Furusato Nozei Repeater Municipality Ranking―Why Are They Chosen Again and Again? Discove Hidden Gifts

Furusato Nozei, or the Hometown Tax Donation Program, is widely known as a system where taxpayers donate to municipalities in exchange for thank-you gifts. Starting in October 2025, however, the Ministry of Internal Affairs and Communications will abolish the point-reward system tied to donations. As a result, the focus will shift from “extra perks” to the quality of gifts and the reliability of municipalities.

To explore this shift, Smartmoney Life surveyed 3,000 people nationwide, paying special attention to repeat donors—those who repeatedly choose thank-you gifts from the same municipalities. The survey reveals which municipalities and gifts are most often selected, and the reasons behind their popularity.

Furusato Nozei: Users Show Strong Repeat Tendencies

When asked whether respondents had ever used the Furusato Nozei system, 62.2% said they had never tried it, while 37.8% said they had. Among experienced users, about 70% had used the system for three or more years, indicating a strong tendency to continue once they start.。

Respondents noted that while the system may appear complicated at first, once tried, they found benefits that motivated them to continue year after year.

70% of Donors Choose the Same Municipality and Gifts Repeatedly

Among those who had donated for two or more years, 70% said they had chosen the same municipality and the same gift multiple times. This shows high satisfaction with the gifts and municipalities, leading to loyalty and repeat behavior.

Seafood, Meat, and Rice Dominate/Thank-you gifts

Analysis of categories revealed that seafood, meat, and rice accounted for the majority of repeat selections. Other categories such as fruit, alcoholic beverages, and non-food items also appeared but in much smaller proportions. Overall, food gifts overwhelmingly dominate repeat choices

Top 5 Most Popular Municipalities (2025 Edition)

Based on valid responses from 521 people, the following municipalities stood out as the most repeatedly chosen:

It is particularly notable that northern seafood delicacies such as scallops and salmon roe, and southern livestock products like pork and beef, stand side by side at the top of the rankings—two contrasting categories representing Japan’s diverse regions.

In addition, Izumisano City, located near a major metropolitan area, and Yamagata City, well-known for its fruit and rice production, also ranked high. This shows how each region’s unique strengths attract repeat donors.

Top 3 Municipalities by Gift Category

By breaking down responses by category, the top municipalities are:

As a result of a more detailed survey by category, scallops from Hokkaido stood out in the seafood category, meat was chosen either for cost performance or as branded regional specialties, and rice was overwhelmingly dominated by Koshihikari.

Why Do Donors Repeat? Satisfaction with Quality and Taste

The top reason for repeating the same municipality and gift was ‘satisfaction with quality and taste.’ Other major reasons included ‘balance between price and quantity,’ and ‘storability and convenience.’ While emotional reasons such as ‘affection for the municipality’ were also cited, they were less frequent.

Real Voices from Repeat Donors

Next, we asked the 100 respondents who chose seafood, 90 who chose meat, 60 who chose rice, and 120 who chose other categories to provide more detailed information on which thank-you gifts they had repeatedly selected.

🐟 Seafood & Marine Products (100 respondents) — Scallops and Eel Are the Two Biggest Favorites

Seafood is overall the most popular category. Hokkaido-branded seafood and the special appeal of eel emerged as the two biggest favorites. In addition, freshness, storability, and ease of cooking were frequently cited as reasons for repeat selections.

Scallops

These comments show that scallops are repeatedly chosen not only for their great taste but also for their everyday convenience.

Eel

• “Compared with those from other municipalities, this eel suits my taste overwhelmingly.”(Aritagawa Town, Wakayama / Male, 55, Osaka)
• “The flavor of the wild eel is excellent. It’s completely different from what I’ve eaten before, so I’m very satisfied.”(Yatsushiro City, Kumamoto/ Female, 54, Kyoto)
• “The eel is delicious.”(Kanoya City, Kagoshima / Female, 58, Tokyo)
• “Very tasty.”(Kagoshima City, Kagoshima / Female, 37, Chiba)）

Eel, a classic summertime delicacy in Japan, is frequently chosen again for its sense of specialness and high quality.

