Rakuten Group’s mission is to contribute to society by creating value through innovation and entrepreneurship.

Rakuten means Optimism.
Our mission is to contribute to society by creating value through innovation and entrepreneurship.
Our Philosophy
By providing high-quality services that help our users and partners grow, we aim to advance and enrich society. To fulfill our role as a Global Innovation Company, we are committed to maximizing both corporate and shareholder value.
Our Vision
Our vision is to be a Global Innovation Company, engaging knowledge, creativity and passion from around the world to achieve ambitious goals and help build communities in which people can pursue their dreams and live in happiness.
Our Values and Principles
Our core values, along with the values and principles understood and practiced by Rakuten employees, embody Rakuten Shugi, which consists of two components: our Brand Concepts and Five Principles for Success. With Rakuten Shugi as a common foundation, we place high value on the entrepreneurial spirit that drives us to get things done. By working with local communities and nurturing a robust corporate culture enabling each member of our diverse team to perform at their best, we are committed to boosting corporate value and contributing to progress in society.
Our Code of Ethics
In order to realize our ideal society, Rakuten's Code of Ethics governs our compliance when we carry out our mission as a member of society.