Sato Furusato Inc. (Headquarters: Chuo-ku, Tokyo; President and CEO: Hiroaki Fujii), which operates the Furusato Nozei portal site "Sato Furusato," announced the <Regional Edition> Popular Furusato Nozei Thank-You Gifts Ranking for the first half of 2026 on "Sato Furusato." (※)

The ranking for each region in the first half of 2026 can also be viewed on the "Sato Furusato Furusato Nozei Data Lab."

Additionally, the national ranking for popular Furusato Nozei thank-you gifts for the first half of 2026 can be found here.

<Hokkaido Edition> #1 is the ever-popular "Scallops." 5 out of the TOP 10 items are "Seafood."

The #1 item, "Scallops," has ranked #1 for 6 consecutive years from 2019 to 2024 in the national annual ranking, and has maintained the top position in the Hokkaido edition ranking since its announcement. Other popular items include "Salmon" at #2 and "Salmon Roe" at #3, with "Seafood" accounting for 5 of the TOP 10 items.

Furthermore, "Beer" newly entered the rankings at #9. While daily necessities were popular in the national ranking for the first half of 2026, the Hokkaido edition saw Hokkaido's unique specialty products such as "Melons" and "Beer" rank alongside "small-portioned" seafood and "rice." Against the backdrop of rising prices, while interest in thank-you gifts that support daily life is increasing, gifts that allow people to enjoy Hokkaido's culinary appeal continue to receive support.

<Tohoku Edition> "Discounted Salmon Fillets" ranked #1. "Everyday Use" gifts like "Label-less Water" also ranked.

In the Tohoku edition ranking, "Discounted Salmon Fillets, Approx. 2kg" from Kesennuma City, Miyagi Prefecture, which ranked #3 in the national ranking for the first half of 2026, took the #1 spot. This item has frequently ranked high in past Tohoku edition rankings and is a consistently popular gift.

Additionally, for the first time since the ranking was announced, two apple thank-you gifts ranked in the TOP 10.

Furthermore, "Label-less Water" from Zao Town, Miyagi Prefecture, ranked for the first time at #10. "Label-less Carbonated Water" also made its first appearance in the national TOP 10 for the first half of 2026, indicating a trend towards "everyday use" gifts and label-less products that reduce the burden of waste sorting, which is also reflected in the Tohoku edition ranking.

<Kanto Edition> "Daily Necessities" and "Rice," "Everyday Use" gifts are very popular.

The #1 item, "Tissues," has held the top spot for two consecutive years since the Kanto edition annual ranking in 2024. Its enduring popularity is evident with its ranking at #8 and #9 as well. Amidst continued price increases, not only have tissues consistently ranked in the Kanto edition since the first half of 2023, but they also secured the top position for the first time in the first half of 2024, suggesting a settled trend towards choosing daily necessities.

Meanwhile, "Rice" swept the #2 to #4 positions, with the "2 Variety Taste Comparison 10kg" from Sakai Town significantly improving its ranking from #9 in the 2025 annual ranking to #2. Furthermore, Koshihikari rice from Oamishirasato City ranked #3 and #4. The rice at #3 had its donation amount lowered from 20,000 yen to approximately 16,000 yen from March to April 2026, aiming to adjust inventory. As a result, the number of donations in March increased by more than 7 times compared to the previous month (※1), and the number of donations in May increased by approximately 11 times compared to December of the previous year, which is a typical busy period for Furusato Nozei (※2).

※1 Calculated from the number of donations for the relevant thank-you gift on "Sato Furusato" from March 1, 2026, to March 31, 2026, and from February 1, 2026, to February 28, 2026.

※2 Calculated from the number of donations for the relevant thank-you gift on "Sato Furusato" from May 1, 2026, to May 31, 2026, and from December 1, 2025, to December 31, 2025.

<Chubu Edition> All TOP 6 thank-you gifts in the Chubu edition also ranked in the national TOP 10. A lineup of highly popular items nationwide.

In the Chubu edition ranking, the #1 item, toilet paper, achieved its first #1 ranking in the national ranking for the first half of 2026. Furthermore, all TOP 6 thank-you gifts in the Chubu edition ranked in the national TOP 10, indicating high support nationwide.

Additionally, 9 out of the TOP 10 items were from Shizuoka Prefecture and Yamanashi Prefecture, highlighting the strengths of both prefectures: paper products from Shizuoka Prefecture and fruits from Yamanashi Prefecture.

Furthermore, Yamanashi Prefecture's offerings included the perennial favorite Shine Muscat, as well as peaches ranking at #7, suggesting a broadening popularity of "Yamanashi Fruits."

