Rakuten Brand Concepts represent values that we aim to realize through the businesses and other activities of Rakuten Group. All the employees working in Rakuten Group must understand and identify with these Rakuten Brand Concepts.

Rakuten Brand Concepts

Rakuten Brand Concepts Rakuten Brand Concepts represent values that we aim to realize through the businesses and other activities of Rakuten Group. All the employees working in Rakuten Group must understand and identify with these Rakuten Brand Concepts.

Principles for Success

Principles for Success Our commitment to executing Rakuten's Brand Concepts is unwavering. We have put in place the Principles for Success to enhance our commitment to "the Rakuten Objectives" and improve our execution. Rakuten employees all over the world are required to understand the Principles for Success and clearly reflect them in their daily activities.