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About Us

Corporate Philosophy

"Empowerment" of individuals and society through the Internet.
Our basic business philosophy calls for the empowerment of individuals and society through the Internet. We contribute to social innovation and enrichment by creating growth opportunities for as many people as possible through the provision of services that ensure a high standard of satisfaction for both users and partner enterprises. Through these activities, we aim to maximize shareholders' value and corporate value of the Rakuten Group, and to become a truly global Internet service company.

Rakuten Shugi (Rakuten basic principles)

The above corporate philosophy is embodied in Rakuten Shugi (Rakuten Basic Principles). This forms the foundation of the Rakuten Group, and is an important way of thinking to guide all officers and employees. Rakuten Shugi consists of The Rakuten Group Code of Ethics, Eight Shared Worldwide Practices, Brand Concepts, Five Principles for success, and Brand Concepts. Amongst them, Brand Concepts and Five Principles for Success are important concepts to fully understand Rakuten, so we explain them here.
  • Brand Concepts

    Brand Concepts
    Brand Concepts represent values that we aim to realize through the businesses and other activities of Rakuten Group.
  • Five Principles for Success

    Five Principles for Success
    Rakuten Group has an unswerving commitment to building an egalitarian society by empowering individuals and companies to be successful in business and in life. The Five Principles for Success are designed to keep each of us on track, to ensure we make continuous progress toward our ultimate goals.
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