various retailers, making them a favored choice for corporate gifting and special occasions. Additionally, prepaid cards from online platforms like Rakuten and Amazon are increasingly popular, as they offer the convenience of online shopping. The Japanese market’s unique blend of traditional gift-giving values and modern convenience has positioned gift cards as a convenient yet culturally respectful option.

According to the research report, "Japan Gift Card Market Outlook, 2029," published by Bonafide Research, the Japan Gift Card market is anticipated to add to more than USD 29.56 Billion by 2024–29. A key driver is the rapid growth of e-commerce and mobile payments, supported by the widespread adoption of smartphones and cashless payment platforms. The Japanese government’s push towards a cashless society, partly in response to hosting the Tokyo Olympics, has accelerated the adoption of digital payment solutions. Platforms like LINE Pay, PayPay, and Rakuten Pay make it easier for consumers to buy, store, and redeem digital gift cards on their mobile devices. These digital gift cards provide added convenience and are particularly popular among younger, tech-savvy consumers who value speed and flexibility. Additionally, the rise of e-gift cards has introduced a new level of convenience, allowing customers to send gift cards electronically via messaging apps and email, especially useful for last-minute or remote gifting. Japanese retailers have capitalized on these trends, expanding their gift card offerings to include virtual cards that can be redeemed online or in-store, thereby bridging the gap between traditional retail and e-commerce. Special shopping events such as New Year’s sales, White Day, and Golden Week further boost demand for gift cards, as they provide a flexible option for gift-givers during peak shopping seasons. Japan’s gift card market is thus well-aligned with the country’s ongoing shift towards digital payments and e-commerce, setting the stage for continued growth in this sector.

In Japan, the gift card market has become an integral part of consumer culture, with both closed-loop and open-loop cards serving diverse purposes for personal and corporate gifting. Closed-loop cards, which are restricted to specific brands, are commonly issued by prominent Japanese retailers and entertainment companies, such as Aeon, Rakuten, and the convenience store chains like 7-Eleven and Lawson. These cards are particularly popular during holiday seasons, including New Year’s, Christmas, and Golden Week, as they allow recipients to purchase products or services within a favorite store. Japan’s culture of omiyage (souvenir) gifting also drives demand for closed-loop cards, as they serve as convenient and practical tokens of appreciation. Evolving with Japan’s tech-savvy consumer base, closed-loop cards are increasingly offered in digital formats, making them easy to purchase and redeem both online and in-store. Open-loop cards, backed by networks such as Visa and Mastercard, are also popular in Japan, as they provide recipients the freedom to shop at a wider range of establishments, including restaurants, department stores, and online platforms. These cards are especially valuable for corporate gifting, where flexibility is preferred, enabling companies to recognize employees and clients without restricting their spending options.

Gift card price ranges in Japan cater to a wide array of occasions and budgets, spanning high, medium, and low-value categories. High-value cards, generally over JPY 10,000, are often given for significant life events, such as weddings, graduations, and job promotions, where a generous gesture is customary. These high-value cards are commonly redeemable for premium goods, including luxury brand products, high-end dining, and travel services, making them ideal for special gifts or corporate recognition of high-achieving employees. Medium-value cards, typically ranging from JPY 3,000 to JPY 10,000, are among the most popular gift card options in Japan. They’re frequently given for birthdays, anniversaries, and smaller milestones, allowing recipients to purchase everyday essentials, electronics, and fashion. Brands like Uniqlo, Muji, and Don Quijote offer gift cards in this range, appealing to a broad demographic. Low-value cards, usually under JPY 3,000, serve as tokens of gratitude or thoughtful gestures, often exchanged among coworkers or acquaintances. Low-value cards are also widely used in customer loyalty programs and promotional campaigns, especially within food and convenience store chains, which encourage repeat purchases and customer loyalty with small, accessible rewards.

Japanese retailers and corporate institutions leverage gift cards strategically to drive engagement, customer loyalty, and employee satisfaction. Retailers, including both large department stores and convenience chains, use gift cards to boost seasonal sales, attract new customers, and strengthen brand loyalty, particularly during holiday shopping periods and national events like Golden Week. Digital gift cards are gaining popularity as Japanese consumers increasingly favor cashless payment options; QR-code gift cards redeemable through popular payment apps like PayPay and LINE Pay have become particularly convenient for users. In the corporate sector, companies widely use gift cards for employee rewards and client gifts, seeing them as a flexible, universally appreciated incentive. Many Japanese corporations give gift cards as end-of-year bonuses, holiday gifts, and rewards for achieving sales or performance goals, with open-loop cards frequently chosen for their broad acceptance. Additionally, as remote work becomes more common, digital gift cards provide companies with a convenient and environmentally friendly way to acknowledge remote employees, allowing them to redeem rewards online or in stores. By blending traditional Japanese gifting customs with modern digital trends, the gift card market in Japan reflects a balance of cultural respect, convenience, and versatility, aligning well with Japan’s unique consumer and corporate gifting needs.




Considered in this report
• Geography: Global
• Historic Year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report
• Global Gift Card Market with its value and forecast along with its segments
• Region & country wise Gift Card market analysis
• Application wise Gift Card distribution
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Card Types
• Closed -Loop Card
• Open-loop Card

By Price Range
• High
• Medium
• Low

By Sale Channel
• Offline
• Online

By End User
• Retail Establishment
• Corporate Institution

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to agriculture industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.