Rakuten, a Japanese electronic commerce and online retailing company, has announced the launch of its own NFT marketplace called Rakuten NFT.

According to a press release, users can sell and buy non-fungible tokens in a peer-to-peer mode in a range of areas such as sports and entertainment, including "music and anime."

Rakuten also revealed a white-label solution that allows IP holders to build their own website for issuing and selling NFTs. However, it seems that users are won't be able to trade NFTs with cryptocurrencies as the platform will handle all operations with the so-called Rakuten IDs.

Rakuten ID can be used when making purchases, allowing users to earn and spend Rakuten Points. Any NFTs purchased can be added to a collection on the buyer’s own webpage, and can also be put up for sale in the marketplace and sold.

Not all services will be implemented at launch though. For example, a service for peer-to-peer issuing and selling of NFT content is planned for launch in 2023 or later.

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Additionally, Rakuten also plans to release cultural NFTs from Japanese clothing brand Beams, music-related NFTs from Up-Front Group and NFTs using visuals from Estab Life.