🛒 Level up your shopping like a game — and earn 10%+ cashback with ease!
Rakuten Shopping Marathon — Complete Guide
Store Hopping · SPU · Lucky Days · Rakuma Bonus — Everything Explained【Latest】
🌏 This guide is for you if…
- You’re living in Japan and want to get more out of Rakuten Shopping Marathon
- You’re new to Rakuten and want to understand store hopping and SPU
- You already shop on Rakuten every month but aren’t sure how to maximize points
- You’re interested in point activities (ポイ活 / poikatsu) in Japan
📑 Table of Contents
🎯 What Is the Rakuten Shopping Marathon?
The Rakuten Shopping Marathon is a monthly super-points event run by Rakuten Ichiba. The core rule is beautifully simple: the more different stores you buy from, the higher your point multiplier climbs — like leveling up in an RPG!
📖 View official Marathon guide (Japanese)
🌟 Why the Marathon is so great
- Store Hopping Bonus: Each new store adds +1x to your multiplier — up to +9x (and +10x with Rakuma!)
- Stacks with SPU: Combine all your service bonuses and easily hit 47x or more
- Runs every month: 12+ chances per year — you can always catch the next one
- All categories count: Daily goods, electronics, food — almost everything qualifies
Shopping Marathon vs. Super Sale: Which is better?
💡 Tip: Use the Marathon for regular shopping (frequent + reliable), and save the Super Sale for hunting half-price deals.
📅 When Does It Run?
There’s no fixed schedule, but the Marathon typically runs 1–2 times per month, and usually overlaps with Lucky Days (dates ending in 5 or 0):
📆 Start of month (1st–4th)
Aligned with payday spending; often includes the 5th Lucky Day
📆 Mid-month (10th–15th)
Covers the 10th and 15th Lucky Days — a prime shopping window
📆 End of month (19th–24th)
Includes the 20th and 25th Lucky Days — great for month-end deals
Event Timeline
Day before, 8:00 PM
Entry opens — add items to your cart in advance
Start day, 8:00 PM
Marathon officially begins! Your store count starts at 1
Lucky Days within the event
🔥 Super important — pay with Rakuten Card for an extra +2x
Last day, 11:59 PM
Event ends — complete payment by 11:50 PM to be safe
💡 How to never miss a Marathon
- Turn on Rakuten app push notifications
- Subscribe to Rakuten’s official newsletter
- Check this site — we post event updates regularly!
🎮 Store Hopping Point System
This is the heart of the Marathon strategy. Every time you spend ¥1,000+ (tax included) at a new store, your store count increases by one — and so does your point multiplier. It’s exactly like leveling up in a game!
Store Count → Multiplier Reference
🆕 Added August 2023: Rakuma Bonus (+1x)
Rakuten’s flea market app Rakuma now links with the Marathon! Buy ¥1,000+ on Rakuma during the event and get:
- Rakuten Ichiba side: +1x store hopping bonus (making your max +10x)
- Rakuma side: Additional cashback based on your Rakuten store count
📱 Cap: Rakuma bonus is approx. 1,000–1,500 pts and is calculated separately from the 7,000pt Marathon cap.
💡 Even if you rarely use Rakuma, buying just one ¥1,000 item gets you this bonus for free!
Recommended: restaurant vouchers (グルメ券), TOHO movie tickets — practical and cost-effective!
What Counts (and What Doesn’t)
✅ Qualifying purchases
- ¥1,000+ (tax included, shipping included) at one store
- Multiple orders at the same store still count as 1 store
- Orders after coupon if final amount is still ¥1,000+ ✓
- Rakuten Books and Rakuten Kobo — each counts as a separate store!
❌ Non-qualifying purchases
- Under ¥1,000 per store
- Pre-order items shipping outside the event window
- Furusato Nozei (hometown tax) — does not count for store hopping
- Cancelled orders
- Full-point-payment orders (effective cash = ¥0)
💰 Furusato Nozei: The Right Way to Use It
Although furusato nozei doesn’t count toward store hopping, shopping during the Marathon is still worthwhile because SPU and Lucky Days bonuses still apply.
⚠️ Major change from October 2025
From October 1, 2025, Rakuten Furusato Nozei’s point rewards were significantly revised, with point cashback largely eliminated. Please check the latest official announcement for details.
