Why are Japan’s global residents choosing Rakuten Mobile?
9 hours ago
Mobile service is a basic necessity in Japan – including for those who hail from abroad. But for many international residents, between language barriers and puzzling paperwork, signing up for a cell plan can be a tricky undertaking.
Rakuten Mobile is changing that – and Japan’s global community is taking notice.
A recent survey by MMD Labo revealed that Rakuten Mobile is now the most-used carrier among international residents in Japan, claiming a 21% share – well ahead of the second-place provider at 15.6%. Even more telling: 25.5% of international respondents revealed that Rakuten Mobile would be their top consideration next time they switched carriers.
Word of mouth fueling organic growth
After just a few short years in operation, Rakuten Mobile has earned a reputation for good service among subscribers in Japan. Last year it won the top spot in the Oricon Customer Satisfaction Survey for the second year running.
“The fact that global subscribers are driving organic growth through word of mouth is a strong indicator that we’re doing something right.”
Yu Nishimura, Senior Manager, Rakuten Mobile’s Marketing Planning Department
Subscribers praise the simple pricing plans and quality of coverage – a product of expanded bandwidth, breakthroughs in 5G and rapid improvements in the fundamental technology driving the network. As of February 2025, Rakuten Mobile had surpassed 8.5 million subscribers in Japan.
Among non-Japanese subscribers, the recent survey highlighted two fundamental draws of the service: price and data capacity. Rakuten Mobile’s single, unlimited plan offers value that few competitors can match, especially for data-heavy users.
The survey also revealed that word of mouth is Rakuten Mobile’s most powerful marketing tool among global residents. New users are discovering the service not through advertising, but primarily through friends, coworkers and social groups.
“The fact that global subscribers are driving organic growth through word of mouth is a strong indicator that we’re doing something right,” remarked Yu Nishimura, Senior Manager of Rakuten Mobile’s Marketing Planning Department. “Subscribers are clearly seeing the value and telling others, which is the best endorsement we can hope for.”
Rakuten Mobile’s strong reputation is translating into real numbers. Non-Japanese subscribers now account for around 25% of all contracts, an 8% year-on-year increase.
Speaking your language
Rakuten Mobile’s success among Japan’s global residents is far from accidental: since launch, the carrier has made intentional moves to support non-Japanese customers. Specifically, the company has targeted long-standing friction points surrounding accessibility, pricing and usability.
Multilingual support is one standout example. Customers at Rakuten Mobile stores have access to support materials in English, Chinese, Nepali, Vietnamese and more. Multilingual leaflets help explain contracts and documents, while staff at some 162 stores around Japan use Pockettalk AI translators to aid communication further.
In May 2025, Rakuten Mobile expanded multilingual efforts even further. In addition to Japanese and English, the Rakuten Mobile website is now available in Simplified and Traditional Chinese, Korean, Vietnamese, Indonesian and Portuguese.
“Overcoming the language barrier when signing up for a mobile contract has long been a challenge for global users in Japan” explained Nishimura. “We’re happy to see that our efforts to simplify the process and provide inclusive services are paying off.”
Setting a new standard
Rakuten Mobile has expressed a commitment to further improvements to international accessibility, aiming to set a new standard for carriers in Japan. Nishimura hopes that Rakuten Mobile’s multilingual success will serve as a positive example to Japan’s wider telecommunications industry.
“The success we’ve had in attracting such a broad, diverse base of customers gives us confidence that the product we offer is fundamentally appealing,” said Nishimura. “We hope other carriers take note. Accessibility shouldn’t be an afterthought – it should be an integral part of all services from the outset.”
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