About Us

In Japanese, Rakuten stands for “optimism.”
This philosophy lies at the core of our brand.

"Walk Together" expresses our dedication to building a better,
more optimistic future by empowering individuals, businesses and societies to realize their dreams.

We embrace new and disruptive ideas, are committed to acting on them
and have the operational agility to implement and deliver at speed.

We walk together with our partners, making progress today
towards a more optimistic tomorrow.

Our Services

Serving users worldwide through businesses based in
30 countries and regions

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Our Strengths

Rakuten Group has 70+ businesses and About 1.8 billion members across the world.
This is what makes us strong.

An ecosystem of services
with membership at the core

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Rakuten Group’s 70+ businesses span a broad range of online and offline services, including e-commerce, travel, digital content, fintech, such as credit cards, banking, securities, insurance, electronic money and smartphone app payments, communications, including a mobile carrier service, and professional sports. Linking these diverse services through a common membership and loyalty program, Rakuten has created one of the world’s most unique and robust ecosystems.

By using these services – whether shopping, streaming content, banking, or other – members can earn Rakuten Points, which can then be used to enjoy other services. As it enables and encourages user engagement across multiple platforms and services, the Rakuten Ecosystem is a unique strength that minimizes customer acquisition costs and maximizes the lifetime value of each Rakuten member to the Group and drives growth of gross transaction value (GTV). More than 100 million based in Japan can now easily access services across the Ecosystem using a single Rakuten member ID. We look forward to expanding the Ecosystem to encompass all of our About 1.8 billion global users.

Data, AI
and empowerment

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Data, the technological capacity to analyze it effectively, and the passion to empower society with these resources are all Rakuten strengths.

As Rakuten members engage with Rakuten Group services across many facets of their lives, massive volumes of data are generated every minute. We’re championing innovation that draws on this wealth of data to improve the online experience of all of our members.

Our research arm, the Rakuten Institute of Technology, based in five locations across the globe, is pioneering efforts to develop artificial intelligence (AI) solutions to analyze and leverage data accurately, efficiently and safely. We are also strengthening our development teams by hiring data scientists that specialize in data, as well as assigning dedicated resources to promote the adoption of AI throughout the business.

Since its founding, Rakuten’s many innovations have been guided by our passion to empower people and society. Rakuten Ichiba embodies that passion: this revolutionary service brings together diverse and unique merchants to create a vibrant and lively online shopping mall.

Personalization through intelligent use of data and AI represents the next level of empowerment. As we create tailored services that adapt to the varying needs and lifestyles of our diverse members, the future of shopping itself continues to evolve. Data, AI and our passion for empowerment continue to drive the generation of innovative and competitive services.

A diverse, dynamic
and open corporate culture

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What distinguishes Rakuten from its competitors is an open and dynamic corporate culture that fosters the exchange of diverse ideas. The company’s workforce is made up of talented employees from more than 100 countries and regions. Established systems ensure that each of them can reach their potential. Communication across national and organizational borders is made easier with the renowned and revolutionary company policy that made the official internal language English, as first announced in 2010.

Other initiatives, such as a long-standing tradition of holding weekly all-hands Asakai meetings to share business strategies with all employees, an open-plan office layout to encourage transparency and communication and a common Group-wide video conferencing system, also help Rakuten’s diverse employees to share information and collaborate freely.

By constantly reviewing and improving internal organization and operations, systems are fine-tuned to boost productivity and allow the creation of new businesses. “Project 6” is one example: the program assigns groups of just six people to develop new businesses—a practice that refers back to Rakuten’s own foundation as a company with just six staff in 1997.

In this way, Rakuten places a high value on operational excellence and the power of the organization to innovate. With a corporate culture that fosters the drive to create new businesses and empowers employees to take action, the Rakuten spirit of entrepreneurship enhances our competitive strength.


Global Innovation Company:
Empowering people to realize their dreams

Hiroshi Mikitani
Chairman and CEO
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Since we founded Rakuten in 1997, we’ve been guided by the idea of ‘optimism.’ For us, optimism has a special meaning. It’s not simply a faith that the future will be better; it’s an understanding that we can make the future better by what we do today.

Rakuten is always innovating, evolving and experimenting to create a better future. Everything we do empowers people, businesses and society through innovation and entrepreneurship.

We were the first company in the world to successfully launch a merchant-focused e-commerce marketplace, at a time when no one believed people would ever buy or sell over the internet.

Today, our global ecosystem has grown to encompass more than 70 businesses across e-commerce, digital content, communications and fintech. Through these, we empower the communities in which we operate and our thousands of merchants and partners, and bring the joy of discovery to 1.8 billion people worldwide.

Globally, we challenge the status quo by investing in new business models and start-up talent, from new open platforms for e-commerce, to experiments with drones, chatbots, deep learning and AI. We also lead Japan on improving data management and privacy standards.

Our global footprint continues to grow, and I am truly inspired by the talent that chooses to work with us every day, both within the Rakuten family and in start-ups, academic institutions and partner businesses around the world.

Chairman and CEO
Hiroshi Mikitani

Sports and Entertainment

Empowering Communities through Our Valued Relationships

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A diverse team representing
100+ nationalities

Rakuten Crimson House
Rakuten Crimson House is an open and functional workplace where people and ideas thrive. We believe that creative innovation is born from open communication.
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Company Information

Rakuten Group, Inc.
Rakuten Crimson House
1-14-1 Tamagawa, Setagaya-ku, Tokyo, 158-0094
Chairman and CEO,
Hiroshi Mikitani
February 7, 1997
May 1, 1997
April 19, 2000
Capital:446,768 million yen (as of Dec. 31, 2023)
Articles of Incorporation
      Consolidated: 30,830
       (as of Dec. 31, 2023)