Promoting cashless payments in Japan

Challenge

The Japanese government has set a target of a 40% cashless payment ratio by 2025 and to promote a cashless society in Japan, the Ministry of Economy, Trade and Industry launched a cashless/point rebate programme in October 2022. 

 

Our involvement

Together with the Osaka Prefecture and Osaka Tourism Bureau, Visa committed to a range of initiatives that sought to provide tourists with an enjoyable trip. 

By conducting marketing analysis, which included consumption figures, Visa was able to effectively communicate the appeal of Osaka to both domestic and overseas tourists and promote the development of tourism through digital campaigns. 

 

Outcome

Visa continues to support the Japanese government in creating a cashless environment in tourist locations. Together, Visa will also further efforts to promote the widespread use of contactless payments to create the ideal cashless economy.