FeliCa Pocket Marketing

What FeliCa Pocket Marketing does

FeliCa Pocket Marketing is a Japanese B2G and B2B software company founded in 2008 that builds regional digital currency and citizen engagement platforms for Japanese municipalities. Its flagship technology is the Yomusubi (よむすび) Regional Super App (RSA) — recognized by Japan's Digital Agency as an excellent example — which serves as a modular super-app framework combining digital payments (FeliCa and QR), regional currencies, point systems, premium vouchers, health tracking, and government services into white-labeled, municipality-branded apps such as Saitama Minna no App, NakaPay, and MinatoKu PAY. The platform is supported by integrations with AEON Pay, au PAY, MerPay, Rakuten Card, Seven Bank ATM, and a consortium of 203 regional financial institutions, with AEON Financial Service serving as the registered issuer for digital currencies including SaiCoin.

The company generates revenue through three primary streams: multi-year platform contracts with municipalities for system deployment and ongoing operational support (custom-priced), managed services for premium digital voucher campaigns (typically 20–50% premium rates), and tiered monthly subscriptions for the Hapiribu corporate health management app (30,000–100,000 yen/month based on company size). Its go-to-market is direct enterprise field sales targeting local governments through a structured 7-step consultative flow, positioning the firm as a "running partner" through implementation and operations.

FeliCa Pocket Marketing operates as a privately held corporation backed by AEON Financial Service (principal shareholder), Sony Corporation, and Dai Nippon Printing — a shareholder structure that provides both regulated financial infrastructure and core technology capabilities. As of April 2026, the company reported cumulative adoption by 150+ municipalities and 17 years of operational experience, with flagship deployments reaching 350,000 users and 2,900 participating stores (Saitama) and 68,000 downloads across 1,310+ stores (Nakano/NakaPay) within their first year of operation.

Name

FeliCa Pocket Marketing

Legal name

フェリカポケットマーケティング株式会社 (FeliCa Pocket Marketing Inc.)

Website

https://felicapocketmk.co.jp

Company type

Private

Founded year

2008

Operating status

Operating

Short description

FeliCa Pocket Marketing is a Japanese B2G software company, founded in 2008, that provides the Yomusubi regional super-app platform powering digital currencies, health apps, and citizen services for 150+ Japanese municipalities, backed by AEON Financial Service, Sony, and Dai Nippon Printing.

Ownership category

akta.pro rank

Product category

Regional Digital Currency and Municipal Government Software

NAICS

Sales Financing (52222)

SIC

Miscellaneous Business Credit Institution (6159)

akta.pro primary industry

Super-App Wallets & Mini-Program Payments (FSAMAEAE)

akta.pro secondary industries

Digital Wallet Infrastructure (Tokenization, Wallet-as-a-Service) (FSAMAEAI), BNPL Consumer Apps & Wallets (Discovery, Management) (FSAGAIAG), POS, SoftPOS & In-Person Acceptance Infrastructure (FSAGABAO)

Keywords

• Regional digital currency
• Municipal payment platforms
• Citizen engagement apps
• Health management software
• Digital voucher systems

Headquarters

HQ city

Shimbashi

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Platform/System Provision to Municipalities: The company provides digital regional currency platforms, health apps, and related systems to Japanese municipalities on a contract basis. Revenue is generated through system development, deployment, and ongoing operational support services provided to local government clients.
2. Premium Digital Voucher Campaigns: Implementation and operation of premium digital coupon campaigns for municipalities, where consumers purchase vouchers at a discount and receive premium value (e.g., 30-50% bonus). The company provides the technology platform and operational support.
3. Health Management App (Hapiribu): Corporate health management application offered in tiered subscription plans (Standard: 30,000 yen/month, Premium: 50,000 yen/month, Advance: 100,000 yen/month) based on company size.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

FeliCa Pocket Marketing develops and operates the Yomusubi (よむすび) Regional Super App (RSA) platform, a modular super-app infrastructure that Japanese municipalities license and white-label as citizen apps. The platform bundles digital regional currency, e-money, points, premium gift certificates, health points, eco/SDG activities, and government service functions, deployed under custom multi-year contracts with local governments. The company also sells the Hapiribu corporate health management app and the MachiToku Pay regional cashless payment platform on a subscription or campaign basis.

Product overview

FeliCa Pocket Marketing operates primarily as a B2B/B2G (business-to-government) solutions provider, offering its よむすび platform as the foundational infrastructure for a portfolio of regional digital currency and citizen service apps. The core よむすび platform and its RSA (リージョナルスーパーアプリ®) variant provide digital payment functions (regional currency, e-money, points, premium gift certificates) alongside modular mini-apps for health, eco, SDGs, and government services. These are white-labeled as municipality-branded apps such as さいたま市みんなのアプリ, ナカペイ, みなトクPAY, マチカネポイントアプリ, and ひの健幸アプリ. The company also offers standalone solutions: the corporate health management app ハピリブ, the environmental app エコふぁみ, and premium gift certificate programs. The まちトクPay product targets municipalities seeking a simpler cashless integration approach using existing payment apps.

