Rakuten, the Japanese e-commerce and financial services conglomerate, is integrating XRP into its payment application serving 44 million users. Starting April 15, 2026, users can convert their Rakuten loyalty points directly into XRP and spend the crypto at merchants across Japan via Rakuten Cash.
Loyalty Points Meet XRP
Rakuten operates one of Japan's largest loyalty programs, with 3 trillion points in circulation, equivalent to roughly $23 billion. According to the official announcement, the new feature enables point holders to swap their rewards for XRP. They can either store the tokens in Rakuten Wallet or use them for in-store payments wherever Rakuten Pay is accepted, effectively bridging loyalty rewards and digital assets.
Buy, Sell, and Store XRP in One App
Beyond point conversion, Rakuten Wallet now also supports direct buying and selling of XRP. Users can trade XRP within the same interface and keep their holdings securely in the wallet. This eliminates the need for third-party exchanges, allowing a seamless flow from point conversion to crypto trading to daily spending.
Ripple Executive Calls It a Milestone
Tatsuya Kohrogi, senior executive in charge of ecosystem growth at Ripple, commented: “Integrating XRP into Rakuten’s loyalty and payment systems stands as a significant indicator of the growing adoption of digital assets.” He added that the move signals broader acceptance of crypto in everyday life in Japan and could set a precedent for other major payment platforms in the region.
Rakuten's Expanding Crypto Footprint
Rakuten has been steadily building its digital asset capabilities. In 2023, it enabled Bitcoin, Ethereum, and Bitcoin Cash payments via its apps. Its proprietary token, Rakuten Coin, launched in 2021, already serves as part of its loyalty rewards ecosystem. The addition of XRP further diversifies the asset options available to users and strengthens the integrated loop of points, crypto, and payments.
Industry observers note that coupling a well-established loyalty system with a mainstream cryptocurrency could lower the barrier for average users to engage with digital assets. As regulatory clarity in Japan improves, Rakuten's approach may encourage other firms to connect their point-based customer engagement tools to the crypto universe.