Miyako City, Iwate Prefecture, Breaks Records in Hometown Tax Donations Through Partnership with Satofull

Miyako City, Iwate Prefecture (Mayor: Naomichi Nakamura) is pleased to announce that through its partnership with Satofull Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President & CEO: Hiroaki Fujii), the operator of the hometown tax portal site "Satofull", the total amount of hometown tax donations received for the fiscal year 2025 (as of February 28, 2026) has reached approximately ¥3.17 billion (a 410% increase compared to the previous fiscal year), setting a new all-time high. The total amount of hometown tax donations nationwide surpassed ¥1 trillion in 2023, marking a new record. In Miyako City, while the donation amount reached a record high of approximately ¥1.8 billion in fiscal year 2022, it had subsequently decreased for two consecutive years. In response, Miyako City established a dedicated Hometown Tax Promotion Section in fiscal year 2025 and collaborated with Satofull Co., Ltd. This initiative resulted in breaking the previous record. We interpret this success as a reflection of the warm support from donors nationwide for Miyako City's initiatives and return gifts. ■Performance Overview Donation Amount Received: Approximately ¥3.17 billion Number of Donations: Approximately 250,000 Year-on-Year Increase: Approximately 410% Target Fiscal Year: Fiscal Year 2025 (※As of February 28, 2026) ■Main Factors for the Increase in Donation Amount Received Since fiscal year 2020, Miyako City has been utilizing Satofull Co., Ltd.'s "Omatome Rakuraku Service" to centralize the management and operation of six hometown tax sites, including "Satofull." As a result, the city has reduced operational burdens and consignment costs related to return gift management and operations, while establishing an efficient operational system and expanding donations. In addition, together with Satofull Co., Ltd., annual targets were set at the beginning of the fiscal year, and the development of return gifts was promoted based on donor needs and market trends. By focusing on creating return gifts that leverage Miyako City's regional characteristics and appeal, and by expanding unique offerings in collaboration with return gift providers, over 200 new return gifts were registered in fiscal year 2025. These efforts have borne fruit, with Miyako City's return gift, "Thick-cut Salted Tare Beef Tongue," which debuted in June 2025, achieving the top position for the first time in "Satofull's" 2025 Popular Return Gift Ranking (Final Version) (※). This return gift features thick-cut beef tongue enhanced with a salted tare made with Miyako City's salt, developed to balance both "donation amount" and "quantity." It garnered significant donor interest immediately after its release, with popularity spreading through high-rated reviews and an increase in repeat customers, receiving acclaim from many as a return gift that offers "value exceeding the donation amount." ※ Calculated based on the number of donations received on "Satofull" from January 1, 2025, to December 31, 2025.