Celebrating the One-Year Anniversary of Ponta Pass with Exciting Campaigns Across Lawson Stores
On October 7, 2025, KDDI will mark the first anniversary of its popular subscription service, Ponta Pass, used by approximately 15 million members. To celebrate, a series of events will be held at Lawson stores nationwide, focusing on the "Find Hidden Ponta" campaign. Participants will have the opportunity to explore stores to uncover special posters featuring the 'Hidden Ponta' message and enter a secret code on a dedicated website. Successful participants can win attractive prizes, including 2,000-yen QUO cards, free coffee coupons from Machicafe, special gift boxes with Meiji Milk Chocolate products, and autographed merchandise from the idol group SWEET STEADY, who serves as ambassadors for Ponta Pass. A total of over one million winners will be selected. Additionally, various promotions will be rolled out across social media and services like "au PAY Market" and "menu" to coincide with the anniversary celebration.
Beginning November 2025, a new promotion will allow consumers to earn Ponta points at a reward rate of up to 20 times the usual amount when using au PAY for purchases at Lawson stores.
Ponta Pass is designed to provide a wide range of benefits, including fantastic coupons, entertainment digital content, and comprehensive smartphone support options. It’s available not only to au customers but also to others wishing to subscribe, with many praising its offerings since the service began in October 2024. As part of the anniversary celebrations, KDDI plans to enhance Ponta Pass's features, focusing on ease of use and accessibility of the accompanying app.
1. Find Hidden Ponta Campaign
- Prizes:
- Major winners: 50 will receive 2,000-yen QUO card (Buy Free)
- Special gift boxes of Meiji Milk Chocolate: 99 winners
- Autographed items from SWEET STEADY: 21 winners
- 200,000 free coffee coupons from Lawson's Machicafe
- 300,000 discount coupons for 50 yen off Lawson’s Uchi Cafe sweets
- 500,000 discount coupons for 10 yen off various Lawson’s original PET drinks
- Unlimited number of anniversary wallpapers
- Participation Requirements:
- Locate Hidden Ponta displayed on promotional materials in Lawson stores and submit the secret code on a specified site.
- A daily entry is allowed during the campaign period.
- Duration:
- October 7th, 2025 at 10:00 AM to October 27th, 2025 at 11:59 PM
2. Ponta Pass Point UP Select:
- Weekly updates will feature special gacha rewards, including a 10,000-yen discount coupon.
- Duration: October 3rd, 2025 at 10:00 AM to November 24th, 2025 at 9:59 AM
3. Exclusive Promotions for Ponta Pass Members on au PAY Market:
- Monthly special gacha, enhanced point exchange options, and more discounts available for specific purchase thresholds.
- Period: October 3rd to November 21st, 2025
4. Weekly Lawson Delivery Coupons:
- Exclusive 700-yen discount coupons for purchasing Lawson products through delivery services, increasing the usual available coupons.
- Period: October 7th to November 3rd, 2025
5. Music Listening Points:
- Ponta Pass members can earn up to 1,000 Ponta points for music listened to through the app.
- Period: October 7th to October 20th, 2025
6. Ponta Pass Reward Rate Increases:
- Enhanced cashback rates for payments over 200 yen using au PAY at Lawson stores will increase to a cap of 20 times the regular points.
- Period: November 1st to November 30th, 2025.
To celebrate, Ponta Pass's official accounts will also run a campaign on social media where participants can win a year's supply of Meiji Milk Chocolate and additional Ponta points through engagement activities.
From October 2025, the Ponta Pass service will see expansions, including:
For further details on the Ponta Pass and its evolving offerings, please visit the dedicated campaign website. KDDI remains committed to delivering peace of mind, value, and entertainment through the Ponta Pass, enriching users' everyday lives.
Beginning November 2025, a new promotion will allow consumers to earn Ponta points at a reward rate of up to 20 times the usual amount when using au PAY for purchases at Lawson stores.
Ponta Pass is designed to provide a wide range of benefits, including fantastic coupons, entertainment digital content, and comprehensive smartphone support options. It’s available not only to au customers but also to others wishing to subscribe, with many praising its offerings since the service began in October 2024. As part of the anniversary celebrations, KDDI plans to enhance Ponta Pass's features, focusing on ease of use and accessibility of the accompanying app.
Key Campaign Details
1. Find Hidden Ponta Campaign
- Prizes:
- Major winners: 50 will receive 2,000-yen QUO card (Buy Free)
- Special gift boxes of Meiji Milk Chocolate: 99 winners
- Autographed items from SWEET STEADY: 21 winners
- 200,000 free coffee coupons from Lawson's Machicafe
- 300,000 discount coupons for 50 yen off Lawson’s Uchi Cafe sweets
- 500,000 discount coupons for 10 yen off various Lawson’s original PET drinks
- Unlimited number of anniversary wallpapers
- Participation Requirements:
- Locate Hidden Ponta displayed on promotional materials in Lawson stores and submit the secret code on a specified site.
- A daily entry is allowed during the campaign period.
- Duration:
- October 7th, 2025 at 10:00 AM to October 27th, 2025 at 11:59 PM
2. Ponta Pass Point UP Select:
- Weekly updates will feature special gacha rewards, including a 10,000-yen discount coupon.
- Duration: October 3rd, 2025 at 10:00 AM to November 24th, 2025 at 9:59 AM
3. Exclusive Promotions for Ponta Pass Members on au PAY Market:
- Monthly special gacha, enhanced point exchange options, and more discounts available for specific purchase thresholds.
- Period: October 3rd to November 21st, 2025
4. Weekly Lawson Delivery Coupons:
- Exclusive 700-yen discount coupons for purchasing Lawson products through delivery services, increasing the usual available coupons.
- Period: October 7th to November 3rd, 2025
5. Music Listening Points:
- Ponta Pass members can earn up to 1,000 Ponta points for music listened to through the app.
- Period: October 7th to October 20th, 2025
6. Ponta Pass Reward Rate Increases:
- Enhanced cashback rates for payments over 200 yen using au PAY at Lawson stores will increase to a cap of 20 times the regular points.
- Period: November 1st to November 30th, 2025.
To celebrate, Ponta Pass's official accounts will also run a campaign on social media where participants can win a year's supply of Meiji Milk Chocolate and additional Ponta points through engagement activities.
Enhancements to Ponta Pass Service
From October 2025, the Ponta Pass service will see expansions, including:
- - Weekly opportunities to win Ponta points totaling 10 million yen
- - Expanded offerings providing up to 50% rewards on select products
- - The introduction of new coffee-themed promotions alongside the existing favorites
For further details on the Ponta Pass and its evolving offerings, please visit the dedicated campaign website. KDDI remains committed to delivering peace of mind, value, and entertainment through the Ponta Pass, enriching users' everyday lives.
Topics Consumer Products & Retail）
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