Golden Week campaign in the “Shop” tab (¥1,000-off coupons, #TikTokShopMagic)

1. Check the eligibility conditions for official coupons in the next campaign too

   This coupon came with conditions: eligible and excluded products, a minimum purchase and an expiry date. Check on the in-app campaign page whether your products are eligible.

2. If you ask creators to feature you, time it with official hashtag campaigns

   In this challenge, TikTok Shop e-commerce creators who took part had a chance to win prize money. During official campaigns, creators have their own reason to post.

From

Apr 27 – May 31, 2026

Who

All sellers and TikTok Shop e-commerce creators

Impact

During the campaign, users who searched “クーポンゲット” (“get a coupon”) in the “Shop” tab received a ¥1,000-off coupon for TikTok Shop (limited quantity, once per account, with conditions such as eligible products and a minimum purchase). Alongside it ran a hashtag challenge, “#TikTokShopマジック” (#TikTokShopMagic), using a dedicated effect; TikTok Shop e-commerce creators who took part had a chance to win prize money.

What we can read. During the campaign, weekly GMV recovered from ¥859 million in the week of May 4 (−23.0% week over week; the post–Golden Week dip) to ¥1.29 billion in the week of May 25 (Kalodata estimates). The effect of the coupon campaign alone can't be separated out.

1. TikTok Japan official note, “Transform with TikTok this Golden Week! A campaign to enjoy great deals in the ‘Shop’ tab” (in Japanese)Apr 27, 2026 / Confidence: High

URITE, “Golden Week campaign in the “Shop” tab (¥1,000-off coupons, #TikTokShopMagic)”
https://urite.jp/en/changes/2026-04-27 (accessed Sep 28, 2026)

• Sep 16–20, 2026Sales events“Tokusele WEEK” and keyword coupons (tied to the TGC collaboration)
• Sep 14–16, 2026Sales eventsFirst Korean-cosmetics campaign: “TokuToku FEST – Korean Cosmetics WEEK”, up to 20% off
• Announced Sep 1, 2026ProgramsFirst awards program: “TikTok Shop Japan Awards 2026” (26 awards in 5 categories; ceremony on Nov 30)

• 2026.09.12First published (based on the official announcement).

Dates are those of the Japanese page. The English edition was added in September 2026.