Growing Nagano's Apple Town Iizuna with Rakuten's Assets

Facing population decline, Iizuna, an apple-producing town in Nagano, is partnering with Rakuten to launch new initiatives, including Furusato Nozei ("Hometown Tax"), an official fan club, and spot-work programs. Rakuten has partnered with 55 municipalities in Japan to address regional challenges, and in Iizuna Rakuten has helped quadruple its Furusato Nozei donations in three years and grow its fan club to 3,000 members in under six months. These results reflect the shared dedication of the mayor, local farmers, town officials, and Rakutenians.