Nikkei compiled hit product ranking Nikkei MJ for the first half (January to June) of 2019.Reiwa was chosen as the Yokozuna of the East, with Smartphone Payment Reduction, which entails returning a certain amount of payments made by smartphones, as the Yokozuna of the West.Services that ranked highly were those likely to change consumption methods in the new era, such as Dynamic Pricing, in which prices fluctuate depending on supply and demand.Unlike in the Heisei Era, which started with a mood of self-restraint after the demise of the Emperor Showa, Reiwa opened with all of Japan welcoming the new era in a celebratory mood.The Ozeki of the East was "10 consecutive holidays," during which sightseeing spots across Japan grew lively with popularity. Six JR companies prospered carrying 15.16 million passengers on bullet and limited express trains during the period, an increase of 19% from the previous year.Smartphone Payment Reduction refers to 10 billion yen return campaigns carried out by PayPay Corporation and LINE. As Rakuten also ran a campaign to return at most 20% of payments, these companies competed with each other in repayment measures, looking for supremacy in smartphone payments.Raised awareness of smartphone payments among consumers helped cashless payment spread in Japan, which has been behind other countries.According to app analysis company Fuller Inc. (Kashiwa City, Chiba Prefecture), the number of people who use the PayPay smartphone app reached 3 million, an increase of about 60% on a monthly basis from December last year.On the hit product ranking at the beginning of Heisei in 1989, the one yen coin was chosen as the Yokozuna. It symbolized cash-oriented consumption in Japan with people receiving more change than ever, along with the introduction of consumption tax in 1989.

  

 

 

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