Tokyo Police and Tokushimaru Join Forces to Combat Scams Targeting Seniors

In recent years, unique preventive measures against special fraud schemes targeting the elderly have become essential as these incidents have emerged as a significant social issue. From November 17, 2025, to November 23, a collaboration between the Tokyo Metropolitan Police Department and Tokushimaru Co. Ltd. will initiate a campaign aimed at preventing scams among seniors using the mobile supermarket services in Tokyo.

Background of the Campaign

Tokushimaru, a subsidiary of Oisix, provides mobile supermarket services throughout Japan, particularly focusing on the elderly who experience difficulty in daily shopping. The company operates approximately 1,200 refrigerated vehicles that cater to around 180,000 customers. Growing concerns regarding safety and security have driven the company to participate in this awareness campaign, especially since around 80% of scam victims in Japan are elderly.

Last year, the program recorded successful results, distributing security pamphlets and promotional items to approximately 6,450 vulnerable customers in the Tokyo area. The initiative has garnered acclaim, receiving recognition from the Consumer Affairs Agency for its consumer-oriented management practices. This new campaign continues from last year's efforts, reinforcing security measures within the community.

Addressing the Growing Concern

According to the National Police Agency, the number of recognized special fraud incidents across Japan in 2024 reached over 21,000, with an alarming financial impact exceeding 71.8 billion yen. Tokyo alone reported nearly 3,494 cases, comprising around 17% of the national total. Alarmingly, the statistics for 2023 showed that elderly individuals aged 65 and above represented approximately 78.3% of the total victims, making it evident that immediate action is required.

The campaign will utilize the mobile supermarket Tokushimaru's outreach by employing vehicle-mounted poster magnets to signal active crime prevention discussions. By directly engaging with seniors during shopping, the sales representatives will distribute pamphlets detailing protectiveness against special fraud and crime. Through dialogue, they will gather valuable feedback, which will be reported back to the police for ongoing improvements in prevention strategies.

Campaign Details

- Duration: November 17, 2025 - November 23, 2025
- Target Audience: Elderly customers aged 70 to 90 residing in Tokyo
- Areas of Operation: Adachi, Shinjuku, Tama region, and other districts served by 43 Tokushimaru vehicles
- Participating Supermarkets: Ito Yokado, Inageya, Commodore Eida, Bunkado, Benisuper, Marusho, Yoshida

Tokushimaru has established partnerships with around 300 municipalities, combining their services with community welfare networks to ensure accessibility and safety for elderly citizens. As an advocate for social change, Tokushimaru understands that shopping is not just a necessity but also an enjoyable part of seniors' lives. Therefore, they promote an inclusive shopping experience that allows seniors to touch, see, and choose products personally.

The Future of Mobile Supermarkets in Japan

Tokushimaru’s service model aims to overcome the challenges posed by urbanization, where traditional supermarkets are increasingly withdrawn from local communities, leaving