#Japan #Tokyo #GDX #Furusato Donation #Point Regulation

The Impact of Point Regulations on Furusato Donation Programs

In a recent study conducted by the General Incorporated Association for Municipal DX Promotion (GDX), urgent realities regarding the changes in the Furusato donation program were revealed. The survey, which targeted 192 municipalities in response to the point regulation enforced on October 1, 2025, found that while there was a significant decline in donations, there are still opportunities for growth heading into the year-end shopping season.

Understanding the Shift in Competitiveness

The introduction of the point regulation effectively ended the competition based on perceived value from points. As the market cooled dramatically, the results of the survey indicated that demand had not been completely exhausted as of September, suggesting that municipalities still have room to increase donations before the year's end. This critical period leading up to December will be essential for meeting annual targets.

Key Findings from the Survey (N=192 Municipalities)

1. Limited Last-Minute Demand: Over 60% indicated that last year’s peak demand in December has not been surpassed, revealing potential for further growth. Comparisons between September 2025 and December 2024 data showed that 63% of municipalities reported higher donation amounts in December 2024.

2. Market Conditions: A staggering 91.1% of municipalities acknowledged experiencing a decline after the introduction of point regulations. Notably, 73.4% reported a severe drop in donations, illustrating the seriousness of the market’s rapid cooling.

3. Structural Impact: The effects were even more pronounced among larger municipalities. For those with target donation amounts exceeding ¥1 billion, nearly 80% reported experiencing significant declines in donations, highlighting the vulnerabilities of those who had previously benefited from campaign-driven models.

Preparing for the Year-End Campaign

Given these insights, GDX will continue to provide guidance on effective strategies for municipalities as they prepare for year-end campaigns. It is clear that a transition in approach will be necessary for municipalities to adapt to these changes and harness any remaining opportunities.

Emergency Seminar Announcement

In response to increased inquiries from municipalities seeking deeper insights into these findings, GDX will host an emergency online seminar. The seminar will focus on market trends post-point regulation and propose actionable strategies for municipalities moving forward:

Title: "The State of Furusato Donations Post-Point Regulation: Key Questions for Future Success"
Date: November 19, 2025, from 10:30 AM to 12:00 PM (tentative)
Format: Online (Via Zoom Webinar)
Registration: Free of Charge (Pre-registration required)
Eligibility: Employees from municipalities nationwide / GDX members
Capacity: First 300 registrants

For registration, please visit the provided Google form link. If you encounter issues accessing the link, feel free to email [email protected]. Registration will close once capacity is reached.

Continuous Research and Insights

GDX has been continuously researching the trends within the Furusato donation market. To provide a benchmark for pre-regulation market trends, details from the previous survey conducted in May 2025 are also available and can be utilized as valuable information by municipality staff members for strategic planning.

The detailed report from the May 2025 survey can be requested via the designated URL, which is free for municipal staff. This report serves as a foundational document based on the presentations made during the recent online report conference on the status of Furusato donations.

For requests related to this topic or further inquiries, please reach out to the GDX office.

Contact Information:
General Incorporated Association for Municipal DX Promotion (GDX)
Tokyo, Minato-ku, Kita-Aoyama 1-3-1, R Cube Aoyama 3F
TEL: 03-6683-0106
Email: [email protected]
Website: GDX Official Site