A "Furusato Nozei Actual Condition Survey (May 2026)" conducted by the General Incorporated Association for the Promotion of Local Government DX (hereinafter referred to as "the Association") with 327 valid responses revealed that the Furusato Nozei expense ratio for municipalities has reached an average of 45.8% and a median of 48.5%. This indicates that half of the municipalities have already surpassed the new expense limit of 47.5% that will be applied from October 2026.

The full details of the survey results and an analysis of the contributing factors will be presented at an online briefing session on July 15, 2026 (Wed).

▼ Register for this Briefing (Free Participation, Pre-registration Required)

July 15, 2026 (Wed) 10:00 AM - 11:30 AM Online (Zoom)

Registration Page: https://www.gdx.or.jp/works/r8_furusato.html

Registration Form: https://forms.gle/HWQTLy9Ua5REe68G6

Survey Result Highlights

- The expense ratio (total) for fiscal year 2025 averaged 45.8% and the median was 48.5%. This is close to the current upper limit of 50%, and the median exceeds the new standard of 47.5% to be applied in October 2026 by 1.0 point.

- The breakdown of expenses shows that the majority are fixed costs, with 27.5% for procurement of return gifts, 10.5% for intermediary website fees, 7.3% for administrative costs and others, and 5.5% for shipping costs. Advertising and promotion costs accounted for an average of only 0.9%, leaving very little room for "proactive investment."

- Regarding efforts to reduce expenses, "reviewing donation amounts/adjusting return gift ratios" stood out at 78.0%. Only 4.9% responded "no specific measures," indicating that over 95% of municipalities have initiated some form of cost reduction.

Background: Gradual Tightening of Expense Ratio Regulations

According to an announcement by the Ministry of Internal Affairs and Communications, the upper limit for Furusato Nozei expenses will be gradually lowered from the current 50% of donation amounts to 47.5% in October 2026, and further to 40% in 2029. Since the upper limit for the procurement of return gifts remains at 30%, the reduction pressure will be concentrated on the "approximately 20%" portion, which includes intermediary website fees, advertising costs, administrative costs, and consignment fees. With only three months remaining until the new regulations take effect, reviewing expense structures is an urgent and common challenge for all municipalities.

"Furusato Nozei Actual Condition Survey (May 2026)" Survey Overview

Survey Sponsor: General Incorporated Association for the Promotion of Local Government DX Survey Target: Furusato Nozei departments of municipalities nationwide Survey Method: Survey requests were sent by mail to Furusato Nozei departments of municipalities nationwide, and responses were collected via a web survey. Survey Period: May - June 2026 Number of Valid Responses: 327 municipalities

Calculation Method: The results for each question were tabulated, and percentages were calculated based on the number of responding municipalities. For single-answer questions, the number of responses for each option was divided by the number of valid responses. For multiple-answer questions, the number of municipalities that selected each option was divided by the number of valid responses. For numerical answers such as donation ratios by portal site and expense ratios, average values were calculated based on the response values from each municipality, and median values were also provided for some items. Please note that for some questions and items, calculations may exclude non-responses and non-applicable cases.

Background of the Event

Furusato Nozei Actual Condition Survey Briefing Session

The Furusato Nozei system is facing a major turning point since its inception, starting with the prohibition of point-based rewards via portal sites in October 2025, followed by the implementation of fair recruitment standards (expense ratios), revisions to local product standards (especially the third criterion scheduled for October 2026), and further revisions to the deduction limit planned from donations in 2027.

This shift moves away from acquisition strategies centered on point competition towards operations that emphasize regional stories and relationships with donors. To visualize the challenges and future strategies faced by each municipality during this transitional period, the Association conducted the "Furusato Nozei Actual Condition Survey (May 2026)" targeting Furusato Nozei departments nationwide.

This briefing session aims to widely share the aggregated results and introduce a comprehensive range of solutions that will be useful for operating Furusato Nozei in the new era.

Program

(Details to be announced. Speakers and detailed program will be announced on the Association's website and the participation registration site as soon as they are decided.)

【Participation Registration Site】

July 15, 2026 (Wed) 10:00 AM - 11:30 AM Online (Zoom)

Registration Page: https://www.gdx.or.jp/works/r8_furusato.html

Registration Form: https://forms.gle/HWQTLy9Ua5REe68G6

Event Overview

Name

Furusato Nozei Actual Condition Survey Briefing Session

Theme

Furusato Nozei: Back to Basics. -- From Points to Stories. From Competition to Empathy

Date and Time

July 15, 2026 (Wed) 10:00 AM - 11:30 AM (90 minutes)

Format

Online Webinar (Zoom) *The meeting URL will be sent via email two days before the event.

Participation Fee

Free (Pre-registration required)

Capacity

100 people (Registration closes once capacity is reached)

Target Audience

Municipal employees, GDX members

Organizer

General Incorporated Association for the Promotion of Local Government DX

About the General Incorporated Association for the Promotion of Local Government DX

The General Incorporated Association for the Promotion of Local Government DX (GDX) is an organization that promotes the digital transformation of local governments and aims for the sustainable development of local communities. In collaboration with local governments, it supports the resolution of regional issues and the creation of innovation using digital technology.

It provides a platform for partnerships that accelerate regional revitalization through digital transformation, acting as a bridge between local governments and businesses.

Inquiries Regarding This Release/Seminar

General Incorporated Association for the Promotion of Local Government DX (GDX Secretariat) Furusato Nozei DX Department

TEL: 03-6683-0106

E-mail: [email protected]

URL: https://gdx.or.jp/

FACT BOX

  • Source: PR TIMES
  • Category: Survey報告