Global Blue Raises Awareness of Japan’s New Tax Free Shopping System Through Ginza Campaign
Following the introduction of Japan’s new Tax Free Shopping system on November 1, helping international visitors understand how the new tax refund process works is an important part of the transition. To support this, Global Blue is bringing the message to one of Tokyo’s leading shopping districts through an advertising campaign in Ginza.
In cooperation with the Zen-Ginza-Kai (All Ginza Association), Global Blue is displaying 90 advertising flags along Ginza-dori from November 4 to 17, 2026, highlighting the new refund method and encouraging international visitors to continue enjoying Tax Free Shopping in Japan.
Raising Awareness of the New Refund Method in Ginza
Japan's new Tax Free Shopping system changes how international visitors receive their tax refunds. Previously, eligible Tax Free shoppers could buy goods without paying consumption tax at the point of sale. Under the new system, they pay the tax when making a purchase and receive a refund after Customs approval at departure.
To help raise awareness of the new process, Global Blue is bringing the message to Ginza, one of the world's leading luxury shopping districts. The campaign features 90 advertising flags displaying Global Blue's branding and the message: "Shop at Ginza. Refund. Enjoy Tax Free."
Supporting International Shoppers Throughout the New Refund Journey
Alongside raising awareness of the new system, Global Blue supports international shoppers through its online digital services, including the Mobile Customer Care (MCC), a step-by-step coaching for international travelers, and the Global Blue App. These solutions enable visitors to track their refund status in real time, locate refund counters and Customs locations, and better understand the new process. Both solutions also provide 24/7, 365-day customer support in 14 languages, delivering consistent service from purchase through to the consumption tax refund.
By helping shoppers understand each step of the refund journey, these services can reduce uncertainty, remove the pressure on store teams to explain the process and contribute to a smoother Tax Free Shopping experience for both retailers and their international customers.
Helping Retailers and Shoppers Navigate Japan’s New Tax Free System
With Japan's new Tax Free system now in place, clear communication and accessible support remain important in helping international visitors navigate the updated process.
Through initiatives such as the Ginza advertising campaign, alongside its digital services and retailer solutions, Global Blue continues to support retailers and international shoppers as they adapt to the new framework.
We want to let travelers know that they can continue to enjoy Tax Free Shopping with peace of mind under the new system. We will keep supporting retailers in making a smooth transition and providing a comfortable shopping experience.
