Catalog House announced it is canceling its planned store on the Rakuten Ichiba platform following Rakuten Group's partnership with a German military drone company [1, 2].
The decision highlights a growing tension in Japan between corporate pacifism and the government's shift toward enhancing national defense capabilities. For Catalog House, the move is a matter of fundamental ethics rather than business strategy.
The company, which operates the well-known Tsuhan Seikatsu catalog, based its decision on a corporate philosophy rooted in a pledge of non-war entrusted to Article 9 of the Japanese Constitution [1, 2]. Management determined that Rakuten's involvement in military drone operations was incompatible with these values.
"Because it is incompatible with our corporate philosophy, we have canceled the opening of the store," a Catalog House representative said [2]. The representative said that if war were to break out, shopping would no longer be a priority for consumers [2].
Rakuten Group has moved to support the introduction of these drones for the Japan Self-Defense Forces. The company intends to conduct verification experiments with the drones by the end of next month [2].
Rakuten defended its strategic direction, stating that drones contribute to the defense of society [2]. A spokesperson for Rakuten Group said the company wants to continue contributing to the promotion of innovation within the defense industry [2].
Catalog House has long maintained a public image centered on consumer advocacy, and social responsibility. By withdrawing from one of Japan's largest e-commerce platforms, the company is prioritizing its ideological stance over the potential reach and revenue provided by Rakuten's digital ecosystem [1, 2].
“"Because it is incompatible with our corporate philosophy, we have canceled the opening of the store,"”
This conflict reflects a broader societal divide in Japan regarding the interpretation of Article 9 and the role of private enterprises in the defense sector. While Rakuten views defense innovation as a social contribution and a business opportunity, Catalog House represents a traditional pacifist corporate culture that views any link to military hardware as a violation of national and corporate identity.
