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Online payment isn't connected yet — check back soon. When it launches, purchases will only be available to visitors browsing from outside Japan. See below for why.
Why can't this be purchased from inside Japan?
This works the same way travel or earthquake insurance does: it has to be arranged before the trip, not during an emergency. If it could be bought the moment an earthquake happens, most people would reasonably wait and never buy it in advance — and then be unable to actually get it when it matters, since networks are often congested right after a major quake. Purchasing (and downloading) before you arrive is what makes this useful in the first place.