Point Calculation Formula
📐 How it’s calculated
Bonus Points = Pre-tax amount × Bonus multiplier × 1%
Pre-tax amount = Tax-included total ÷ 1.1
Example
You spend ¥55,000 (tax included) across 5 stores:
→ Pre-tax: ¥55,000 ÷ 1.1 = ¥50,000
→ Store hopping bonus (+4x): ¥50,000 × 4% = 2,000 pts
→ Base 1x points: ¥50,000 × 1% = 500 pts
→ Total: 2,500 points (approx. 4.5% return)
⭐ SPU — Super Point Up Program
SPU is Rakuten’s permanent bonus system. Use various Rakuten Group services to earn permanent point multipliers that stack directly on top of your Marathon bonuses.
🔥 SPU + Marathon = Massive Returns
For example: +10x SPU combined with Marathon’s 10 stores (+9x) alone gives you +19x. Add Lucky Days +2x on top and your effective return easily exceeds 20%!
SPU List (Best Value First)
| Service | Bonus | How to qualify | Cap | Recommended |
|---|---|---|---|---|
| 💳 Rakuten Card | +2x | Pay with Rakuten Card | 1,000 pts Premium/Black 5,000 pts |
⭐⭐⭐⭐⭐ Essential |
| 🏦 Rakuten Bank | +0.5x | Link Rakuten Bank + Card for auto-debit | 1,000 pts | ⭐⭐⭐⭐⭐ Easy |
| 📱 Rakuten Mobile | +4x | Subscribe to Saikyou Plan | 2,000 pts | ⭐⭐⭐⭐ Top bonus |
| 📱 Mobile carrier billing | +2x | Use ¥2,000+ via carrier billing per month | 1,000 pts | ⭐⭐⭐⭐ |
| 🌐 Rakuten Hikari / Turbo | +2x | Active subscription | 1,000 pts | ⭐⭐⭐ |
| 📈 Rakuten Securities (funds) | +0.5x | Invest ¥30,000+ via points that month | 2,000 pts | ⭐⭐⭐ |
| 📈 Rakuten Securities (US stocks) | +0.5x | Invest ¥30,000+ via points that month | 2,000 pts | ⭐⭐⭐ |
| ✈️ Rakuten Travel | +1x | Book ¥5,000+ that month | 1,000 pts | ⭐⭐⭐ |
| 📚 Rakuten Books | +0.5x | Buy ¥3,000+ that month | 500 pts | ⭐⭐⭐⭐ Easy to hit |
| 📱 Rakuten Kobo | +0.5x | Buy ¥3,000+ that month | 500 pts | ⭐⭐⭐⭐ Easy to hit |
| 💇 Rakuten Beauty | +0.5x | Book ¥3,000+ that month | 500 pts | ⭐⭐⭐ |
| 📸 Rakuten Pasha | +0.5x | Earn 300+ pts that month | 1,000 pts | ⭐⭐⭐ |
| 👗 Rakuten Fashion | +0.5x | Purchase via app | 1,000 pts | ⭐⭐⭐ |
| 🛍️ Rakuma (selling) | +0.5x | List and sell at least 1 item that month | 500 pts | ⭐⭐ |
💡 For newcomers: Rakuten Card + Rakuten Bank + Rakuten Books/Kobo is the easiest trio to start with!
🎁 Referral Bonuses
📱 Rakuten Ichiba App — New users get 500 points!
If you’re new to Rakuten Ichiba, or haven’t made a purchase in over a year, you’re in luck! Register and shop via the link below to receive 500 points.
🎯 Bonus details
- First login + first purchase: 500 points
- First purchase in over 1 year: 500 points
- Minimum purchase of ¥5,000 (tax included) required
※ Not eligible if you’ve made a purchase on Rakuten Ichiba App within the past year
👇 Sign up below and get started with a bonus:
💳 Rakuten Card — The must-have, free annual fee + 2x points
The Rakuten Card is the essential tool for Marathon success:
- ✅ Free annual fee, forever
- ✅ SPU +2x — the foundation of every strategy
- ✅ Lucky Days +2x bonus (Rakuten Card holders only)
- ✅ Up to 5,000–8,000 points just for signing up
👇 Get an extra 6,000 points by applying through this link:
📱 Rakuten Mobile — +4x points, best in the whole SPU lineup
Considering switching carriers? Rakuten Mobile is the best value option:
- ✅ SPU +4x — the highest single SPU bonus available
- ✅ Carrier billing adds another +2x
- ✅ Under 3GB: around ¥1,000/month
- ✅ Unlimited data: ¥3,278/month
- ✅ No sign-up fees
🔥 Rakuten Mobile member perks during Marathon!
- 📅 Access the Marathon 1 day early — start shopping before everyone else!
