Furusato Nozei H1 2026 Trends: Demand for Daily Necessities Rises Amid Naphtha Shock and Inflation, Satofull Reports

Satofull Inc., operator of the Furusato Nozei (hometown tax) portal site 'Satofull,' has announced the trends for the first half of 2026 based on its listed gift item data.

TOPIC 1: 'Naphtha Shock' Also Impacts Furusato Nozei! Increase in Label-less and Simply Packaged Gifts

High crude oil prices, driven by the situation in the Middle East, and the subsequent surge in naphtha prices are also affecting Furusato Nozei. From April 1 to May 31, 2026, the number of 'label-less' gift items registered on Satofull increased by approximately 6.7 times compared to the same period last year. Keyword searches including 'label-less' also rose more than threefold. Furthermore, due to rising prices, donations for 'household plastic wrap' jumped by about 9 times year-on-year from April 1 to 20.

Amid comments from businesses like 'it's hard to get materials' and 'we have no choice but to raise donation amounts,' Satofull is promoting the development of label-less and simply packaged gifts.

- **Rice**: By making rice bags label-less, the donation amount was set 500 yen lower. (Oamishirasato City, Chiba; Koshihikari no-wash rice 10kg; ¥16,500) - **Hamburgers**: By eliminating trays and packing directly, costs were cut by about 100 yen, maintaining the price. The box size was also reduced, lowering shipping costs. (Shiraoi Town, Hokkaido; 100% beef hamburgers; ¥13,500) - **Spicy Pollack Roe (Mentaiko)**: By removing the outer sleeve for simplified packaging, the donation amount was reduced to ¥5,000 from the usual ¥6,500. (Oki Town, Fukuoka; Mentaiko 500g; ¥5,000)

TOPIC 2: 'Wakeari' is the Top Search Term for H1 2026! Demand for Daily Necessities Grows

In the keyword rankings for H1 2026 (Jan 1 - May 31), 'wakeari' (blemished) was number one, followed by 'rice' at number two and 'toilet paper' at number three. Amid rising food prices, 'wakeari' items, which offer the same quality but are discounted for reasons like size variance, are gaining attention as daily necessities. A donor survey showed that those who 'choose daily necessities more often' were about twice as numerous as those who 'choose rewarding/luxury gifts more often,' indicating a trend of using Furusato Nozei as a practical part of daily life.

TOPIC 3: Worsening Bear Damage Expands Circle of Support via Furusato Nozei

As bear sightings in urban areas become a societal issue, donations through a special Satofull feature page for bear damage control, launched on November 21, 2025, have been increasing. As of June 17, 2026, the number of participating municipalities has grown from 5 to 23, and the total donation amount has reached approximately 10 million JPY (from over 2,900 donations). Interest in this initiative remains high, and the circle of support continues to expand.

TOPIC 4: H2 2026 Hit Prediction: From 'Things' to 'Experiences'! Marathon Donations Nearly Double

As the trend of seeking unique local experiences grows, donations related to 'marathons' have nearly doubled. It is predicted that such experiential gifts ('koto consumption') will be a hit in the second half of the year.