Fintech & Digital Wallets

PayPay took the lead in the cashless payment news cycle by rolling out a string of coupon campaigns across multiple stores and promotions. Cashback offers tied closely to everyday shopping moments are strongly drawing user attention.

Among banks, 楽天銀行 unveiled a large campaign worth up to 35,000 points, and the timing, coinciding with the first day of its organizational restructuring, further boosted attention. SBI新生銀行 combined NISA account openings with an interest rate boost on SBIハイパー預金, broadly targeting people considering asset building. auじぶん銀行 continued to maintain visibility with an account opening and deposit campaign that adds au and UQ mobile linked benefits. SBI証券 launched its 「証券投資の日」 campaign on October 1, lifting individual investment interest. In the payment infrastructure space, ペイジー marked its 25th anniversary with a major campaign and is drawing renewed attention in contexts such as utility bill payments. 日本マルチペイメントネットワーク推進協議会, which supports this movement, also played a part in the conversation as an organizer. In the card sector, 三井住友カード rolled out cashback measures for PayPay usage, while au PAYカード continues its campaign for setting up automatic debit accounts. ドコモ・フィナンシャルグループ showcased the social side of financial services with card designs supporting the reconstruction of Kumamoto.

On a day when payments, banking, securities, and cards moved in tandem, point rewards and commemorative campaigns clearly aimed to loosen users' purse strings. In particular, the milestone of the long-established infrastructure service ペイジー has also shed light on the behind-the-scenes players of the payment system.