- 🎫 Exclusive ¥3,000 OFF coupon — valid during the Marathon period
MNP (number transfer): 14,000 pts
New contract: 11,000 pts
* eSIM compatible
SPU Plan Recommendations
🌱 Starter Plan
+3x
- Rakuten Card +2x
- Rakuten Bank +0.5x
- Rakuten Books +0.5x
Perfect for Rakuten beginners
🔥 Intermediate Plan
+6x
- Starter plan +3x
- Rakuten Securities +1x
- Rakuten Kobo +0.5x
- Rakuten Fashion +0.5x
For those wanting more cashback
👑 Full Power Plan
+14x or more
- Rakuten Mobile +4x
- Carrier billing +2x
- Rakuten Premium Card +2x
- Rakuten Hikari +2x
- Other services…
For heavy Rakuten ecosystem users
🎁 Other Point Campaigns
🔥 Lucky Days (5s and 0s) — 6 times per month
+2x! Make these days count during the Marathon
On the 5th, 10th, 15th, 20th, 25th, and 30th of every month, paying with a Rakuten Card earns you an extra +2x.
- You must enter the campaign in advance
- Requires Rakuten Card payment
- Cap: 3,000 pts per month
- 🔥 Lucky Day during the Marathon = Golden Shopping Day!
⚽ Team Win Bonus
⚾ Tohoku Rakuten Eagles
Baseball team wins → +1x the next day
⚽ Vissel Kobe
Soccer team wins → +1x the next day
🎉 Double Win Day
Both teams win → +2x the next day!
📱 Rakuma Bonus (added August 2023)
🔥 Rakuma Bonus = Free +1x!
Buy ¥1,000+ on Rakuma (Rakuten’s flea market app) during the Marathon and get a double bonus:
| Bonus | Details | Cap |
|---|---|---|
| Bonus 1 | +1x on Rakuten Ichiba | ~1,000 pts |
| Bonus 2 | Extra cashback on Rakuma | ~500 pts |
💡 Power tip: Even if you don’t use Rakuma regularly, buying just one ¥1,000 item can net you up to 1,500 free points.
Best picks: restaurant vouchers (グルメ券), TOHO movie tickets (~¥1,500 per film) — practical and no waste!
👇 No Rakuma account yet? Use this invite code for 300 bonus points:
Tap to copy → enter when registering in the Rakuma app
⚠️ Campaign entry is mandatory for almost everything!
Nearly every bonus requires you to enter the campaign beforehand. Advanced Rakuten users always enter every campaign they can before shopping — make it a habit!
🚀 Tips for Maximum Points
Golden Timing
✨ Best combo: Marathon + Lucky Day
Focus your major purchases on Lucky Days within the Marathon window to stack every possible bonus:
- Store hopping bonus (up to +9x)
- Rakuma bonus (+1x)
- Lucky Days (+2x)
- SPU (+3x to 14x)
- Base points (1x)
= Easily 10–25%+ cashback on your spending!
How to Reach 10 Stores Without Overspending
1. The “Magic ¥1,000” Products
Each store only needs ¥1,000 to count. Here are the favorites used by advanced shoppers:
🏆 Top picks for hitting 10 stores
| Product | Price | Notes |
|---|---|---|
| 🍎 Apple Gift Card | ¥1,000+ | ⭐ iPhone/iPad users’ #1 pick, no expiry! |
| 🎮 Google Play Gift Card | ¥1,500+ | Essential for Android users |
| 🎫 Rakuten Vouchers (楽券) | ¥1,000+ | ⚠️ All vouchers = 1 store total |
| 📚 Rakuten Books | ¥1,000+ | ⭐ Counts as its own separate store! |
| 📱 Rakuten Kobo | ¥1,000+ | ⭐ Counts as its own separate store! |
| 🛍️ Rakuma | ¥1,000+ | ⭐ Also earns the Rakuma +1x bonus! |
💡 What are Rakuten Vouchers (楽券 / Rakken)?
Rakuten Vouchers are digital gift vouchers sold on Rakuten Ichiba. After purchase you get a QR code to use at partner stores — convenience stores, cafes, restaurants, and more.
⚠️ Important: All vouchers are grouped under one “Rakuten Voucher Shop” — no matter how many types you buy, it only counts as 1 store total. Great for hitting ¥1,000 quickly, but don’t expect multiple store credits!
📅 Vouchers have expiry dates (usually 3–6 months) — use them promptly | 📖 Official rules (Japanese)
🏪 Brands where Rakuten Vouchers are accepted
20+ brands including convenience stores, cafes, and restaurants:
🎫 Popular Rakuten Vouchers — Click to buy directly
Exactly ¥1,000 — the classic store-count strategy! 👇
🍎 Apple Gift Card — Best for high-value store credits
For iPhone, iPad, and Mac users, Apple Gift Cards are the most practical way to rack up store counts:
- ✅ From ¥1,000, any amount you choose
- ✅ Charge to your Apple ID — use for apps, subscriptions, iCloud
- ✅ No expiry — use at your own pace
- ✅ Great option to buy in bulk when you have nothing specific to purchase!
