Japan-based crypto platform Rakuten Wallet has launched the “Photo Contest 2026” campaign for users sharing dog photos on X. According to the company, 11 winners from its ecosystem, which reaches 44 million users, will each receive 11,111,111 SHIB tokens. The grand prize winner will be awarded 1,111 DOGE. The SHIB prize is worth around 10,000 yen, while the DOGE prize is valued at approximately 18,000 yen.
SHIB and DOGE become part of consumer campaigns
Among local investors, small-value purchases of SHIB and DOGE are being likened to collecting low-cost digital products in familiar apps. This strategy suggests that companies hope to transform user engagement into commercial value by integrating cryptocurrencies into everyday consumption habits.
Rakuten Wallet’s campaign demonstrates that low-priced tokens such as SHIB and DOGE are emerging in Japan not merely as investment vehicles, but also as marketing tools to boost user interaction.
Within the Rakuten ecosystem, connecting SHIB to the Rakuten Pay network has turned the token from a speculative asset into a payment tool usable at five million merchants. Rakuten, as one of Japan’s largest digital service groups, operates in e-commerce, finance, and payments.
Regulatory clarity in Japan has supported expansion
Another key element is that this commercial initiative accelerated after receiving regulatory approval in Japan’s strictly monitored crypto market. In November 2025, SHIB was classified as a compliant “Green List” asset by the Japan Virtual and Crypto Assets Exchange Association (JVCEA), paving the way for consumer-driven companies to more readily work with the token.
Glossary: The Green List refers to a compliance status in Japan that allows certain crypto assets to be listed on exchanges more quickly. The JVCEA is an organization setting self-regulatory standards for crypto asset exchanges in the country.
This move by Rakuten Wallet has intensified competition with Mercari, which activated SHIB trading earlier this month via its Mercoin subsidiary. Mercari’s 23 million monthly users can purchase SHIB for just 1 yen, either with loyalty points or earnings from second-hand sales. This approach is seen as lowering barriers for cautious retail users entering the market.
| Platform | Prominent step | User data | Starting amount |
|---|---|---|---|
| Rakuten Wallet | Dog photo contest and SHIB integration | 44 million users | Not specified |
| Mercari, Mercoin | SHIB trading launched | 23 million monthly users | 1 yen |
Retail giants enter the crypto exchange space
According to Mercoin’s financials, of the 14 million crypto accounts opened in Japan, four million, about 30 percent, belong to Mercari users. For 85 percent of these users, their transaction was their first foray into the crypto market. The data highlights how retail platforms are becoming increasingly influential in attracting new crypto users.
As SHIB becomes accessible via Mercari and the Rakuten ecosystem, it disrupts the traditional crypto sector’s user acquisition models, with meme coins transformed into corporate loyalty tools by large retail companies.
The growing use of SHIB on Mercari and Rakuten weakens the role of conventional crypto exchanges as the sole gateway to mass adoption. The report underscores that meme coins are rapidly gaining visibility in Japan through loyalty programs and daily payment flows.
