Satofulu Announces Survey Results on Furusato Nozei Usage Trends

Satofulu Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President and CEO: Hiroaki Fujii), which operates the furusato nozei portal site 'Satofulu,' conducted a survey on the actual usage of furusato nozei targeting 8,588 people from April 16 to April 27, 2026.

The summary of the survey results is as follows.

1. Over 40% became more aware of the purpose of the furusato nozei system due to system revisions, leading to increased interest in 'municipalities they want to support' and 'how donations are used' (Q1-Q2)

In response to system revisions and environmental changes, 8.7% of respondents said they 'became strongly aware' of the original significance of furusato nozei (supporting regions and donations benefiting the region), and 32.8% said they 'became somewhat aware.' Including those who 'were already aware' (31.8%), over 70% showed understanding and empathy for the system's purpose.

The top reasons for this were 'I became more conscious of the municipalities I want to support' (46.3%) and 'I started checking how donations are used' (37.3%), indicating that the system revision has spurred a trend of selecting donation destinations based on 'regional support' and 'use of donations.'

2. Over 20% saw changes in their criteria for choosing donation destinations, with a growing emphasis on 'use of funds' and 'regionality' (Q3-Q4)

Regarding changes in important points when selecting donation destinations due to system revisions, 3.6% said they 'changed significantly' and 19.5% said they 'changed somewhat,' resulting in over 20% experiencing changes in their decision-making criteria.

Among those who changed, 'gifts (return items)' (47.5%) and 'donation amount for gifts' (46.9%) were top, followed by 'use of donations' (29.4%). The percentage emphasizing 'use of donations' increased compared to the 2025 survey, suggesting heightened interest in how donations are used following the system revision.

3. Over 60% reported no change in furusato nozei usage after the ban on point rewards, while some revised behavior such as 'selecting donation destinations more carefully' or 'changing donation timing' (Q5-Q8)

Regarding furusato nozei usage after the ban on point rewards by furusato nozei sites, 'no particular change' was the most common response at 63.5%. Among those who did change, 'I became more selective about donation destinations (municipalities)' was 12.3%, and 'I changed the timing of donations' was 9.4%, showing some behavioral revisions.

Regarding how they choose furusato nozei sites, 44.5% said 'not changed at all' and 37.2% said 'not changed much,' with over 80% continuing stable usage after the system revision.

The top reasons for using furusato nozei even without point rewards were 'because I can receive tax deductions/refunds' (40.5%) and 'because receiving gifts is attractive' (37.6%), indicating multifaceted support for furusato nozei beyond just points.

When choosing a furusato nozei site, 'appeal of gifts' was the most important factor at 66.3%, followed by 'donation amount for gifts' (32.3%) and 'number of municipalities and gifts' (20.5%). While 'gifts' continue to be emphasized, there is a trend towards comparing and choosing donation amounts and options more carefully.

4. Nearly 30% are interested in travel/experience-type gifts, with over 60% of users visiting or revisiting. Against the backdrop of rising prices, those choosing life-defense gifts are about twice as many as those seeking reward/luxury items (Q9-Q12)

Regarding travel and experience-type gifts that lead to local consumption and visits, 5.3% have 'chosen them before' and 21.6% 'haven't but would like to in the future,' with nearly 30% having experience or intention to choose them.

Among donors who have chosen travel/experience-type gifts, over 60% said they 'actually visited/revisited that region,' showing that gifts lead to post-donation contact and action with the region.

The top reason for choosing travel/experience-type gifts was 'because I want to actually go to that region/experience it' at 57.6%, followed by 'because I value memories and experiences' at 29.6%, indicating high interest in experiential value.

Regarding gift selection trends from 2025 to 2026, 'I have increased choosing daily necessities (rice, daily goods, etc.)' was 35.6%, about twice the 17.1% who said 'I have increased choosing reward/luxury gifts.' This suggests that amid continued high prices, furusato nozei is being used as part of 'life defense.'

Satofulu Co., Ltd. will continue to listen to the voices of local producers and municipalities, stay close to the regions, and promote regional problem-solving and revitalization through various initiatives.

* Survey period: August 19, 2025 - August 25, 2025 From 2025 Furusato Nozei Usage Survey Q6

■ Details of Survey Content

Q1. Have you become more aware of the 'original significance' of furusato nozei (supporting regions and donations benefiting the region) due to system revisions and environmental changes?

Q2. (For those who answered 'became strongly/somewhat aware') Please tell us the reasons that apply. *Multiple answers allowed

Q3. In light of recent system revisions and environmental changes, have your 'important points' when selecting donation destinations changed?

Q4. (For those who answered 'changed significantly/somewhat') Compared to before, what points do you emphasize when deciding on a donation destination municipality? *Multiple selections allowed

* Survey period: August 19, 2025 - August 25, 2025 From 2025 Furusato Nozei Usage Survey Q6

Q5. Regarding your furusato nozei usage after the ban on point rewards on October 1, 2025, which change is closest to yours?

Q6. Has your way of choosing furusato nozei sites changed since October 2025 when point rewards were banned?

Q7. Point rewards by furusato nozei sites were banned from October 2025. What is the closest reason for using furusato nozei even without point rewards?

Q8. Since October 2025 when point rewards were banned, what points do you emphasize when choosing a furusato nozei site? *Multiple answers allowed

Q9. Have you ever chosen travel or experience-type gifts through furusato nozei?

Q10. (For those who answered 'yes') Did your interest in or actions towards that municipality change after the donation?

Q11. (For those who answered 'yes' or 'no, but would like to in the future') Please tell us the reasons that apply for choosing (or wanting to choose) travel/experience-type gifts. *Multiple answers allowed

Q12. In 2025, a polarization of donor needs was observed between life defense and luxury items. Which trend in gift selection from 2025 to 2026 is closest to yours?

* Pie charts are rounded to the second decimal place, so totals may not equal 100%.

* For multiple-choice questions, percentages are calculated based on the total number of respondents.