Aeon Co., Ltd. and Oamishirasato City in Chiba Prefecture signed a comprehensive partnership agreement on April 13, 2026, aimed at strengthening regional development through retail infrastructure, digital services, and community-focused initiatives.
The agreement brings Aeon’s retail network, logistics systems, and cashless payment platforms into closer integration with the city’s policy goals, including population retention, welfare support, and sustainability.
A key element of the partnership is the rollout of a new “Oamishirasato Marine WAON” card, designed to connect everyday consumer spending with local funding for migration and settlement programs.
What is the Local WAON Card?
The Local WAON card is a regional edition of Aeon’s electronic money system that allows users to indirectly support municipal projects through daily purchases.
When customers use WAON or AEON Pay across Aeon’s nationwide network, a portion of transaction value is allocated to participating local governments.
The card design typically reflects local identity, featuring mascots, landmarks, or regional symbols. In Oamishirasato’s case, the new card highlights the city’s mascot “Marine,” along with imagery linked to the Kujukuri coastline and local strawberry production.
Key Details of the Partnership
The agreement introduces a multi-layered collaboration covering retail services, digital payment integration, and community welfare programs.
The “Oamishirasato Marine WAON” card is available in both physical and digital formats through AEON Pay and the iAEON app, expanding accessibility for residents and visitors.
The initiative also builds on Aeon’s wider Local WAON framework, which was recognised in March 2026 for achieving a record number of municipal partnerships in Japan.
In addition, Aeon continues to expand mobile retail routes across 42 locations within the city, improving access to daily goods in less-connected areas.
Supporting Regional Migration and Settlement
A central objective of the programme is to support Oamishirasato’s migration and settlement strategy.
Everyday usage of the WAON card generates corporate contributions that are directed toward local government programmes focused on attracting and retaining residents.
These funds are linked to the city’s broader “Future City” vision, which aims to strengthen livability through services, infrastructure, and community development initiatives.
Expanding Welfare and Elderly Services
The agreement also formalises “Shopping Rehabilitation” services at Aeon Smile, a day-care and support facility located within Aeon Oamishirasato store.
The programme allows elderly participants to practice daily activities such as product selection and cashless payments under supervised care, with costs covered under Japan’s long-term care insurance system.
Mobile sales vehicles operating in the area also provide basic outreach services, helping maintain access to essential goods in regions with limited retail infrastructure.
Environmental and Operational Integration
The partnership extends into environmental management through retail-linked waste reduction initiatives.
City-designated garbage bags are sold through Aeon stores as part of a system that reduces the use of single-use plastic bags while improving waste traceability at household level.
This model integrates retail operations with municipal sustainability targets, aligning consumption behaviour with environmental policy goals.
Industry Context: Retail as Public Infrastructure
The agreement reflects a wider trend in Japan’s retail sector, where supermarket operators are increasingly taking on roles linked to public services and community infrastructure.
Through its Local WAON network, Aeon is combining supermarket shopping, digital payments, and municipal funding into a single ecosystem that supports ageing populations and regional revitalisation.
What Happens Next
Oamishirasato City and Aeon will proceed with implementing the remaining elements of their 10-point cooperation framework, including disaster preparedness initiatives and local product promotion programmes.
Further expansion of the WAON regional partnership network is also expected, as Aeon continues to scale its municipality-linked payment ecosystem across Japan.
The city anticipates that recurring WAON-based contributions will provide a stable funding stream for long-term settlement and community development projects.
