Shareholder Benefits in Japan
In Japan, there is a system called “Kabunushi Yūtai” (株主優待), or shareholder benefits.
It allows shareholders who hold a certain number of shares in a company to receive various types of rewards, such as products, gift certificates, discount coupons, or meal vouchers. Through this system, companies aim to encourage long-term shareholders and enhance their corporate image, while investors enjoy tangible rewards beyond dividends in their everyday lives.
However, not all companies offer shareholder benefits, and the conditions for eligibility—such as the minimum number of shares or the required holding period—vary by company.
Personally, I usually invest based on a company’s growth potential and reliability, but if a company offers attractive shareholder benefits and has a trustworthy reputation, I sometimes buy its shares for the benefits themselves.
Yakult Honsha Co., Ltd.
Yakult Honsha Co., Ltd.(株式会社ヤクルト本社) was established in 1955 and is one of Japan’s leading health-oriented companies headquartered in Minato-ku, Tokyo. With a capital of approximately 31.1 billion yen, its roots trace back to 1935, when Dr. Minoru Shirota(代田 稔)—the company’s founder—successfully cultured a strengthened strain of lactic acid bacteria in 1930, leading to the creation of the probiotic drink “Yakult” in 1935.
In 1963, Yakult launched its nationwide “Yakult Lady” home-delivery system to spread the health benefits of its beverages throughout Japan. This direct-delivery network remains a trusted part of Japanese society and a defining symbol of the Yakult brand.
Yakult’s domestic beverage and food business includes dairy and lactic acid drinks such as “Yakult,” fermented milk products like “Joie,” and various soft drinks. Guided by its corporate philosophy—“Based on the pursuit of life science, we contribute to the health and joyful lives of people around the world”—Yakult continues to advance research on microorganisms and expand globally as a company dedicated to improving human health.
For me as well, when I think of probiotic drinks, Yakult is the very first thing that comes to mind. It’s a familiar product that’s always been in a corner of the fridge since I was a child. I don’t stock it as often as I used to, but every now and then, I find myself picking one up—it still feels warm and familiar to me.
Yakult Honsha Co., Ltd. Shareholder Benefit Conditions
●Record Dates: March and September
●Benefit Details: Company products (March), shareholder benefit coupon (March), free membership to the Tokyo Yakult Swallows Official Fan Club (September)
●Eligibility: 100 shares or more
Yakult Honsha’s March shareholder benefits include company products and a shareholder benefit coupon. In addition, long-term shareholders who hold 100 shares or more for five years or longer (recorded under the same shareholder number for 11 consecutive periods) receive an extra QUO Card, a prepaid gift card, as part of the March benefits.
The September shareholder benefits consist of privileges related to Yakult’s professional baseball team, the Tokyo Yakult Swallows. Shareholders holding 100 shares are granted a “Light Member” fan club membership, while those with 1,000 shares or more receive a “Regular Member” membership.
Although I’m not particularly interested in sports, I hold the stock mainly for its shareholder perks and long-term benefits.
※Information as of the date of this post.
Yakult Honsha Co., Ltd. Shareholder Benefit
This is the noodle and fruit juice set I received in early July 2024, following the shareholder record date in March.
I don’t remember the exact shareholder benefit conditions at the time, but it seems that the gift contents varied depending on the number of shares held.
The noodles produced by Yakult had a pleasantly firm and chewy texture, making them perfect for both hot and cold dishes.
The fruit juices came in a variety of flavors, and I even shared some with friends.
They also had a long shelf life, which made them convenient to store and enjoy one by one during the summer.
Overall, it was a thoughtful and high-quality shareholder benefit set that reflected Yakult’s clean and sincere brand image.
Starting in 2025, the shareholder benefit program of Yakult Honsha Co., Ltd. was revised.
Shareholders can now choose between a set of dairy and probiotic beverages or a set of drinks and dried noodles.
I chose the “Yakult 1000” set. Yakult 1000 contains the highest concentration of the L. casei Shirota strain in Yakult’s history and is known to help reduce stress, improve sleep quality, and support intestinal health.
For refrigerated dairy and probiotic beverages, shareholders can schedule a preferred delivery date by phone, and a Yakult Lady personally delivers the products. However, since the Yakult Ladies usually work on weekdays between 9 a.m. and 3 p.m., it can be difficult for someone like me, a typical full-time worker, to receive the delivery in person.
Although my apartment has a parcel locker, it was difficult to keep refrigerated drinks inside for long during the hot month of July. To accommodate this, Yakult Honsha thoughtfully placed Yakult 1000 in a cooler bag with ice packs, and arranged for it to be put into the locker around the Yakult Lady’s final delivery round of the day.
Thanks to the cooler bag and plenty of ice packs, the drink stayed at the right temperature, and I was able to receive Yakult Honsha’s Yakult 1000 fresh and in perfect condition.
When I was a child, I loved Yakult’s unique sweet-and-tangy flavor so much
that I once drank an entire row of Yakult bottles through a straw all by myself. I ended up getting scolded by my father that day, but looking back now, it just shows how special Yakult’s taste was to me as a kid.
Yakult Honsha Co., Ltd., which has carried that nostalgic flavor through the years, has always been a small but familiar part of my life — from childhood to now. I truly hope Yakult will continue to bring us trusted, high-quality products that support people’s health and happiness.
■Yakult Honsha Co., Ltd.
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