V Point Marketing
Japanese data-marketing and loyalty-points company operating the V Point program, a rebranded evolution of T Point.
Last updated September 27, 2026
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Overview
V Point Marketing Co., Ltd. (Vポイントマーケティング株式会社) is a Japanese company that operates the V Point loyalty program and provides database-marketing solutions built on one of Japan's largest consumer data platforms. It is part of the Culture Convenience Club (CCC) group, the company behind TSUTAYA and the former T Point program. The business traces its roots to the 1983 launch of the TSUTAYA membership card, which became the T Card, and to the 2003 debut of T Point, Japan's first common loyalty-points service. In 2012, CCC established T Point Japan Co., Ltd. to run the points business, and in December 2013 it spun off the marketing-solution operations into CCC Marketing Co., Ltd. The company now known as V Point Marketing continues that lineage, operating the V Point program that replaced T Point and offering data-driven marketing services to corporate clients. V Point is designed as a broadly usable loyalty currency rather than a closed economic-zone point. According to the company, it can be earned and redeemed at V Point partner merchants across Japan and at Visa-accepting stores, and it is presented as a point that is not tied to a single economic bloc. Consumers use the mobile V Card and Mitsui Sumitomo Card payments to accumulate points. The program is supported by a V membership base described by the company as approximately 130 million people, and by purchasing-behavior data gathered from roughly 160,000 V Point partner locations nationwide. This data is linked to individual IDs and analyzed to support marketing, including original estimated lifestyle values. For corporate clients, V Point Marketing offers database-marketing solutions that use this unique data to improve targeting, customer understanding, product development, and promotional effectiveness. The company also operates a research arm, the V Point Marketing Research Institute, and provides finance-related services that connect lifestyle needs with insurance and financial products. Its client case studies span sectors such as finance and insurance, dining, fashion and accessories, food and beverages, and retail and distribution. The company positions itself as an 'information manufacturing and distribution company' that refines diverse lifestyle data into valuable information using technology and ideas, aiming to create small everyday happiness for individuals. Its stated mission is to connect individual lifestyles with the surrounding society. V Point Marketing is headquartered in Japan and remains an active subsidiary within the CCC group.
History
The history of V Point Marketing is closely tied to the evolution of Japan's common loyalty-points market. In March 1983, the first TSUTAYA membership card was issued alongside the opening of the first TSUTAYA store, 'Tsutaya Hirakata,' serving as the predecessor to the T Card. In September 1985, Culture Convenience Club Co., Ltd. (CCC) was established. In October 2003, CCC launched T Point, Japan's first common loyalty-points service, initially with three companies: TSUTAYA, ENEOS, and Lawson. In October 2006, the T Card began being issued at Camera no Kitamura, marking the first common loyalty card issuance at a partner company. By February 2007, T membership exceeded 20 million (annual active members after name matching), and in October 2007 the T Site portal opened. Membership surpassed 30 million in August 2008. In October 2009, receipt-type coupons called T Coupons began. In March 2010, T Point Donation launched, allowing members to donate points from as little as one point to organizations such as UNICEF, WWF, and UNHCR. Also in March 2010, the T Point Ladies Golf Tournament, sanctioned by the Japan Ladies Professional Golf Association, began. In June 2011, the 'Minna no Asobiba Project' (Everyone's Playground Project) started as disaster-area support following the Great East Japan Earthquake, funding children's centers. In October 2011, the T Point App launched. Membership passed 40 million in May 2012. In October 2012, T Point Japan Co., Ltd. was established as a new company to operate the T Point business. In April 2013, a service allowing the T Card to be used as a library card began at Takeo City Library in Saga Prefecture. In June 2013, T Cards featuring characters and artists debuted, starting with a Hatsune Miku collaboration. In September 2013, the company developed 'lifestyle estimated values' using machine learning to analyze preferences from T Card usage history. In December 2013, the marketing-solution business was spun off from T Point Japan to form CCC Marketing Co., Ltd. In February 2014, professional golfer Ai Kido became involved with the tournament. The company later rebranded the points program as V Point and continues to operate it under the V Point Marketing name, offering database-marketing services and financial services. The official history page lists milestones from 1983 through the 2020s, reflecting the program's long development.
First 'TSUTAYA membership card' issued, predecessor of the T Card
Culture Convenience Club Co., Ltd. established
Japan's first common loyalty-points service 'T Point' launched with TSUTAYA, ENEOS, and Lawson
T Card issuance begins at Camera no Kitamura
T membership exceeds 20 million
T Site portal opens
T membership exceeds 30 million
Receipt-type 'T Coupon' service begins
'T Point Donation' begins; T Point Ladies Golf Tournament starts
'Minna no Asobiba Project' disaster-area support begins
Products and positioning
A data-driven 'information manufacturing and distribution company' offering a broadly usable loyalty point and database-marketing solutions.
V Point program
A common loyalty-points service earnable and redeemable at V Point partners and Visa merchants across Japan.
Mobile V Card
A mobile card presented to earn V Points.
V Point × Database Marketing
Marketing solutions using data from approximately 130 million V members and 160,000 partner stores.
V Point Marketing Research Institute
A research arm providing analysis and insights.
Finance services
Insurance and financial services tailored to lifestyles using data.
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