LR

What LR does

LR株式会社 (LR Inc.) is a privately held Japanese B2B services company founded on August 31, 2016 by Suenaga Yuma, a former Rakuten EC consultant, headquartered in Hioki City, Kagoshima Prefecture. The company operates a three-pillar service platform: (1) ふるさと納税支援事業 (hometown tax donation support) — acting as an intermediary (中間事業者) that provides municipalities with portal site management, return-gift page creation, product photography, inventory/order/delivery management, call-center donor support, one-stop application handling, gift-payment agency services, product and operator development, advertising operations, and marketing strategy; (2) EC制作支援事業 (e-commerce production support) — leveraging the in-house Rakuten storefront じもと百貨 to expand sales channels for producers; and (3) 地方創生事業 (regional revitalization) — broader engagements including abandoned-school repurposing, information-dissemination systems, surveys, and policy consulting.

The business serves Japanese municipalities (local governments) as its primary customer segment, supported by consumer-facing sub-brands such as the Amazon storefront 末永商店, the repurposed-school coworking/cafe hub 日日nova, the metaverse platform ネオ日置, the Kagoshima-based 油そば373 restaurant, the Kamichiku Holdings joint venture LR Plus K (meat e-commerce), and city portal sites ひおきと and いちきくらし〜くらしなび. As of June 1, 2026 LR employed 207 staff across 21 offices in 10 prefectures and supports municipalities in all 47 Japanese prefectures. Revenue is generated primarily through professional services fees paid by municipalities for hometown tax donation operations, with no publicly disclosed pricing; secondary revenue comes from in-house e-commerce and physical retail sub-brands. A 2025 partnership with Kaltive added a corporate hometown-tax donation line, while the February 2026 LR Plus K joint venture (with Kamichiku Group Holdings) extended the platform into meat e-commerce and livestock return gifts.

Name

LR

Legal name

LR株式会社

Website

https://local-revitalization.co.jp

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

LR株式会社 is a Japanese B2B services firm founded in 2016 that supports municipalities with hometown tax donation intermediary services, e-commerce channel development, and regional revitalization projects, operating from 21 offices across 10 prefectures.

Ownership category

akta.pro rank

Product category

Government Consulting & Regional Revitalization Services

NAICS

All Other Business Support Services (561499)

SIC

Services-Management Services (8741)

akta.pro primary industry

B2B Marketplaces & Wholesale Platforms (BPAMAGAD)

Keywords

• Hometown tax donation services
• Regional revitalization consulting
• Municipal intermediary services
• E-commerce production support
• Local government support

Headquarters

HQ city

Hioki

HQ country

Japan

HQ region

Asia

Offices21 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Hometown Tax Donation Support Services: LR acts as an intermediary (中間事業者) providing comprehensive B2B services to Japanese municipalities for managing their hometown tax donation programs. Services include portal site management, product photography,返礼品 (gift) page creation, inventory management, order processing, delivery management, donor support (call center), one-stop special application handling, gift payment agency services, gift product development, business operator development, advertising operations, promotion support, and marketing strategy. Revenue is generated through service fees paid by municipalities.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

LR株式会社 operates as a B2B intermediary providing comprehensive hometown tax donation (ふるさと納税) support services to Japanese municipalities, including portal site management, gift product development, donor support, advertising operations, and marketing strategy. The company also operates EC production support via its own Rakuten shop "じもと百貨" and Amazon storefront "末永商店," and delivers regional revitalization services such as abandoned school repurposing, administrative consulting, and information dissemination platforms. Its three core service pillars — ふるさと納税支援事業, EC制作支援事業, and 地方創生事業 — serve municipalities across all 47 Japanese prefectures through 21 sales offices.

Product overview

LR株式会社 operates as a regional revitalization company with three core service pillars: ふるさと納税支援事業 (hometown tax donation support), EC制作支援事業 (e-commerce production support), and 地方創生事業 (regional revitalization). The company offers a unified platform approach combining intermediary support services for municipalities, EC shop operations through 'じもと百貨', and various regional activation projects. Their product portfolio includes sub-brands such as 末永商店 (self-developed product EC), 日日nova (abandoned school conversion facility), ネオ日置 (metaverse platform), 油そば373 (regional cuisine restaurant), LRプラスK (meat product joint venture), and portal sites like ひおきと and いちきくしきのい〜くらしナビ.

