Rakuten Wallet gamifies meme coins with dog photo contest

The campaign requires users to follow the exchange’s official account and share images of their pets using the specific hashtag #RWフォトコンテスト2026. While 11 participants will be selected to receive SHIB, a single grand prize winner will be awarded DOGE. Rakuten Wallet emphasizes that this initiative is a social engagement exercise rather than an investment opportunity, stripping away the complexity of market charts to appeal to pet owners and casual social media users.

This move highlights a broader strategy by Rakuten Group, which serves approximately 44 million active users through its payment ecosystem. By integrating assets like SHIB and DOGE into familiar retail formats, the firm lowers the barrier to entry for everyday consumers. This approach mirrors previous initiatives, such as the company’s push to allow users to convert loyalty points into XRP for use at over 5 million merchant locations across Japan. As the nation moves toward a more structured regulatory environment, including potential tax reforms by 2028, large institutions are increasingly leveraging compliant tokens to test mainstream consumer products. The contest underscores a shift where meme coins gain utility through cultural resonance rather than purely speculative trading patterns.