💰 Advanced tip: Earn an extra 1% via point sites!
Did you know? By accessing Rakuten Ichiba through a point site (ポイントサイト), you can earn an extra ~1% cashback on every purchase!
It’s simple: log into a point site → click the Rakuten Ichiba ad → shop as normal → points are automatically credited.
👉 Want to learn more? Read: Complete Guide to Point Sites in Japan
Purchase Flow
🛒 Complete Marathon Shopping Flow
🧮 Point Cap & Calculator
⚠️ Important: Store hopping points have a cap!
Wondering why your points were lower than expected? The Marathon store hopping bonus is capped at 7,000 pts.
At max +9x (9% cashback), you reach the cap at roughly ¥85,000 (tax included). Spending beyond this earns no additional store hopping points.
Cap Amount by Store Count
| Stores | Bonus rate | Cap amount (tax incl.) | Cap amount (pre-tax) |
|---|---|---|---|
| 2 stores | +1% | ~¥770,000 | ~¥700,000 |
| 3 stores | +2% | ~¥385,000 | ~¥350,000 |
| 4 stores | +3% | ~¥256,700 | ~¥233,400 |
| 5 stores | +4% | ~¥192,500 | ~¥175,000 |
| 6 stores | +5% | ~¥154,000 | ~¥140,000 |
| 7 stores | +6% | ~¥128,300 | ~¥116,700 |
| 8 stores | +7% | ~¥110,000 | ~¥100,000 |
| 9 stores | +8% | ~¥96,300 | ~¥87,500 |
| 10 stores ⭐ | +9% | ~¥85,600 | ~¥77,800 |
| 10 stores + Rakuma 🔥 | +10% | ~¥77,000 | ~¥70,000 |
📖 How to read this table
Example 1: Spending ¥50,000 — 10-store cap is ¥85,600, so you’re safely under the limit ✓
Example 2: Spending ¥150,000 — 6-store cap is ¥154,000, so 6+ stores earns you the full 7,000 pts
Example 3: Spending ¥200,000 — even at 10 stores (cap ¥85,600), you’ll exceed it. Split the purchase across two Marathons
⚠️ The 7,000pt cap isn’t always fixed!
- 7,000 pts is the most common cap, but occasionally it’s 5,000 or 10,000 pts
- October 2025 saw a rare 10,000 pt cap — the first time in ~4 years 8 months!
- When there are 3 Marathons in a month, the first may have a 5,000 pt cap
- Always check the cap for each specific event before shopping!
When Do Points Arrive?
| Point Type | Arrival Timing | Expiry |
|---|---|---|
| Base points (1x) | ~20 days after shipment | 1 year (auto-extended) |
| Store hopping points | Around 15th of following month | ~45 days ⚠️ |
| SPU points | Around 15th of following month | ~45 days ⚠️ |
| Lucky Days points | Around 15th of following month | ~45 days ⚠️ |
⚠️ Use bonus points before they expire!
All bonus points (everything except base 1x) are limited-time points expiring in about 45 days. Use them for:
- Your next Rakuten Ichiba purchase
- Paying at convenience stores and restaurants via Rakuten Pay
- Various Rakuten Group services
❓ Frequently Asked Questions
🎯 Ready to get started?
Remember the core formula: Enter campaigns → Reach 10 stores → Shop big on a Lucky Day → Collect your points
📝 Master Checklist
🏆 Advanced Rakuten Marathon Checklist
- ✅ Enter all campaigns before you start shopping
- ✅ Pay with Rakuten Card for every purchase (get one if you don’t have it)
- ✅ Concentrate major purchases on Lucky Days (5s and 0s)
- ✅ Hit 10 stores with small purchases (vouchers, Apple Gift Cards)
- ✅ Rakuten Books and Kobo each count as their own store
- ✅ Buy one item on Rakuma for a free +1x bonus (restaurant vouchers, movie tickets)
- ✅ Watch the 7,000pt cap when making big purchases (use the table above)
- ✅ Use bonus points within 45 days before they expire
Master these steps and you’ll be a Rakuten Shopping Marathon pro. Easily earn 10%+ cashback every month — the savings add up fast over the year. Happy shopping! 🎉
Have questions? Drop a comment below. This guide is kept up to date as Rakuten’s rules change.