Hidden Gems Among Seafood Repeat Donors

• Katsuo Tataki (seared bonito): “Although the pieces were irregular, the quantity was large and there was no fishy smell. It was delicious.”(Ainan Town, Ehime / Female, 50, Kanagawa)
• Saikyo-zuke (miso-marinated fish): “Individually packed and very convenient to use. The flavor was also excellent.”(Kiyama Town, Saga/ Male, 64, Tokyo)
• Squid & Octopus: “Though not freshly prepared, the seafood was frozen at very high freshness and tasted wonderful.”(Karatsu City, Saga / Male, 55, Kanagawa)
• Sea Urchin (Uni): “Freshly caught uni delivered in milk bottles—absolutely delicious.”(Yamada Town, Iwate / Female, 47, Tokyo)
• Crab: “The gift came with a message from the mayor, which added a sense of warmth.”(Teshikaga Town, Hokkaido / Male, 67, Kyoto)
• Tuna: “It’s my hometown, so it truly feels like Furusato Nozei. I love tuna and it’s delicious.”(Yaizu City, Shizuoka / Male, 50, Tokyo)
• Dried Fish: “My mother’s family is from Himi City, so I know how tasty the seafood is. During harsh winter weather when shopping is difficult, dried fish is very useful.”(Himi City, Toyama / Female, 40, Toyama)

Seafood stands out for its strong regional identity, long shelf life when frozen, and generous portions that families can enjoy together—key reasons why repeat donors keep choosing it.

🥩 肉類（90名調査） ― 牛肉が圧倒的人気、次いで豚肉

Rank	Thank-you Gift	Votes
🥇	Beef (fresh cuts)	49
🥈	Pork (fresh cuts)	23
🥉	Beef (processed items)	10
4th	Pork (processed items) / Chicken	3 each
5th	Others	2

Meat was praised for its sense of luxury, quantity, and quality. In particular, beef accounted for more than half of repeat selections. Three main points drove repeat donations: generous quantity for the donation amount, ease of freezing and storage, and “family enjoyment.”

Beef (Fresh Cuts)

• “They provide delicious meat, and you can even choose delivery timing for New Year’s.”(Miyakonojo City, Miyazaki / Male, 62, Aichi)
• “Tender, easy-to-eat beef that the whole family enjoys.”(Miyakonojo City, Miyazaki / Female, 35, Saitama)
• “Among all options, you receive the most domestic beef for the donation amount.”(Izumisano City, Osaka / Male, 65, Kanagawa)
• “I had never tried Aka-ushi beef before, but after receiving it as a return gift and eating it as yakiniku, it was tender, satisfying, and very delicious.”(Minamiaso Village, Kumamoto / Male, 65, Saitama)
• “The taste is great, and the meat is divided into small portions, which makes it easy to use.”(Hidaka Town, Wakayama / Female, 55, Hyogo)

Pork (Fresh Cuts)

• “The Kurobuta pork from Miyakonojo is tender and delicious.”(Miyakonojo City, Miyazaki / Male, 73, Saitama)
• “The pork gifts come in very large quantities and are of high quality, so I like them.”(Miyakonojo City, Miyazaki/ Female, 51, Gunma)
• “The pork is tasty, with generous amounts for the price—very good value.”(Miyakonojo City, Miyazaki / Male, 49, Hiroshima)
• “The seasoned pork offal was delicious and came in a large quantity, so I really liked it.”(Nemuro City, Hokkaido / Male, 68, Nagano)

Popular Processed Meat Products (Voices from Repeat Donors)

• Beef (hamburg steaks): “I always order the famous hamburg steaks from Iizuka. They are so delicious that I can’t help but repeat.”(Iizuka City, Fukuoka / Female, 62, Yamaguchi)
• Pork (processed): “These items are rarely available in Tokyo stores.”(Kani City, Gifu / Female, 57, Aichi)
• Beef (branded): “We got to enjoy high-quality branded beef we normally don’t eat.”(Matsusaka City, Mie / Male, 63, Kanagawa)
• Jingisukan (marinated lamb): “The lamb used is Suffolk and already seasoned—very tasty.”
  (Shibetsu City, Hokkaido / Male, 72, Kanagawa)

🍚 Rice (60 respondents) — Koshihikari Is the Clear Favorite, with Other Varieties Trailing Behind

Rank	Thank-you gifts	Votes
🥇	Koshihikari	25
🥈	Yumepirika	7
🥉	Tsuyahime	5
🥉	Akitakomachi	5
4th	Hitomebore	4
4th	Haenuki	4

Rice is one of the most essential staples in daily life and continues to be one of the most stable and popular Furusato Nozei gifts. In this survey, satisfaction was driven by quality and reliability. Koshihikari clearly dominated, with Uonuma City in Niigata Prefecture and Kibichuo Town in Okayama Prefecture mentioned most often.

