From Crisis to Core: Rakuten Card's 20-year Journey Since Issuance

2025 marked 20 years since the first Rakuten Card was issued! From overcoming a crisis that threatened its very existence, to forging partnerships with Rakuten Ichiba, diligently building customer acquisition campaigns, driving system innovation, and giving birth to "Rakuten Cardman", numerous challenges have borne fruit, transforming Rakuten Card into an industry leader in Japan. With marketing initiatives like the "SPU" Program and "Rakuten Maji-Toku Festival" achieving a huge number of new contracts, Rakuten Card has become a cornerstone of the Rakuten Ecosystem.