Rakuten Wallet, the Japan-based cryptocurrency platform, has launched a new “Photo Contest 2026” campaign, inviting users to share dog photos on X (formerly Twitter). Within its ecosystem of 44 million users, the company announced it will reward 11 winners with 11,111,111 SHIB each, while the grand prize winner will receive 1,111 DOGE. According to available information, the SHIB prize is valued at roughly 10,000 yen, and the DOGE prize is worth around 18,000 yen.
SHIB and DOGE fuel new consumer campaigns
Local investors note that small SHIB and DOGE purchases are now viewed in a similar light to collecting low-cost digital items within familiar mainstream apps. This strategy points to companies leveraging cryptocurrencies to transform casual user engagement into commercial value, by connecting digital assets with daily consumer habits.
Rakuten Wallet’s campaign demonstrates that tokens like SHIB and DOGE are not only recognized as investment vehicles in Japan, but are gaining prominence as marketing tools for boosting user interaction.
With Rakuten integrating SHIB into its Rakuten Pay network, the token is no longer known solely for its market movements, but can now serve as a payment option at 5 million retail locations. As one of Japan’s largest digital service conglomerates, Rakuten operates in areas spanning e-commerce, finance, and payments.
Regulators pave the way for wider crypto adoption
Another notable point is that these commercial initiatives gained momentum after regulatory green lights in Japan’s tightly controlled crypto market. SHIB being classified as a compliant “Green List” asset by the Japan Virtual and Crypto Assets Exchange Association (JVCEA) in November 2025 removed hurdles for retail-focused companies to deploy the token in consumer channels.
Mini glossary: The Green List in Japan refers to a compliance status allowing specific cryptocurrencies to be listed more quickly on exchanges. The JVCEA is the self-regulatory body that sets standards for crypto exchanges in Japan.
Rakuten Wallet’s campaign intensifies competition with Mercari, which began SHIB transactions via its Mercoin division at the start of the month. Mercari, boasting 23 million monthly users, allows customers to acquire SHIB for as little as 1 yen, either using loyalty points or proceeds from secondhand sales. This approach is believed to lower market entry barriers for cautious individual investors.
| Platform | Key initiative | User data | Minimum entry |
|---|---|---|---|
| Rakuten Wallet | Dog photo contest and SHIB integration | 44 million users | Not stated |
| Mercari, Mercoin | Launched SHIB trading | 23 million monthly users | 1 yen |
Retail platforms step into crypto exchange territory
Financial reports from Mercoin reveal that out of the 14 million cryptocurrency accounts opened in Japan, nearly 4 million, or about 30 percent, belong to Mercari users. For 85 percent of these users, their first crypto transaction took place on Mercari. The data highlights how retail platforms are increasingly driving new user adoption in the crypto sector.
With SHIB now part of the Mercari and Rakuten ecosystems, the traditional crypto industry’s acquisition models are being challenged, as the meme coin evolves into a corporate loyalty tool for major retail companies.
The expansion of SHIB within Mercari and Rakuten is thus weakening the historic dominance crypto exchanges held over mainstream adoption. The report emphasizes that such meme coins are becoming more visible in Japan through loyalty programs and everyday payment channels.
