New Cheer Experience Unveils with Oshi Mile and Major Sports Teams in Tokyo

Transforming Dining into Support: The Launch of Oshi Mile

In an exciting development, the innovative platform Oshi Mile is set to transform everyday dining experiences into opportunities for fans to show their support for their favorite teams. This initiative, led by Avatar Dining Lab LLC in collaboration with Suntory Sports, includes two major Tokyo sports teams — the Tokyo Suntory Sungoliath rugby team and the Suntory Sunbirds Osaka volleyball team.

Starting from April 4, 2026, fans can engage with the campaign at selected PRONTO locations across the nation, allowing them to earn miles as they enjoy their meals and participate in exclusive rewards.

What is Oshi Mile?

Oshi Mile is a pioneering platform designed to bridge the gap between everyday dining and entertainment. Users can simply scan their restaurant receipts through the LINE mini-app to collect miles. These can then be exchanged for exclusive rewards linked to various intellectual properties such as talents, artists, anime characters, and sports figures. This system enables fans to support their teams even on days without matches or when visiting arenas may not be an option. Therefore, through casual dining experiences like lunch breaks, coffee times, or evening bar visits, they can engage in a new form of fan interaction.

Campaign Overview

The Oshi Mile platform will launch with simultaneous campaigns for the two teams at all participating PRONTO outlets. The promotional period is scheduled from April 4, 2026, to May 31, 2026.

Participating Locations: Various PRONTO and E PRONTO stores nationwide will be eligible for miles collection, with plans for ongoing expansions.

During this exclusive campaign period, patrons who accumulate miles will have chances to win a variety of prizes, which may include signed memorabilia from players or digital content specifically created for this initiative. Detailed information about the rewards will later be shared through Oshi Mile's official channels and social media accounts of the teams.

How to Participate

1. Visit a Participating Location: Customers will visit their nearest PRONTO outlet and keep their receipts.
2. Collect Miles: Users will photograph their receipts with the Oshi Mile LINE mini-app to gather miles based on their dining amount.
3. Enjoy Exclusive Content: Within the app, fans can apply for or redeem their collected miles for limited edition rewards from the teams they support.

Beyond the digital experience, tangible engagements will occur in the chosen PRONTO venues, including collaborative posters and tray sheets that inform fans of the ongoing campaign.

Service Use Guidelines

This service is designed to provide users a seamless experience, allowing them to scan receipts directly from their smartphones. All interactions regarding rewards and activity verification are fully handled within their devices, eliminating the need for customers to present anything to staff, thus ensuring they can enjoy their meals at their own pace.

For any inquiries regarding app functionality or reward questions, users can access the inquiry form directly in the Oshi Mile app. To enhance the dining experience and manage store traffic efficiently, customers are kindly requested to refrain from direct contact with the stores for support-related inquiries.

Future Perspectives

Looking ahead, Oshi Mile anticipates expanding collaborations with various forms of IP, including voice actors, artists, and more sports teams. The ultimate goal is to reshape daily consumption into a form of fan engagement while establishing a sustainable interaction model among fans, IP entities, and dining establishments.

Relevant Links

About Avatar Dining Lab LLC

Avatar Dining Lab is dedicated to driving the digital transformation of dining experiences, aiming to foster innovation and create new value in the food service industry. Our mission is to evolve traditional dining into a hub of entertainment, creating a next-generation social infrastructure where consumers, creators, and establishments can thrive together.