Differentiator

Problem solved

Functional benefit

Brands

• よむすび (Yomusubi): Regional communication platform and super-app foundation featuring payment functions, health, eco, and SDG features. Selected as a digital agency best practice example.
• まちトクPay
• ハピリブ (Hapiribu)

Products and services

• Yomusubi (よむすび) Regional Super App Platform
• MachiToku Pay (まちトクPay)
• Saitama City Minna no App (さいたま市みんなのアプリ)
• NakaPay (ナカペイ)
• Minato Toku PAY (みなトクPAY)
• Hino City Health App (ひの健幸アプリ)
• Machikane Point App (マチカネポイントアプリ)
• Hapiribu (ハピリブ) Corporate Health Management App
• Health Point Solutions (健康ポイント)
• Premium Digital Gift Certificates (プレミアム付き商品券)
• Eco Family App (エコふぁみ)
• Government Benefit/Distribution Solutions (交付・給付金)

Quantifiable outcome

• 17 years of operational experience with regional currencies
• +3 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

AI capability2 records

Feature6 records

Partnerships

Ten partnerships are on record, tiered minor, major and core.

• HELLO CYCLING (NTT Docomo)minorGTM or Marketing Partner · 1 December 2024HELLO CYCLING electric cycle sharing service partnered with Saitama Minna no App to distribute free coupons and promote local mobility.
• JTB Corporation (株式会社JTB)majorImplementation/ SI/ Consulting Partner · 1 October 2024JTB serves as the operating secretariat for the Nakano Ward NakaPay digital regional currency campaign. FeliCa Pocket Marketing provides the system and app while JTB manages campaign operations.
• Saitama City Regional Trading Company 'Tsunagu' (株式会社つなぐ)coreStrategic or Co-development Partner · 3 June 2024Tsunagu is a regional trading company jointly established by Saitama City, local economic organizations, and companies to operate the Saitama Minna no App and digital regional currency system. FeliCa Pocket Marketing provides the technology platform.
• Saitama Regional Financial Institutions ConsortiummajorTechnology or Integration · 3 June 2024Consortium including Saitama Resona Bank, Musashino Bank, and Saitama Shinkin Bank enabling 'SaiCoin' charging through 203 financial institutions including major banks.
• AEON Financial Service Co., Ltd. (イオンフィナンシャルサービス株式会社)coreStrategic or Co-development Partner · 1 January 2008AEON Financial Service is the principal shareholder of FeliCa Pocket Marketing and serves as a strategic partner for digital currency issuance and financial services integration. AEON Financial Service issues digital regional currencies such as 'SaiCoin' and provides financial infrastructure for the platforms.
• Sony Corporation (索尼株式会社)coreTechnology or Integration · 1 January 2008Sony Corporation is a shareholder providing technology expertise, including FeliCa (Felica) card and QR code processing technology integration. The company name itself derives from the FeliCa technology heritage.
• Dainippon Printing Co., Ltd. (大日本印刷株式会社)coreTechnology or Integration · 1 January 2008DNP is a shareholder contributing printing, security, and card-related technology capabilities to the regional currency and voucher systems.
• AEON Pay (离子支付)majorTechnology or IntegrationMachiToku Pay integrates with AEON Pay for cashless point redemption, enabling regional points accumulation through AEON's payment infrastructure.
• au PAY (KDDI)majorTechnology or IntegrationMachiToku Pay integrates with au PAY, allowing users to accumulate regional points through the au PAY payment system.
• MerPay (Mercari)majorTechnology or IntegrationMachiToku Pay integrates with MerPay, providing regional points accumulation capability through the MerPay payment ecosystem.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Rakuten Pay: Rakuten Pay is Rakuten Group's QR/barcode mobile payment service widely accepted across Japan. It competes with FeliCa Pocket Marketing at the in-person payment and merchant acceptance layer, particularly for cashless point accumulation.
• MerPay (Mercari): MerPay is Mercari Group's digital wallet, integrated into the Mercari marketplace app. It is comparable as one of the three major QR payment rails integrated into FeliCa Pocket Marketing's MachiTokuPay, competing at the consumer payment and merchant acceptance layer.
• au PAY (KDDI): au PAY is KDDI's QR payment service and one of the three integrated cashless payment methods in FeliCa Pocket Marketing's MachiTokuPay platform. It competes as a national-scale mobile wallet while also serving as a partner rail for the company's regional point system.
• PayPay: PayPay is Japan's largest QR-based mobile payment platform with tens of millions of users. It is comparable to FeliCa Pocket Marketing as a competing smartphone payment and merchant acceptance layer, though it focuses on national-scale consumer payments rather than municipal regional currencies.
• LINE Pay (LY Corporation): LINE Pay was a major Japanese mobile payment service built on the LINE messaging super-app. It is comparable to FeliCa Pocket Marketing as a smartphone-based payment and merchant loyalty platform with strong consumer penetration (now operating under PayPay Corporation).

Broad incumbents

• AEON Financial Service: AEON Financial Service is the principal shareholder of FeliCa Pocket Marketing and a major Japanese consumer finance and payments conglomerate. It is comparable as the registered issuer of multiple digital regional currencies (e.g., SaiCoin) and a broader financial services incumbent that overlaps in payments and card issuing.

Others

• Dai Nippon Printing (DNP): DNP is a shareholder of FeliCa Pocket Marketing contributing printing, security, and card technology capabilities. It is comparable as a strategic technology partner and broader Japanese GovTech-adjacent infrastructure provider in secure card and credential issuance.
• JTB Corporation: JTB is a major Japanese travel services company that operates the Nakano Ward NakaPay regional currency campaign. It is comparable as a partner (operating secretariat) rather than a direct competitor, illustrating the type of consortium player that deploys FeliCa Pocket Marketing's platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FeliCa Pocket Marketing