Young Japanese encouraged to vote with deals and discounts

Efforts to boost youth engagement in the upcoming Lower House election have kicked off with the return of the Voting Rewards program, offering voters who cast their ballots — whether in early voting or on election day — special deals at restaurants, cafes and even matchmaking agencies.

The program allows voters to claim various perks by submitting proof of voting, either through a voting certificate or by presenting a photo of themselves taken in front of a polling station.

Even those under 18, who aren’t eligible to vote, can participate by using a mock voting app provided by Senkyowari, the association behind the program. By submitting a mock vote, they can enjoy the same benefits as registered voters.

The range of perks varies, from discounted movie tickets to free drink vouchers. Popular ramen shops and cafes, as well as matchmaking agencies, are also participating in the program in a bid to encourage young voters to cast their ballots.

According to Shotaro Sato, the head of the association, some matchmaking agencies are offering waivers of initial membership fees, while bars are offering discounts on the first drink for a month following election day.

The initiative has gained traction since it was widely adopted during the 2012 general election. In the 2023 unified local elections, about 2,500 establishments nationwide — including restaurants, theme parks and airlines — joined the effort.

However, while many businesses have signed up for the upcoming Lower House election, the short time between the formation of a Cabinet after the election of a new ruling party president and election day — the tightest in the post-war period — has left organizers struggling to meet participation targets.

“We’re unsure if we can reach 2,000 businesses this time,” Sato said.

The voting age in Japan was lowered from 20 to 18 in 2016 with the revision of the Public Offices Election Act in an effort to increase youth political engagement.

However, despite these efforts, voter turnout for the 2021 Lower House election stood at 55.93%. The turnout among those in their 20s was a mere 36.5%, and that for teenagers was 43.23%.

“We hope this program will shift the negative perception some people have about politics and elections,” Sato said. “Like Christmas or New Year, we want it to be seen as something positive — a chance for people to feel more connected to society.”