Rakuten and FamilyMart Strengthen Partnership: FamilyMart Joins Rakuten Ichiba’s “Super Points Up” Program as First Non-Rakuten Group Participant Company

Rakuten Group, Inc., Rakuten Payment, Inc. and FamilyMart Co., Ltd. announced that FamilyMart will join Rakuten Ichiba’s Super Points Up (SPU) Program as a participating service ^*1, effective July 1, 2026. This marks the first time a company outside the Rakuten Group has been integrated into the SPU program.

As part of this initiative, customers who present their Rakuten Point Card ^*2 (digital or physical) at any FamilyMart store nationwide ^*3 and spend 3,000 yen (tax included) or more in a month ^*4 will increase their Rakuten Points multiplier by 0.5x on their Rakuten Ichiba purchases for the month ^*5. With this addition, SPU’s maximum point multiplier will rise to 18.5x across 17 participating services ^*6.

Rakuten Group and FamilyMart have built a long-standing partnership spanning nearly two decades, starting with the launch of the “Rakuten Books @ FamilyMart pickup service” in May 2007. This foundation led to the integration of several key services, including the adoption of Rakuten Edy e-money in July 2007, the Rakuten Pay cashless payment service in December 2018, the Rakuten Point Card shared loyalty service in November 2019 and the sale of exclusive, limited-edition products ^*7.

As FamilyMart celebrates its 45th anniversary under the slogan ’Ichiban Challenge,’ the company is committed to being the most advantageous convenience store for its customers. Through this initiative, FamilyMart aims to expand touchpoints with Rakuten members, generate new footfall, and revitalize store usage by providing a fun and rewarding offline shopping experience.

Through this SPU integration, Rakuten Group aims to create new value within the Rakuten Ecosystem by promoting cross-use with FamilyMart, which operates a network of approximately 16,000 brick-and-mortar stores nationwide, and to deliver a seamlessly connected online-offline shopping experience.

Rakuten, Rakuten Payment and FamilyMart will continue to strengthen their partnership with a shared commitment to enhancing customer value and expanding their respective service offerings.

Rakuten Point Card + FamilyMart SPU Participation Overview
URL: https://pointcard.rakuten.co.jp/campaign/spu/familymart/ (*Japanese page)
Start Date: July 1, 2026
Point multiplier: +0.5x Monthly Points Cap: 500 points (Limited-time points)
Points Award Date: 15th of the second month following the qualifying Rakuten Ichiba purchase month
Qualifying Condition: Spend 3,000 yen (tax included) or more per month at FamilyMart while presenting a Rakuten Point Card

Notes
*1 A full list of participating services can be found on the SPU page: https://event.rakuten.co.jp/campaign/point-up/everyday/point/
*2 Eligible cards/services include: Rakuten Point Card, Edy-Rakuten Point Card, apps featuring the Rakuten Point Card function (including the FamiPay app linked to a Rakuten Point Card), and the barcode on the reverse of the Rakuten Card. Please note that users must complete the Rakuten Point Card registration by the end of the month in which the qualifying conditions are met. For details on the Rakuten Point Card features, visit: https://pointcard.rakuten.co.jp/guidance/?l-id=rpoint_top
*3 Some stores excluded.
*4 Certain products and services excluded. Purchases are eligible for calculation if the amount (including tax) before discounts is 200 yen or more – even when using Rakuten Points or discount coupons – and provided that at least 1 Rakuten Point is earned by presenting the Rakuten Point Card. For further details, refer to the Rakuten Point Card + FamilyMart section on the SPU page.
*5 Points awarded are limited-time points and are subject to a monthly cap.
*6 As of July 1, 2026.
*7 Limited-edition product sold in September 2021. No longer available.

*Product names, service names and other names mentioned in this press release are generally trademarks or registered trademarks of their respective companies. Trademarks such as TM and ® may be omitted when trademarks are listed in this press release.

About FamilyMart Co., Ltd.
Under the corporate banner of “FamilyMart, Where You’re One of the Family,” FamilyMart Co., Ltd. is one of Japan’s leading convenience store chains, operating approximately 25,000 stores across Japan and internationally, serving as an indispensable part of daily life and local communities.

With the FamiPay app surpassing 30 million downloads, a nationwide digital signage network in over 11,000 stores, and a customer ID base of approximately 55 million linked to in-store purchasing data – one of the largest in Japan – FamilyMart is actively advancing its “Media Commerce Strategy,” integrating its physical store network with digital capabilities.

As FamilyMart approaches its 45th anniversary in 2026, the company operates under the guiding principle of the “Ichiban Challenge.” Through unprecedented challenges unconstrained by conventional thinking, FamilyMart aims to go beyond mere convenience and become a truly indispensable presence in people’s lives. For more information, visit https://www.family.co.jp/english.html.

About Rakuten Group, Inc.
Rakuten Group, Inc. (TSE: 4755) is a global technology leader in services that empower individuals, communities, businesses and society. Founded in Tokyo in 1997 as an online marketplace, Rakuten has expanded to offer services in e-commerce, fintech, digital content and communications to 2 billion members around the world. The Rakuten Group has around 30,000 employees, and operations in 30 countries and regions. For more information, visit https://global.rakuten.com/corp/.

About Rakuten Payment, Inc.
Rakuten Payment, Inc. is a Rakuten Group company established in April 2019 that provides payment and marketing services. Its core services include Rakuten Pay – which achieved first place in customer satisfaction for three consecutive years in the QR code payment category of the Japan Customer Satisfaction Index (JCSI) survey* – as well as Rakuten Point Card, Rakuten Check, and Rakuten Pay for in-store payments. Rakuten Edy, Inc., a subsidiary of Rakuten Payment, operates Rakuten Edy and Rakuten Cash. Rakuten Payment provides customers with convenient and secure payment services, while offering merchants a broad range of payment options tailored to their needs, supported by data-driven marketing programs.

*Rakuten Pay became the first service to achieve first place in customer satisfaction for three consecutive years in the QR code payment category of the JCSI survey (as of July 30, 2025). Japan Customer Satisfaction Index Survey 2025 (Second Edition): https://www.jpc-net.jp/research/detail/007477.html