Last updated on June 30th, 2026 at 10:32 am
Rakuten Wallet has launched a new social media campaign that will reward participants with Shiba Inu (SHIB) and Dogecoin (DOGE), bringing meme coins into a consumer-focused marketing initiative aimed at pet owners and crypto users alike.
The “Photo Contest 2026” campaign invites users to submit photos of their dogs on social media using the hashtag #RWフォトコンテスト2026. Participants must also follow Rakuten Wallet’s official account to qualify for the contest.
＼あなたの愛犬のベストショットを募集します🐶／
楽天ウォレットでは、愛犬との心温まる瞬間をシェアいただく「フォトコンテスト2026」を開催！
素敵な写真を投稿してくださった方の中から、選考で11名様にSHIBを、最優秀賞1名様にDOGEをプレゼントいたします。
応募は簡単！
① @Rakuten_Wallet… pic.twitter.com/gdTHyjXslk— 楽天ウォレット (@Rakuten_Wallet) June 18, 2026
SHIB and DOGE offered as contest prizes
Under the campaign, 11 winners will receive SHIB tokens, while one grand prize winner will be awarded DOGE. Rakuten Wallet has published detailed entry requirements, prize distribution schedules, and campaign conditions on its official contest page.
The company has positioned the initiative as a photo competition rather than an investment promotion. Instead of focusing on trading activity or market performance, the campaign uses crypto assets as rewards for user participation and social engagement.
The move shows a trend among digital asset platforms to use cryptocurrencies in everyday promotional activities, making them more accessible to mainstream audiences.
Are meme coins expanding beyond trading?
The contest highlights how meme coins are increasingly being used outside traditional trading environments. Rather than emphasizing price movements, Rakuten Wallet is linking SHIB and DOGE to social interaction, pet-related content, and community engagement.
Both cryptocurrencies have strong ties to dog-themed internet culture, making them a natural fit for a campaign centred on pet photos. By offering tokens as prizes, the platform presents crypto in a simple, familiar format that can appeal to users with little experience with digital assets.
The approach also demonstrates how exchanges are experimenting with new ways to increase awareness and participation without relying solely on investment-driven narratives.
Rakuten is strengthening its retail crypto presence
The campaign comes as Rakuten continues to expand its cryptocurrency ecosystem in Japan. Earlier this year, Rakuten Wallet added support for both SHIB and DOGE, broadening the range of assets available to its users.
As part of the wider Rakuten Group, the exchange benefits from connections to one of Japan’s largest consumer internet and payments networks. The company has also expanded crypto-related services through loyalty programs and payment integrations, helping bring digital assets closer to everyday consumers.
The latest campaign arrives as Japan’s crypto market moves toward greater mainstream adoption under a more structured regulatory framework. SBI Securities and Rakuten plan to begin selling cryptocurrency investment trusts, while Nomura Securities and other major players are considering entering the field after the regulatory framework is established.
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