A Man in His 50s Reflects on Furusato Nozei

[October 2025 Reform] The End of Points! Last Chance in September & New Ways to Choose

📖 Reading Time: 8 minutes

■Who this blog is for:

Those wondering: “I’ve heard about Furusato Nozei, but what’s really happening with the reform?”

People who shop often on Rakuten or Amazon and want to maximize their savings before September ends

Anyone curious about new ways to choose and enjoy Furusato Nozei after October 2025

Those who value not only points but also return gifts and supporting local regions

First-timers or those who have donated casually every year but now want to truly understand the system

■Introduction

“This year, I’ll finally try Furusato Nozei.”
“I’ve been donating through Rakuten and earning points smartly every year.”

But starting this year, things may change.
It’s worth remembering: although it’s called “donation,” Furusato Nozei isn’t a typical donation. Legally, it’s a tax-deduction scheme, but in practice, it’s more like a prepayment and allocation of your taxes.

You get to choose which municipality your taxes go to, and on top of that, you receive return gifts. That’s what makes the system so unique.

From October 2025, however, the rules will change dramatically.
The point rewards that used to be the norm will come to an end.

You may think: “Then it’s no longer worth doing, right?”
But actually, this reform is a turning point where Furusato Nozei returns to its original purpose.

Table of Contents

1. A Historic Turning Point: What Exactly Changes in October 2025?

■Until September 30:

Donate through Rakuten, Furunavi, etc. → Earn campaign and shopping event points (sometimes over 30% back).

■From October 1:

Under the Ministry of Internal Affairs’ reform, all monetary benefits such as points and gift cards will be banned.

Why the ban?

Original purpose: Redirect urban tax revenue to rural areas to revitalize local communities.
But reality drifted: Many people chose based on “where can I earn the most points” rather than “which municipality do I want to support.”
Major platforms like Rakuten escalated the competition with excessive point rewards.
Result: Larger municipalities with strong return gifts and online presence won, while smaller ones were left behind.

The meaning of the reform:

For consumers: “No more points = downgrade.”
For the system: “From points competition back to community support = normalization.”

In other words, Furusato Nozei is returning to its role as a system where you choose where your taxes go.

■A Man in His 50s’ Perspective

Honestly, I was one of those who enjoyed Rakuten’s 30% rewards.
For me, Furusato Nozei felt like a “profitable event.”

But if you think calmly, isn’t it strange to treat paying taxes like a competition of “where’s the best deal”?
From now on, it may return to something simpler and more genuine—choosing by “which municipality you want to support” or “which return gift excites you.”

2. Last Spurt Before September: Max Out on Rakuten Points

Rakuten Furusato Nozei is the king of point returns. Combine:

Rakuten Super Sale & Shopping Marathon
“0 and 5 Day” campaigns

…and you can aim for over 30% back.

💡 Tip: Use the “Choose Later” option → donate in September, decide your return gifts in October or later.
⚠️ Note: Popular gifts may sell out due to last-minute demand. Donate early to be safe.

3. No More Points, But Still Fun: A Gift-Centered Style from October

From October, point rewards drop to zero.

But that doesn’t mean Furusato Nozei loses its value.
The new era will be simpler: choose based on what gifts you want.

Meat, seafood, fruits to brighten your table
Rice or daily goods for practical use
Traditional crafts or limited regional products for a little luxury

Raise satisfaction further by broadening your perspective:

✅ Look at how donations are used and support causes you resonate with
✅ Choose specialties unique to that region
✅ Decide on a region you want to support long-term

👉 If you can feel not only “I got something” but also “I contributed to the community,” the joy will outweigh points.

4. Amazon Furusato Nozei: Convenience in the Post-Point Era

Amazon launched its Furusato Nozei platform in 2024.
Why it’s gaining attention even after points end:

Fast delivery: Sometimes next day, with delivery date selection
Amazon-exclusive gifts: e.g., Hasami ware mugs, mobile batteries
Simple process: Use your usual Amazon account—no extra address or card input
Reviews to guide you: Choose with confidence
Small donations possible: Easier entry point

👉 For me, the biggest advantage is “it arrives right when I want it.”
Traditional Furusato Nozei meant waiting weeks, but Amazon feels as quick as a local supermarket.

5. Q&A: Is Amazon the Only Choice After October?

Q: If Rakuten loses its points, is Amazon the strongest option?
A: Amazon is great for convenience, but not the only answer.

Amazon fits people who: Want things fast, prefer daily essentials, are drawn to exclusives
Other platforms fit people who: Want to compare gifts across sites, care about how donations are used, or want smoother online one-stop applications

6. Online One-Stop Application: Platform Comparison

Portal	Online Application	Features	Notes
Satofull	◎	App-based, apply to multiple municipalities at once	Some municipalities not supported
Rakuten	○	Easy for Rakuten members	Depends on each municipality
Furunavi	○	App + My Number card	Some municipalities not supported
Amazon	△	Depends on municipality pages / surveys	Not fully integrated yet

7. Downgrade or Improvement?

To be honest, from a consumer’s perspective, it’s a downgrade.
The fun of earning over 30% points is gone, and Furusato Nozei won’t feel like a “profitable event” anymore.

But for the system overall, it’s clearly an improvement.
It shifts the focus from “where do I get the most points” back to “which region do I want to support” or “what gift do I want.”

As for me:
Sure, the perks are fewer, but since we’re paying taxes anyway, why not get something back?
And depending on how you choose that “something,” Furusato Nozei can become even more enjoyable.

Conclusion

The October 2025 reform is a major turning point: Furusato Nozei is moving from an “earn points” battle to a culture of “enjoying gifts + supporting regions.”

Until September: grab the last big points on Rakuten
From October: switch to Amazon for convenience and new ways to give

From profit to comfort.
And beyond that, the real joy may be in spreading a new culture of giving—choosing how your taxes help communities.

👉 Check out Rakuten Furusato Nozei’s “Choose Later” option
👉 Explore Amazon Furusato Nozei

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