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.
B‑R 31 ICE CREAM CO., LTD.
Baskin-Robbins is one of the world’s largest ice cream chains that originated in the United States. B-R 31 Ice Cream Co., Ltd., the company that operates Baskin-Robbins in Japan, is headquartered in Shinagawa-ku, Tokyo, with a capital of 700 million yen. As of the time of this post, it is listed on the Tokyo Stock Exchange Standard Market.
The company’s main business activities include the manufacturing, import and export, and sales of ice cream and related products, as well as the development of ice cream shop franchises, product supply, and business management guidance.
Thirty-One Ice Cream was founded in 1945 in the suburbs of California, USA, by Burt Baskin and Irv Robbins. The name “Thirty-One Ice Cream” was inspired by their wish for customers to enjoy a different flavor every day of the month (31 days). The motto of Thirty-One Ice Cream is “We make people happy”, which represents the desire to deliver happiness to customers through ice cream.
In Japan, it is widely known as “Thirty-One,” but in the United States and other countries, it is called “Baskin-Robbins,” named after its two founders.
To deliver pure, healthy, and truly delicious ice cream that everyone can enjoy with peace of mind, Thirty-One Ice Cream’s factories operate in excellent environments blessed with clean water and fresh air. Within the factories, rigorous quality control, taste and appearance inspections, and ingredient analyses are repeatedly carried out, from carefully selected raw materials to ice cream mixes and final products.
B‑R 31 ICE CREAM CO., LTD. Shareholder Benefit Conditions
●Record Dates: June and December
●Benefit Details: Digital gift voucher exchangeable for the company’s products (worth 600 yen)
●Eligibility:
・2 vouchers for shareholders with 100 or more shares
・3 vouchers for shareholders with 500 or more shares
・5 vouchers for shareholders with 1,000 or more shares
・10 vouchers for shareholders with 5,000 or more shares
In general, many Japanese companies offer shareholder benefits only once a year, but B-R 31 ICE CREAM CO., LTD. provides shareholder benefits twice a year, in June and December, offering a digital gift voucher worth 600 yen that can be exchanged for the company’s products.
In addition, the number of vouchers varies depending on the number of shares held, so the more shares you own, the greater the total benefit you can receive. A minimum of 100 shares is required, but even with just 100 shares, you can receive a 1,200-yen (600 yen × 2) digital gift voucher each time. In other words, shareholders can enjoy a total of 2,400 yen worth of benefits per year.
B‑R 31 ICE CREAM CO., LTD. Shareholder Benefit
In early September, an envelope arrived from B-R 31 ICE CREAM CO., LTD. (Japan Baskin-Robbins) containing the interim dividend receipt along with a shareholder benefit digital gift voucher.
At that time, I held 100 shares, and the net dividend was 1,594 yen. Although the dividend yield was not particularly high, receiving both the dividend and the shareholder benefit gave me a small sense of satisfaction and a feeling of the company’s operational stability.
In addition, the envelope included a notice for shareholders, as well as a pamphlet summarizing performance evaluations and an outline of the income statement. It was interesting to get a brief overview of the company’s recent results and future direction.
The shareholder benefit eGift notice from B-R 31 ICE CREAM CO., LTD. (Japan Baskin-Robbins) includes usage instructions on the front, and on the back, a QR code and detailed guide for receiving the digital gift.
To use this eGift, you need the official Baskin-Robbins app. If you don’t have it, please install the app first. When you scan the QR code, the eGift will appear directly on the app screen, and you can simply show the barcode on the app when making a payment at the store.
The shareholder benefit eGift can be used only at stores within Japan, and it is also possible to use two or more eGifts at the same time during payment. The eGift is valid for about one year, allowing plenty of time to use it conveniently whenever you wish.
Since my birthday was approaching, I decided to use the shareholder benefit digital gift from
B-R 31 ICE CREAM CO., LTD. (Japan Baskin-Robbins) to purchase an ice cream cake.
Japan Baskin-Robbins regularly collaborates with various popular characters such as Disney, Pokémon, Sanrio, and Minions, offering a wide range of themed products. Recently, there was also a special collaboration with Detective Conan.
The ice cream cakes are not only adorable to look at, but their flavors vary depending on the type, making it fun to choose. Not only ice cream cakes but also products such as cheesecake and café mocha cake are available, offering a wide variety of choices.
Taking into account both the ice cream flavor preferences and the cuteness that the party members enjoy, I chose the Super Mario character ice cream cake this time. For an additional fee, you can add a chocolate plate, and if you hand the note with your desired message to the staff, they will neatly write it in chocolate. I also purchased number-shaped candles to make the birthday celebration even more festive.
The shareholder benefit program of Japan Baskin-Robbins (B-R 31 ICE CREAM CO., LTD.) is offered twice a year, and the digital gift voucher is valid for about one year, making it especially useful for special occasions such as birthdays or anniversaries. With seasonal limited-edition cakes and various character collaborations, there is always something new to look forward to each year.
■B‑R 31 ICE CREAM CO., LTD.
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