Following an October 2025 revision to Japan¡¯s?furusato n¨zei?hometown tax donation program, which offers tax breaks to donors, the internal affairs ministry is seeking to discourage donors from focusing too much on ¡°good deals¡± offered through generous return gifts.
With portal sites now banned from attracting donations by offering reward points to donors, the ministry wants the program to place greater emphasis on building ties between donors and the municipalities they choose to support. It also hopes donors will take a stronger interest in the intrinsic appeal of local return gifts and in how their contributions are used.
Companies that operate donation portal sites are stepping up efforts to help donors learn more about regions and local products with which they may be unfamiliar. In particular, they are focusing on hands-on events and initiatives aimed at appealing to fans of specific communities, products and experiences.
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