Votes for second place and below were dispersed among several brands such as Yumepirika, Tsuyahime, Akitakomachi, Hitomebore, and Haenuki, showing that household preferences and regional ties influence choices.

Koshihikari

• “The rice gift was delicious, so I donated again.”(Uonuma City, Niigata / Male, 55, Hiroshima)
• “For the donation amount, the quantity of rice we received was very generous—it’s a big help.”(Kibichuo Town, Okayama / Male, 56, Aichi)
• “They always send us very high-quality rice, along with local information.”(Gero City, Gifu / Female, 50, Tokyo)
• “The rice was so tasty that I want to continue in the future.”(Sakae Village, Nagano / Male, 52, Kanagawa)

Other Rice Varieties – Voices of Satisfaction

• Yumepirika: “Always consistently delicious.”(Moseushi Town, Hokkaido / Female, 49, Hokkaido)
• Haenuki: “I’ve never even visited the place, but I’m happy to receive such good rice.”(Sagae City, Yamagata / Male, 65, Gunma)
• Tsuyahime: “Tsuyahime is truly delicious.”(Yamagata City, Yamagata/ Male, 59, Aichi)
• Milky Queen: “It was especially delicious.”(Ryuo Town, Shiga  / Male, 54, Kanagawa)
• Oatmeal (special mention): “Compared with other municipalities, the volume received for the donation amount was much greater—great value.”(Yuni Town, Hokkaido / Female, 44, Kanagawa)

Other Thank You Gifts (120 respondents) — Fruits Are Popular, While Daily Goods and Experience-Based Gifts Are Hidden Gems

This category included fruit, vegetables, sweets, daily necessities, handicrafts, and local vouchers. While food remained central, fruit stood out as the most popular due to the joy of receiving it in peak season. Freshness and the sense of seasonality made fruit highly valued. In addition, practical items such as toilet paper, laptops, and local crafts were appreciated as hidden gems.。

Fruits & Vegetables – Voices of Repeat Donors

• Apples: “The shape wasn’t perfect, but they were full of sweetness and came in large quantities—very satisfying.”(Mutsu City, Aomori/ Female, 55, Niigata)
• Vegetables: “The seasonal vegetable set from Aso City offered great value with plenty of fresh produce. Especially the leaf lettuce, which comes with roots in soil pots, so you can harvest only what you need when you need it—wonderful to eat vegetables still alive.”(Aso City, Kumamoto / Female, 43, Tokyo)
• White Peaches: “I compared return gifts from different municipalities, and these were the most delicious.”(Oe Town, Yamagata / Male, 65, Aichi)
• Pineapples: “Domestic pineapples aren’t sold nearby, and this was the best I’ve ever had.”(Higashi Village, Okinawa / Female, 58, Saitama)
• Melons: “I’ve been buying melons from this area for nearly 20 years, even before Furusato Nozei started. I still order them every year.”(Ashibetsu City, Hokkaido / Male, 70, Kyoto)
• Fruit in general: “Local produce, especially fruits, is wonderful to receive every year in season.”(Sagae City, Yamagata  / Female, 54, Tokyo)

その他には日用品から産地の工芸品・地域振興券まで、自分が満足のいく品をリピートしています。

Hidden Gems – Practical Daily Goods & Local Specialties

• Toilet Paper: “The rolls from Mino City are reasonably priced for the donation amount, last longer than regular ones, and are a good deal overall.”(Mino City, Gifu/ Male, 60, Tokyo)
• Laptop: “I often choose laptops as return gifts, and they work much faster than I expected.”(Ayase City, Kanagawa / Male, 57, Tokyo)）
• ableware: “I love Hasami-yaki pottery. The pamphlets and thank-you letters from the municipality are also cute and wonderful.”(Hasami Town, Nagasaki / Female, 55, Niigata)
• Local Vouchers (Echigo-Yuzawa): “They can be used for ski lift tickets, famous ramen shops, and hotel stays—very versatile.”(Yuzawa Town, Niigata / Male, 61, Niigata)
• Town Vouchers (Kusatsu): “They can be used for hotel payments and shopping in town—very convenient.”(Kusatsu Town, Gunma / Male, 69, Tokyo)

Overall, repeat donors valued fruits for their seasonality and freshness, while practical goods and local crafts offered unique satisfaction.

Survey Methodology

Section	Description
Survey Title	Usage Trends in Furusato Nozei Donations
Objective	To clarify the usage experience, repeat patterns, and trends in popular municipalities and return gifts.
Method	Online survey
Sampling	Random sampling from the panel of iBridge Inc., to avoid bias toward specific Furusato Nozei portals.
Target	Men and women aged 20 and over, residing anywhere in Japan.
Survey Period	August 20–23, 2025 (3 days)
Responses	Screening survey: 3,000 respondents Main survey: 370 respondents (Seafood 100, Meat 90, Rice 60, Other 120)
Organizer	Selectra Japan K.K.

