Animate Introduces 'Ocean Tax Refund' Ahead of 2026 Tax Reform for Enhanced Shopping Experience

In a significant move to revamp the shopping experience for inbound tourists, Animate, a leading retail chain specializing in anime, comics, and games, has officially announced the integration of 'Ocean Tax Refund' into its domestic stores. This initiative comes in anticipation of Japan's new tax exemption system set to be implemented in November 2026, which will see a shift from the traditional 'in-store exemption' to a more complex 'refund system' model.

Background: Evolving Tax Procedures and the Customer Experience

The upcoming changes in Japan's tax exemption policies raise concerns regarding the potential complexities that might deter tourists from making purchases. In 2025, the spending by foreign travelers in Japan is projected to reach a record high of 9.5 trillion yen. Yet, with the new refund process, the intricacies of tax procedures could lead to increased confusion and customer dissatisfaction.

Conversely, the refund system offers an opportunity for retailers to maintain ongoing interactions with customers even after they have returned home, fundamentally altering the inbound shopping experience.

Animate's Strategic Response to the Tax Policy Shift

Since its establishment in 1987, Animate has been a cornerstone of Japan’s fan culture, operating 124 stores nationwide and serving as a cultural hub for enthusiasts of pop culture. Amid rising demand from international travelers, Animate has recognized the reforms as a unique opportunity to foster continued engagement with customers not just at the point of purchase, but through an ongoing relationship facilitated by Ocean's innovative platform.

By adopting the 'Ocean Tax Refund', Animate aims to elevate the shopping experience for foreign tourists, making their interaction with the brand seamless both during and after their visit.

The Innovative 'Ocean Tax Refund' Platform

Set to be fully operational by the time of the tax reforms, the 'Ocean Tax Refund' system utilizes advanced AI and OCR technology to automate the collection of purchase information, thereby simplifying the refund process for tourists. This platform supports various currencies and payment methods commonly used by international visitors, minimizing the operational burden on retail staff.

Enhancing the Tourist Experience

The refund process is designed to be as stress-free as possible. Tourists will be able to complete refunds using familiar payment methods without the need for downloading new apps or navigating through cumbersome sign-ups. Features include a user interface that accommodates multiple languages, enabling tourists to process their refunds intuitively in their native languages. Additionally, a robust multilingual customer support system is in place to address any inquiries or concerns quickly.

Building Long-Term Customer Connections

Even following the completion of refunds, Animate envisions maintaining a line of communication with customers, guiding them towards cross-border e-commerce options and encouraging return visits, thereby implementing effective long-term customer marketing strategies.

Minimal Disruption to Store Operations

The integration of 'Ocean Tax Refund' into Animate's existing operations promises minimal disruptions. The system can be adopted without altering current checkout or customer service protocols, significantly reducing training costs and wait times, ensuring a smooth shopping experience for visitors.

As a starting point, both companies will roll out 'Ocean Tax Refund' in selected Animate stores nationwide, with plans to expand its implementation across all locations in the future. Through this initiative, Animate and Ocean are committed to enhancing the purchasing journey for inbound tourists in Japan.

Comments from Company Executives

, Animate
Yamamoto Takuya, Head of Store Operations Strategy:
"As the tax exemption system undergoes significant reform in 2026, we recognize the complexity of the new procedures. Our adoption of the 'Ocean Tax Refund' seeks to alleviate concerns and provide a comfortable shopping environment. By leveraging digital technology, we aim to streamline in-store operations, allowing our staff to focus on conveying the unique appeal of our offerings to international fans.

, Ocean
Hoshino Ryo, CEO of Ocean:
"The integration of 'Ocean Tax Refund' into Animate reflects our mission to make the inbound shopping experience easier and more enjoyable. While the 2026 tax reform presents challenges for the retail industry, it also provides unprecedented opportunities to engage tourists at all stages of their journey. Together with Animate, we aim to establish a new standard in tax refunds and inbound marketing, nurturing a global community of anime enthusiasts.