Sato-furu Announces 2026 H1 Popular Furusato Nozei Gift Ranking! Toilet Paper and Tissues Claim Top Two Spots for the First Time

Sato-furu Co., Ltd. (Headquarters: Chuo Ward, Tokyo; President and CEO: Hiroaki Fujii), operator of the furusato nozei portal site 'Sato-furu,' announces the 2026 first-half ranking of popular donation gifts on its platform (※1). In this ranking, toilet paper from Fujinomiya City, Shizuoka Prefecture, has claimed first place for the first time.

TOPICS

◆ Daily essentials dominate 1st and 2nd place for the first time! Is 'cost-saving furusato nozei' becoming the norm amid rising prices?

◆ Staple 'rice' gains prominence—two rice products rank in the Top 10

◆ Gifts for everyday use remain popular—salmon maintains popularity, while carbonated water debuts in the rankings

◆ Premium fruit staple 'Shine Muscat' maintains steady popularity

2026 First-Half Furusato Nozei Popular Gift Ranking

Message from Fujinomiya City, Shizuoka Prefecture

We are deeply honored that our city's furusato nozei gift has claimed first place in Sato-furu's first-half ranking.

We sincerely thank all donors who continue to support our city, as well as the local businesses that provide these appealing gifts.

The gift that claimed first place is environmentally and user-friendly toilet paper made from recycled paper, yet offering a soft, comfortable texture.

We have received many positive reviews from donors, such as 'soft and pleasant to use' and 'helpful since it's something we use every day.' Fujinomiya City also offers a wide range of other high-quality paper products.

Going forward, we will continue working with local businesses to promote our city's charm and contribute to regional revitalization, ensuring donors feel 'I'm glad I chose this.'

In the 2026 first-half popular gift ranking, items frequently used in daily life—such as toilet paper, tissues, rice, salmon, and carbonated water—ranked highly. Amid ongoing price increases, there is a growing tendency for donors to select gifts that help reduce household expenses through furusato nozei, indicating that the practice is becoming established as a practical support for everyday life.

Daily essentials claim 1st and 2nd place for the first time! Is 'cost-saving furusato nozei' becoming the norm amid inflation?

In the 2026 first-half ranking, toilet paper from Fujinomiya City, Shizuoka Prefecture, claimed first place for the first time, while box tissues from Oyama City, Tochigi Prefecture, ranked second. This marks the first time daily essentials have monopolized the top two spots. Additionally, toilet paper also ranked 7th and 8th, meaning daily goods occupied four of the Top 10 positions.

In spring 2026, amid escalating tensions in the Middle East, media reports highlighted growing concerns over paper product supply and pricing. Meanwhile, donor reviews for these gifts frequently mentioned: 'It's a relief to receive essential daily items as gifts amid these high prices' and 'Daily necessities I will definitely use help protect my household budget.' These comments suggest that support for daily goods stems not from stockpiling demand, but from a growing need for 'cost-saving' measures driven by persistent inflation.

In the 2024 annual ranking, box tissues and toilet paper entered the Top 10 for the first time. In the 2025 annual ranking, box tissues ranked 5th and toilet paper 7th, showing that daily essentials have steadily gained prominence. The established demand for receiving daily necessities through furusato nozei likely led to this first-ever top-ranking dominance by daily goods.

Staple 'rice' gains visibility—two products rank in the Top 10

In the 2026 first-half popular gift ranking, rice from Sakai Town, Ibaraki Prefecture, ranked 4th, and rice from Ōamishirasato City, Chiba Prefecture, ranked 6th. With two rice products in the Top 10, the high demand for rice as an essential daily staple is evident.

Looking at monthly application trends, toilet paper dominated the top spots from January to March, while rice gained popularity from April onward. In the April monthly ranking (※2), 'Koshihikari Rice 10kg (Harvested in Reiwa 7)' from Ōamishirasato City, Chiba Prefecture, claimed first place. This gift was ranked 30th from January to March but rose significantly in a short period.

In 2026, increased rice inventory in the market has led to price adjustments and changes in distribution. Some furusato nozei gifts have seen revised donation amounts. For this rice product from Ōamishirasato City, the donation amount was reduced from 20,000 yen to around 16,000 yen between March and April 2026 to adjust inventory. As a result, the number of donations in March increased by over 7 times compared to the previous month (※3), and in May, donations increased by approximately 11 times compared to December of the previous year—a typical peak season for furusato nozei (※4).

These changes suggest that lower donation amounts made the gift more accessible, contributing to its rising popularity. Additionally, as rice is a staple consumed daily, it is also supported as a household-budget-friendly gift.

Gifts for everyday use remain popular—salmon's popularity continues, carbonated water debuts

In the 2026 first-half popular gift ranking, 'Discounted Salmon Fillets (Approx. 2kg)' from Kesennuma City, Miyagi Prefecture, ranked 3rd. This gift ranked 5th in the 2024 annual ranking and 6th in 2025, maintaining strong popularity as a practical, everyday-use gift.

Donor reviews include: 'We thaw and eat it gradually as breakfast side dishes' and 'Since fish is expensive now, we won't lack fish for bento lunches for a while.' This indicates strong support as a gift that supports daily meals. Given the ongoing rise in seafood prices, it is likely chosen as a large-capacity, everyday-use gift.

Additionally, carbonated water from Fujikawaguchiko Town, Yamanashi Prefecture, debuted at 10th place. Japan's average temperature from March to May 2026 was the second-highest since records began (※5), with heat arriving earlier than usual. As a result, donations for this gift from April to May increased by over 1.4 times year-on-year (※6). Donors frequently mention using it not only for hydration but also as a mixer for highballs. Its label-free design, which reduces sorting effort, is also highly praised. Its high convenience as a daily-consumed beverage likely contributed to its first-time entry into the Top 10.

Premium fruit staple 'Shine Muscat' maintains steady popularity

Amid daily essentials and rice dominating the top ranks, 'Shine Muscat (2 bunches, approx. 1kg)' from Yamanashi City, Yamanashi Prefecture, ranked 5th. This gift also ranked 3rd in the 2025 annual ranking, maintaining high popularity this year as well.

Looking at monthly application trends, it ranked 7th from January to March, but as the harvest season approached, attention increased, and in the May monthly ranking (※7), it claimed first place.