Short-term agricultural machinery rental system has been operated by agricultural extension organization of local government (agricultural technology center) and sponsored by Ministry of Agriculture, Food, and Rural Affairs, to improve utilization efficiency and save agricultural production cost through joint utilization of agricultural machinery. This study was conducted to analyze current status of the rental system operation and provide recommendations for future direction. Question survey was conducted for officers in charge of the rental system in the technology center, and strategic improvement was suggested through importance performance analysis (IPA). Survey results showed that 11 issues should be reformed or improved by 2015, which is not practically feasible. IPA analysis resulted that administration and manpower support, cooperation between federal and local organizations, and cooperation with other organizations should be focused for successful operation of the rental system. Issues that seem to happen after 2015 need to be handled as future research.