The Reality of Counterfeit Discount Coupons Rampant on Flea Market Apps

In Japan, shareholder discount coupons from companies are easily bought and sold through flea market apps like "Mercari" and "Rakuma," where person-to-person transactions are popular. These coupons, originally distributed to return profits to shareholders, are widely circulated by sellers, raising a serious issue as some of them are counterfeit.

Counterfeits Difficult to Identify

According to reports, these counterfeit discount coupons are crafted with such precision that even experts find it difficult to distinguish them from genuine ones at a glance. For instance, the color, font, and paper quality of the coupons closely resemble the real ones, and there have been numerous cases where not only general users but also company staff on-site cannot immediately identify them.

McDonald's Issues a Warning

On July 10, 2025, McDonald's Japan announced on its official website that it prohibits the use of shareholder discount coupons obtained through unofficial routes. This makes it clear that coupons purchased through flea market apps may not be usable in actual stores. Additionally, they emphasized that no refunds or exchanges will be made for the use of counterfeit coupons.

Mercari's Response and Risk Management

Mercari, a leading flea market app, has maintained a strict stance against counterfeit items. The list of prohibited items for sale includes "shareholder discount coupons of uncertain authenticity" and "counterfeit items," and sellers who violate these rules face measures such as account suspension and item removal.

Monitoring System and Safety Measures

Mercari has established a 24/7 monitoring system using AI and human resources, and it cracks down on fraudulent listings by sharing information with rights holders and utilizing a reporting system. However, it is challenging to detect all counterfeit items in advance, making buyer vigilance essential.

Points Users Should Be Aware Of

• Be suspicious if items are sold at extremely low prices

• Be cautious if the seller has an unusually large number of discount coupons

• Avoid listings with unclear photos or non-genuine images
  
  

Cultural Background of the Shareholder Benefit System and Future Impact

A Unique Japanese System

Japan's shareholder benefit system has been used to return profits to shareholders, enhance corporate image, and incentivize long-term holding. Particularly in the food service, retail, and entertainment industries, the benefits are often attractive to general consumers, leading to a group of investors who purchase stocks specifically for these benefits.

Concerns Over System Collapse Due to Counterfeiting

If counterfeit discount coupons become widespread, companies may have no choice but to reconsider or discontinue the system. Measures such as digitizing coupons and tightening usage conditions are expected to advance in the future.

Points for Overseas Attention and Future Outlook

There is an increasing trend of foreign tourists purchasing shares of Japanese companies, and cases of them trying to obtain discount coupons through flea market apps are also observed. There is a possibility that foreigners might mistakenly purchase and use counterfeit coupons, necessitating warnings in English and a global response.

Conclusion

The rampant issue of counterfeit shareholder discount coupons poses significant risks to companies, users, and the system itself. For safe transactions, obtaining coupons through official channels, information dissemination by companies and platforms, and the literacy of buyers themselves are crucial.

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🔗List of Reference Articles

• Counterfeit Shareholder Discount Coupons Circulating on Mercari (Yomiuri Shimbun)

• McDonald's Official: Notice Regarding the Use of Shareholder Discount Coupons

• Past Seizure Example: 6,000 Fake Discount Coupons Seized (NHK News)

• Mercari Guide: About Counterfeit Items and Prohibited Listings