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To enhance its global competitiveness, and to better incorporate non-Japanese speakers, Rakuten decided to undertake English as the company’s official language starting in 2012. By 2016, almost 40% of the company’s engineers in Japan had been non-Japanese. In September 2004, Rakuten grew its financial providers businesses by acquiring client finance firm Aozora Card Co., Ltd., later renaming it Rakuten Card Co., Ltd.