Corporate Philosophy

Contribute to society by creating value through innovation and entrepreneurship

Our corporate mission since founding has been based on the empowerment of individuals and society through innovation and entrepreneurship. We contribute to innovation and the enrichment of society by helping as many people as possible to excel, while providing services that deliver high levels of satisfaction for both users and partner enterprises. Through these activities, we aim to maximize the corporate value and shareholder value of the Group and continue to be a Global Innovation Company.

Rakuten Shugi (Rakuten Basic Principles)

The above corporate philosophy is embodied in Rakuten Shugi (Rakuten Basic Principles). Rakuten Shugi forms the foundation of 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 and Five Principles for Success. Amongst them, the Rakuten Group Code of Ethics, Brand Concepts and Five Principles for Success are crucial to fully understanding Rakuten, so we explain them here.

The Rakuten Group Code of Ethics

Brand Concepts

Five Principles for Success