Asia-Pacific Power List 2025: Naho Kono, Rakuten

Naho Kono

Group chief marketing officer
Rakuten Group
Japan
Member since 2020

Naho Kono has been a driving force behind Rakuten Group's impressive achievements in 2024, a year marked by substantial growth and a commitment to innovation. The past year has been strong for Rakuten, achieving a record-high consolidated revenue of 2.3 trillion yen ($16.1 billion) in FY2024, demonstrating a robust 10% year-on-year increase. 

Rakuten Mobile, of which Kono is managing executive officer in addition to her role as Group CMO, has achieved remarkable growth, surpassing eight million subscribers in October 2024 and reaching 8.5 million by February 2025, in less than five years since its full-scale launch. The subscriber growth has been fueled by the introduction of lower-cost plans as well as a successful Rakuten Mobile Referral Campaign and targeted programs like the Saikyo Senior Program launched in September 2024 for customers aged 65 and up. 

The Rakuten brand ecosystem continues to expand under Kono's strategic direction. Rakuten reports its global brand awareness has reached 83.2% in key markets, including Japan, the US, France, and Taiwan, with less marketing investment, but greater efficiency.

Kono has also championed the integration of artificial intelligence across Rakuten's operations, with the launch of over 35 new AI-powered tools and services in 2024. This focus on innovation underscores her commitment to keeping Rakuten at the forefront of technological advancement. At the Rakuten Optimism 2024 conference, Kono showcased AI’s transformative potential in creativity and marketing though AI-generated campaigns for fashion and beauty. She further shares her industry expertise through media interviews and dialogues, like at Showa Women’s University, where she discussed the skills helpful to thriving in a digital society. 

Beyond Rakuten's business success, Kono is a strong advocate for social responsibility and diversity, equity, and inclusion (DE&I). She has been instrumental in promoting the ‘Walk Together with Pride’ initiative, supporting LGBTQ+ inclusion through various events, sponsorships, and internal policies. Her efforts have contributed to Rakuten being recognized as a Gold Award winner by Work with Pride for the eighth consecutive year in 2024, a leading benchmark for corporate LGBTQ+ inclusion in Japan. She has also led a program to improve the accessibility of Rakuten's products, incorporating feedback from individuals with disabilities to make services more user-friendly and inclusive.

An advocate of sustainability, Kono has overseen the expansion of  Rakuten’s ‘Go Green Together’ project with 1.2 million participants aiming to adopt more sustainable living practices.