December 18, 2023
  • Rakuten Card Co., Ltd.

Rakuten Card Surpasses 30 Million Cards Issued, Achieves First “Triple Three” Mid-term Target

Tokyo, December 18, 2023 - Rakuten Card Co., Ltd. today announced that the total number of cards issued to Rakuten cardholders has surpassed 30 million as of December 2023*1. This watershed moment marks the achievement of the first of the company’s three “Triple Three” mid-term targets.

To celebrate the milestone of 30 million cards issued, a commemorative campaign will be held starting from December 18, 2023*2.

Since launching in July 2005, Rakuten Card has proactively conducted a variety of initiatives to promote cross use between Rakuten Group services and accelerate the adoption of cashless payments both within the Rakuten Ecosystem and beyond. In October 2021, Rakuten Card announced its Triple Three mid-term targets of 30 million issued cards, 30 trillion yen shopping GTV and 30% GTV market share. The company aims to achieve the remaining two targets as soon as possible in order to contribute to the growth of each of the FinTech Group companies and the Rakuten Group as a whole, and further strengthen its customer and revenue bases.

Amidst the ongoing changes in consumer behavior due to the COVID-19 pandemic, the shift towards a cashless society driven by the increased demand for contactless transactions has continued. Credit card payments, in particular, have been leading the transition and are widely used for everyday shopping.

As a result of these changes, as well as the various initiatives Rakuten Card has launched to cater to customer needs, including marketing measures promoting the use of a second Rakuten Card and the unveiling of new card designs, the total number of Rakuten Cards issued has surpassed 30 million. Rakuten Card’s annual shopping gross transaction value (GTV) recently exceeded 20 trillion yen for the 12 months between October 2022 and September 2023, an increase of more than 19% year-on-year.

Rakuten Card will continue to enhance its credit card services and features, aiming to make financial services more convenient, user-friendly and readily accessible in order to deliver even greater levels of customer satisfaction.

*1 Further details to be disclosed at Rakuten Group, Inc’s FY2023 and fourth quarter financial results announcement planned for February 14, 2024.
*2 For details and entry conditions regarding the campaign, please visit the website: (*Japanese page)

About Rakuten Card
Rakuten Card is a fintech services company established in July 2005. Through the expansion of credit card services and features, Rakuten Card aims to deliver exceptional customer satisfaction with financial services that are convenient, easy to use and personal.
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*Please note that the information contained in press releases is current as of the date of release.

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