Rakuten, Inc. (“Rakuten,” Chairman and CEO: Hiroshi Mikitani, Head Office: Shinagawa-ku, Tokyo) has announced to launch a point exchange program partnering with American Express International, Inc. (“American Express,” President: Robert A. Siedell, Head Office: Suginami-ku, Tokyo) from Wednesday, June 1st involving the “Rakuten Super Points” program managed by the former, and the “Membership Rewards” program managed by the latter.
Currently, the Rakuten Super Points are exchangeable with other point programs offered by approximately 50 partner companies, including credit card companies, travel agencies, telecom companies, and drug stores. With the commencement of a point exchange program with American Express — which enjoys an established reputation as an issuer of premium credit cards — there is great anticipation for increased opportunities in the use of Rakuten's various services as well as improvements to the loyalty program.
Rakuten will continue to build up its base of point program partners and provide valuable services and campaigns for its members.