In recent years, Japanese users of certain websites — especially those involving adult content, doujin culture, or self-published media — have found themselves unable to use major credit cards like Visa and Mastercard. This sudden change has sparked confusion, frustration, and a growing debate over who truly controls access to online payment systems.

But what’s behind this growing restriction? And could Japanese alternatives like PayPay or JCB be poised to take over?

🌐 Why Are Visa and Mastercard Pulling Out?

Since late 2023 and throughout 2024, several Japanese platforms — including popular doujin sites like DLsite, Melonbooks, and digital services like Niconico Premium — have reported sudden suspensions of Visa and Mastercard payment support.

Official reasons have rarely been given. But a common pattern has emerged: these restrictions tend to hit platforms with large volumes of adult content. Even Manga Library Z, a legal manga-sharing platform, was forced to shut down in November 2024 after losing all access to major credit card processing.

The likely cause? U.S.-based lawsuits and rising pressure over adult content. Notably, Mastercard and Visa both faced legal scrutiny in America for indirectly enabling payments to platforms like Pornhub, which had hosted non-consensual and exploitative material. U.S. courts ruled that card companies could be held responsible if their networks facilitated such harm — even unintentionally.

As a result, both companies tightened their global content policies, making platforms that host adult material — even those legal under Japanese law — riskier partners in the eyes of international financial networks.

💳 Is This Just About Adult Content?

Mostly, yes — but not entirely. Visa and Mastercard have also emphasized “brand protection” as a guiding principle. In other words, even if the content is legal, it could still be denied access to their networks if it poses a reputational risk.

These decisions are often opaque. Japanese service providers have complained of receiving little to no explanation, despite being forced to shut down payment processing overnight. It appears that global policies are being applied in a way that fails to account for Japan’s unique legal and cultural norms around content.

📱 Can PayPay and JCB Take Over?

As Visa and Mastercard retreat from certain corners of the Japanese internet, new contenders are stepping in:

1. PayPay (QR Code Payments)

PayPay has become the dominant QR-code-based payment service in Japan, with over 63 million users and more than 600 million annual transactions. It’s especially popular among younger generations who may not have credit cards, and it’s gaining traction for online use, not just in stores.

For content creators and small businesses, PayPay offers fast integration and ease of use. However, there’s a catch — initial setup costs, transaction fees, and verification procedures can be a barrier for smaller or independent creators. Plus, it still lacks the global reach of card networks.

2. JCB (Japan Credit Bureau)

JCB, Japan’s own card network, currently holds around 18.8% of the domestic credit card market. Since Visa and Mastercard’s restrictions began, sites like Melonbooks have started offering special discounts for JCB users to encourage migration.

JCB tends to follow more relaxed content standards, possibly due to its domestic focus and deeper understanding of Japanese regulations. It’s already widely accepted at stores and online platforms across Japan.

3. AMEX and PayPay Card

American Express (AMEX) is also being positioned as a fallback option, along with the PayPay Card (formerly Yahoo! Card), which may bypass some Visa/Mastercard issues by being issued under different branding.

🔮 What Happens Next?

If current trends continue, Japan may enter a new phase of payment platform diversification. For consumers, this could mean:

  • 🟢 More options to pay via QR code apps and domestic cards
  • 🔴 Less convenience if their preferred sites no longer support major global cards
  • 🟡 Growing awareness of privacy, content moderation, and platform accountability

For businesses and creators, the Visa/Mastercard retreat is a wake-up call. Diversifying payment options is no longer just smart — it’s necessary for survival.

Still, challenges remain. Setting up PayPay or JCB payment systems requires time, resources, and trust. Some content creators may even shift to subscription platforms, crowdfunding, or crypto-based systems to stay afloat.

🚀 Final Thoughts

Japan is facing a fork in the road. On one side is the global dominance of U.S. credit networks, increasingly shaped by American legal and cultural standards. On the other is a chance to rebuild payment ecosystems on domestic terms — more tailored to Japan’s unique economy, creativity, and digital freedom.

The coming years will likely see PayPay, JCB, and even new fintech players stepping into roles once held by Visa and Mastercard. Whether they succeed will depend not just on technology — but on trust, policy, and cultural nuance.