Amidst the rise of cashless payments, attention has turned to the importance of points. "Ponta Pass" is an app service that offers convenience and savings in all aspects of life, from everyday convenience store purchases to supporting favorite artists and idols, and enjoying entertainment like music, movies, and e-books. The second pop-up store, "Ponta Pass Station," will be held until February 9th. Let's explore the campaign that KDDI is orchestrating in Shibuya.

Shibuya, the historic hub of youth culture and fashion, is undergoing a profound transformation. This once-in-a-century redevelopment is reshaping it into a city that appeals to mature adults, symbolizes the diversity and inclusivity sought by Gen Z, and embodies digital convenience. While it's natural to feel nostalgic for its past or lament that it's no longer the Shibuya we knew, perhaps this is the perfect moment for those who grew up with Shibuya to embrace its positive evolution.

KDDI's aggressive promotion of its Ponta services aims not only to increase brand awareness but also to secure a dominant position in the point-based economy. To address user concerns about which carriers and apps offer the best rewards and convenience, KDDI is expanding its Ponta Pass services and launched "Ponta Pass Station" as a physical space for hands-on experiences. The first event in October last year focused on savings at Lawson, but this second iteration offers free "Meiji Milk Chocolate" with customizable sleeves, in addition to Lawson's rewards. Visitors can even enjoy a complimentary "MACHI café" hot café latte from Lawson.

A key objective of this event is for KDDI to collect data on visitor demographics and location within Shibuya, with the premise of protecting personal information, and share this data with Shibuya Ward and the Center Shopping Street Association. This analysis will help envision the future of Shibuya by understanding how people interact with the city and what captures their interest. As with the previous event, members of KAWAII LAB. are participating as special ambassadors for Ponta Pass. They will serve as "one-day café managers," attracting Gen Z fans who are keen on idol culture and entertainment.

Experience the current pulse of Shibuya, a hub of youth culture, through your smartphone. Ponta Pass Station serves as the starting point for this journey. How will this once-in-a-century renovation engage people and transform the area into a place of excitement? Adults who may feel hesitant about such significant changes are encouraged to visit Ponta Pass Station and observe KDDI's initiatives firsthand. It's worth noting that while Ponta Pass has a monthly fee of 548 yen, it offers benefits that far exceed this cost.

Ponta Pass Station
Address | ZeroBase Shibuya (2-5-8 Dogenzaka, Shibuya-ku, Tokyo)
Dates | February 6 (Thu) - February 9 (Sun), 2024
*Details will be updated on the special website.