Differentiator

Problem solved

Functional benefit

Brands

• じもと百貨: E-commerce shop on Rakuten Market operated by LR, selling regional specialty products from producers nationwide with the concept of delivering 'the best local delicacies from around the country'
• 末永商店
• 日日nova
• 油そば373-minami-
• LR Plus K (株式会社LRプラスK)

Products and services

• Hometown Tax Donation Support Services (ふるさと納税支援事業) Comprehensive B2B intermediary support service for Japanese municipal hometown tax donation programs. Includes portal site management across Rakuten, Amazon, Yahoo!, and auction; return gift product photography and page creation; inventory and order processing; delivery management; donor call center; one-stop special application handling; gift payment agency services; gift product development; business operator development; advertising operations; promotion support; and marketing strategy. Targeted at Japanese municipalities seeking to grow donation volumes.
• EC Production Support Services (EC制作支援事業) Sales expansion support service utilizing LR's own Rakuten EC shop "じもと百貨" (Jimoto Hyakka) to enable return gifts from hometown tax donation programs to be sold to general consumers without additional EC operational burden for partner producers and municipalities. Targeted at local producers and municipalities needing EC distribution channels.
• Regional Revitalization Services (地方創生事業) Multi-faceted support service for regional revitalization initiatives, including abandoned school utilization projects (e.g., 日日nova facility), information dissemination systems, survey analysis, seminar planning, and administrative policy consulting. Targeted at Japanese municipalities pursuing local development and population retention strategies.

Quantifiable outcome

• All supported municipalities showed increased donation amounts compared to pre-support levels
• +3 more outcomes

Named customers10 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

One partnership is on record.

• 株式会社カルティブ (Kaltive)coreGTM or Marketing Partner · 22 August 2025LR partnered with Karu Tivu (Calitive), operator of the regional problem-solving platform 'river (リバー)' for corporate hometown tax donation support. The partnership combines LR's regional support expertise with Karu Tivu's platform operation capabilities to provide stronger partnership and support for municipalities and companies in corporate hometown tax donation initiatives.

Scale indicators5 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• JTB (Japan Travel Bureau): Major travel services group with a regional co-creation and destination-promotion business. Comparable because it competes with LR for municipality regional-revitalization projects and inbound/domestic promotion work.
• Pasona Group: Diversified HR services group with explicit regional revitalization ('chiiki souzou') operations including hometown tax support. Comparable in serving municipalities on regional development mandates.
• Rakuten Group (Satofuru): Rakuten operates the 'Satofuru' hometown tax donation portal. It is comparable because it competes with LR on the portal side and is also the source of LR founder's domain expertise, while being vastly broader in scope.
• Mynavi (Hometown Tax Donation service): Mynavi operates hometown tax donation-related services and content. Comparable because it competes for municipality intermediary contracts, though Mynavi is much broader in HR/media.

Direct peers

• Trustbank: Operator of 'Furusato Choice,' the largest hometown tax donation portal in Japan. Directly comparable as it serves the same municipal customers on the donation intermediation side and operates at much larger scale.
• i-mobile: Affiliate marketing company that operates hometown tax donation affiliate services ('One's Recommended Choice') for municipalities. Comparable as a competing intermediary channel for municipal clients.
• Culture Convenience Club (Furunabi): CCC operates the 'Furunabi' hometown tax donation platform. Comparable as a direct competitor in the consumer-facing donation portal layer that LR's municipal clients also list on.

Regional players

• Nippon Travel Agency (NTA): Established travel agency with regional revitalization and inbound tourism programs for Japanese municipalities. Comparable in addressing the same municipal regional-promotion needs from a different angle.

Emerging players

• Shift Seven Consulting: Boutique consultancy supporting local governments on hometown tax donation strategy, return-gift procurement, and regional revitalization. Comparable as a smaller, specialized competitor for the same municipal clients.
• Relic: Regional revitalization and innovation consulting firm that works with Japanese municipalities on entrepreneurship and economic development. Comparable as it pursues the same municipal/government regional revitalization projects LR addresses.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCz5ZBkr8bLHZAd0gR8gB5xw
• Facebookja-jp.facebook.com/LRinc.jp
• Instagraminstagram.com/localrevitalization.company

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 LR