Japan-based cryptocurrency platform Rakuten Wallet launched the “Photo Contest 2026” campaign for users who share dog photos on X. The company announced that it will give 11,111,111 SHIB per person to 11 winners within its ecosystem reaching 44 million users. The grand prize winner will receive 1,111 DOGE. According to the information provided, the value of the SHIB award is approximately 10,000 yen, and the value of the DOGE award is approximately 18,000 yen.
SHIB and DOGE become part of consumer campaigns
It is reported that low-amount SHIB and DOGE purchases among local investors are seen as similar to the tendency to collect low-priced digital products in familiar applications. This approach shows that companies are trying to turn user interest into commercial value by combining crypto assets with daily consumption habits.
Rakuten Wallet’s campaign reveals that low-priced tokens such as SHIB and DOGE stand out in Japan not only as investment vehicles but also as marketing elements that increase user interaction.
It is stated that with the connection of SHIB to the Rakuten Pay network within the Rakuten ecosystem, the token has become a payment instrument that can be used at 5 million sales points, rather than being an asset only associated with price movements. Rakuten, as one of Japan’s largest digital services groups, operates in the fields of e-commerce, finance and payments.
Regulatory backdrop in Japan supported expansion
Another noteworthy element in the news was that this commercial expansion gained momentum following regulatory approval in Japan’s tightly regulated crypto market. SHIB was classified as a compliant “Green List” asset by the Japan Virtual and Crypto Asset Exchange Association in November 2025, paving the way for retail-focused companies to use this token more easily.
Mini dictionary: Green List refers to the compliance status in Japan that facilitates the faster listing of certain crypto assets on exchanges. JVCEA is the organization that creates self-regulation and industry standards for crypto asset exchanges in the country.
This step by Rakuten Wallet has also increased competition with Mercari, which launched SHIB transactions through its Mercoin unit at the beginning of the month. Mercari’s 23 million monthly users can buy SHIB for just 1 yen with loyalty points or second-hand sales proceeds. It is considered that this model lowers one of the thresholds for entering the market for cautious individual users.
| Platform | Featured step | user data | Starting amount |
|---|---|---|---|
| Rakuten Wallet | Dog photo campaign and SHIB integration | 44 million users | Not specified |
| Mercari, Mercoin | SHIB started its operations | 23 million monthly users | 1 yen |
Retail companies are entering the arena of crypto exchanges
According to Mercoin’s financial statements, 4 million of the 14 million crypto accounts opened in Japan, or approximately 30%, belong to Mercari users. It was noted that the transaction for 85% of this group was the first entry into the market. Data indicates that retail platforms are becoming increasingly effective at attracting new users to crypto.
By entering the Mercari and Rakuten ecosystems, SHIB challenges the classic crypto industry user acquisition model; because meme coin is being turned into a corporate loyalty tool by large retail companies.
Thus, the spread of SHIB within Mercari and Rakuten weakens the structure in which traditional cryptocurrency exchanges are the sole determinant in reaching mass users. The news emphasizes that meme coin assets have become more visible in Japan with loyalty programs and daily payment flows.