<Kinki Edition> While "Everyday Use" gifts are highly supported, regional brand ingredients remain popular.

In the Kinki edition ranking, the "Drip Bag Coffee Awajishima Assortment Set" took the #1 spot, following its success in the 2025 Kinki edition annual ranking. It has steadily climbed the ranks since its #10 position in the 2023 Kinki edition annual ranking. With 6 varieties and 120 bags, it is believed to be supported by its ability to be enjoyed for a long time by those who regularly drink coffee.

Furthermore, tissues (#3) and toilet paper (#7) both entered the TOP 10 for the first time, indicating increased demand for daily necessities even in the Kinki edition, where they had not previously ranked in the TOP 10. On the other hand, 4 out of the TOP 10 items were related to Awajishima, with two of them being onions. Amidst rising demand for economic protection nationwide, strong support for regional brand ingredients continues.

<Chugoku Region Edition> "Toilet Paper" thank-you gifts took the #1 and #2 spots.

In the Chugoku Region edition ranking for the first half of 2026, "Eliseir Deodorant+ Toilet Tissue Double 72 Rolls" from Tsuyama City, Okayama Prefecture, ranked for the first time and immediately took the #1 spot. This is the first time a "toilet paper" thank-you gift has ranked #1 in the Chugoku Region edition ranking, and "toilet paper" products occupied both the #1 and #2 positions.

Additionally, "Grilled Sushi Nori" from Akiota Town, Hiroshima Prefecture, rose to #4 in the first half of 2026, setting a new record high, after its debut at #6 in the first half of 2025 and ranking #8 in the annual ranking.

Furthermore, for the first time, three natural water thank-you gifts simultaneously entered the TOP 10. Amidst growing interest in daily necessities, support for essential items for daily life is expanding.

<Shikoku Edition> "Setoka" takes the top spot for the first time. Daily necessities have an even greater presence than before.

In the Shikoku edition ranking, "Setoka" achieved its first #1 ranking. Furthermore, half of the TOP 10 items were citrus fruits, including "Setoka," highlighting the popularity of Ehime Prefecture's citrus fruits.

On the other hand, in addition to the consistently popular "Katsuo" (bonito), three "Toilet Paper" thank-you gifts from Anan City, Tokushima Prefecture, ranked, increasing the presence of daily necessities. While daily necessities are also popular nationwide, the Shikoku edition also saw support for daily necessities driven by the need for economic protection, showing a trend of selecting both regional specialty products and practical goods.

<Kyushu/Okinawa Edition> "Hamburg Steak" is the overwhelming #1. The popularity of Amaou strawberries is also due to Sato Furusato's "Thank-You Gift Development Group."

The #1 item, "Long-Established Butcher's Premium Hamburg Steak" from Karatsu City, which ranked #1 in the Kyushu/Okinawa edition annual ranking for two consecutive years in 2024 and 2025, continued to hold the top spot in the first half of 2026 ranking, maintaining overwhelming popularity. Furthermore, "Chicken" from Saito City, Miyazaki Prefecture, and "Horse Meat" from Kosa Town, Kumamoto Prefecture, newly ranked, with "Meat" thank-you gifts accounting for half of the ranking.

Additionally, three "Amaou" strawberries from Fukuoka Prefecture ranked in the TOP 10, the highest number ever recorded in previously announced rankings, increasing the presence of strawberries.

Specifically, the "Amaou" from Oki Town, Fukuoka Prefecture, at #7, is a thank-you gift developed by Sato Furusato's "Thank-You Gift Development Group," which supports the development of better thank-you gifts through regional issue resolution, in collaboration with local residents. It utilizes a system where multiple strawberry farmers can jointly offer a single thank-you gift, making it easier for donations to be consolidated into one item compared to offering gifts from individual producers. As a result, it quickly ranked high in the strawberry category ranking after its introduction in August 2025. Donations referencing the ranking were also gathered, and its sustained popularity led to its inclusion in the first half ranking.

While daily necessities and economically protective gifts occupied the top positions in the national ranking, the Kyushu/Okinawa edition saw regional specialty products gain support.

※ Calculated by narrowing down to thank-you gifts for each region from the number of donations on "Sato Furusato" from January 1, 2026, to May 31, 2026.

* Some thank-you gifts are outside the acceptance period or have ended their availability.

* Thank-you gift information is as of June 11, 2026. For the latest information, please check "Sato Furusato."

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  • Source: PR TIMES
  • Category: press_release