Screening Survey（N＝3,000）

Question	Content
Q1	Have you ever used the Furusato Nozei system? If “Yes”: Please indicate how many years you have used it. (Note: Even if you donated to multiple municipalities in the same year, count it as “1 year.”)
Q2	Have you donated to the same municipality and received the same gift for 2 years or more? (Not necessarily consecutive years.)
Q3	For the gift you selected for 2 years or more, please choose one category. (If there are multiple, select the category of the gift that provided the highest satisfaction.)
Q4	For the gift you selected for 2 years or more, please indicate the prefecture of the municipality. (If multiple, select the prefecture of the municipality whose gift provided the highest satisfaction.)
Q5	For the gift you selected for 2 years or more, please write the municipality name as accurately as possible in free text.

Main Survey: Detailed by Category

Question	Target	Content
Main Survey 1  (Seafood, N=100)	Respondents who provided an accurate municipality name in the screening survey and selected “Seafood” as the category in Q3.	1.Confirm the municipality name you answered previously (multiple-choice). 2.Select the specific seafood or marine products you have chosen for 2 years or more (multiple-choice). 3.Select up to three reasons why you repeated the gift (multiple-choice). 4.Free comments: Please write one point about what you liked or found attractive.
Main Survey 2  (Meat, N=90)	Respondents who provided an accurate municipality name in the screening survey and selected “Meat” as the category in Q3.	1.Confirm the municipality name you answered previously (multiple-choice). 2.Select the specific seafood or marine products you have chosen for 2 years or more (multiple-choice). 3.Select up to three reasons why you repeated the gift (multiple-choice). 4.Free comments: Please write one point about what you liked or found attractive.
Main Survey 3  (Rice, N=60)	Respondents who provided an accurate municipality name in the screening survey and selected “Rice” as the category in Q3	1.Select the rice variety (brand) you have chosen for 2 years or more (multiple-choice). ２.Select up to three reasons why you repeated the gift (multiple-choice). 3.Free comments: Please write one point about what you liked or found attractive.
Main Survey 4  (Other, N=120)	Respondents who provided an accurate municipality name in the screening survey and selected a category other than meat, rice, or seafood in Q3.	1.Please describe in free text the specific return gifts you have chosen for 2 years or more. 2.Select up to three reasons why you repeated the gift (multiple-choice)3.Free comments: Please write one point about what you liked or found attractive.

Conclusion: Why Repeat Donations Happen

The survey on repeat donors in the Furusato Nozei system revealed that people carefully evaluate quality, quantity, storability, and regional uniqueness when choosing return gifts. As a result, they discover municipalities and gifts that make them want to donate again.

In addition to the appeal of the gifts themselves, other experiential values were also cited, such as:

• Thoughtful communication from municipalities (thank-you letters, pamphlets, etc.)
• A sense of supporting the region through donations

Voices from respondents:

• “The municipality’s response was polite, which left me with a good impression.”(Saiki City, Oita / Male, 57, Osaka)
• “The tea leaves could be stored for a long time and matched my personal preferences. Having visited before, I feel some attachment to the municipality as well.”(Kakegawa City, Shizuoka/ Male, 71, Tokyo)
• “I wanted to support the city’s sword project. The Shine Muscat grapes and peaches I received were also delicious.”(Setouchi City, Okayama / Female, 42, Yamaguchi)

Overall, gifts that strike the right balance between quality and price and leave donors satisfied are the ones that make people think:
“I want to donate here again.”

At the same time, as shown in the screening results, around 60% of people have never tried Furusato Nozei. Many may feel that the system is complicated or intimidating. In reality, however,the process is quite simple once the steps are understood.

For first-time donors, please refer to our separate article that explains in simple terms how to get started with Furusato Nozei.

By 間瀬 明子

金融・保険ライター

日本保険仲立人協会の登録を受けた元保険ブローカーで、日商簿記2級保持者。総合商社の保険代理店営業として3年勤務。大型プロジェクトのリスクコンサルティングを請け負い、年間120契約以上の金融・保険商品を提案・仲介してきました。比較が難しい保険商品を様々な角度から分析してわかりやすく解説していきます。株式会社イードが運営するお金の専門メディア『マネー達人』に寄稿もしています。