MIXI Launches HTT Viewing Campaign for FC Tokyo's Summer Kickoff
MIXI, a prominent tech company based in Shibuya, Tokyo, is embarking on an innovative journey as it partners with the HTT (Reduce, Generate, Store) initiative, promoted by the Tokyo Metropolitan Government. This strategic collaboration will coincide with the kick-off of the 2026/27 season for the professional soccer club FC Tokyo and will spearhead the HTT Share Viewing Campaign.
Running from August 8 to September 12, 2026, this campaign will take place in four HUB locations across Tokyo, offering fans a chance to come together in a pub environment to support their team. Given the potential sweltering heat during this period and the daunting challenges posed by away matches, the campaign promotes the idea of “shared viewing.” By gathering in a communal space, fans can cheer for FC Tokyo while contributing to energy conservation efforts by reducing reliance on air conditioning and lighting in individual households.
MIXI's commitment to the HTT initiative is reflected in its recent actions and existing projects geared towards environmental sustainability. As a self-identified “HTT Promoting Declaration Company”, MIXI has been proactive in raising awareness and fostering engagement around the HTT principles. Just last February, the company introduced a menu in its employee canteen featuring locally sourced ingredients from Tokyo, further emphasizing its dedication to this cause.
This upcoming season marks a transformation for the Meiji Yasuda J-League, as it shifts to a new autumn-spring system, with the season commencing in August for the first time. This change coincides with a peak in energy consumption typically associated with high air conditioning usage. By strategically collaborating with HUB, a business partner, and utilizing their accumulated insights, MIXI aims to effectively execute this campaign.
The goal is not solely to change the way fans experience matches but also to facilitate connections that go beyond mere attendance—creating shared moments and enhancing community bonds. By gathering at HUB venues designed for supporting FC Tokyo, fans can engage more meaningfully while simultaneously assisting in reducing energy consumption during the peak summer months.
The Tokyo Metropolitan Government actively promotes the HTT initiative, recognizing companies that demonstrate a commitment to reducing carbon emissions and engaging in energy conservation practices. The HTT Promotion Declaration Companies work along with the awareness and motivation realization executive committee to drive the dissemination of HTT concepts. MIXI, too, embraces this project, focusing primarily on reducing energy consumption while fostering community integration.
HTT stands for “Ⓗeal the waste, Ⓣransform the power, and Ⓣake action” – a framework established by the Tokyo government to advance decarbonization alongside energy generation practices. Suggested actions include maintaining air conditioning filters and investing in solar energy and storage solutions for households. To learn more, visit the official site at Tokyo Cool Home - Cool Biz.
Founded with the mission of "Expanding rich communication and enveloping the world with joyful surprises," MIXI offers a range of communication services including "mixi," “Monster Strike,” “Family Album mitemite,” and “TIPSTAR.” With the tagline “Connecting hearts,” MIXI aims to foster deep emotional connections through shared experiences. Looking ahead, the company will continue to prioritize a user-first approach while creating opportunities for heartfelt communication across the globe. Note that the trademarked name, logos, and associated terms are the property of MIXI, Inc.
Running from August 8 to September 12, 2026, this campaign will take place in four HUB locations across Tokyo, offering fans a chance to come together in a pub environment to support their team. Given the potential sweltering heat during this period and the daunting challenges posed by away matches, the campaign promotes the idea of “shared viewing.” By gathering in a communal space, fans can cheer for FC Tokyo while contributing to energy conservation efforts by reducing reliance on air conditioning and lighting in individual households.
Background of the Campaign
MIXI's commitment to the HTT initiative is reflected in its recent actions and existing projects geared towards environmental sustainability. As a self-identified “HTT Promoting Declaration Company”, MIXI has been proactive in raising awareness and fostering engagement around the HTT principles. Just last February, the company introduced a menu in its employee canteen featuring locally sourced ingredients from Tokyo, further emphasizing its dedication to this cause.
This upcoming season marks a transformation for the Meiji Yasuda J-League, as it shifts to a new autumn-spring system, with the season commencing in August for the first time. This change coincides with a peak in energy consumption typically associated with high air conditioning usage. By strategically collaborating with HUB, a business partner, and utilizing their accumulated insights, MIXI aims to effectively execute this campaign.
The goal is not solely to change the way fans experience matches but also to facilitate connections that go beyond mere attendance—creating shared moments and enhancing community bonds. By gathering at HUB venues designed for supporting FC Tokyo, fans can engage more meaningfully while simultaneously assisting in reducing energy consumption during the peak summer months.
Overview of the HTT Share Viewing Campaign
- - Campaign Duration: August 8 – September 12, 2026
- - Locations: Four HUB establishments including HUB Shibuya, HUB Shinjuku Nishi-guchi, HUB Kichijoji, and HUB Lotte City Hotel Kinshi-cho.
- - Activities: The campaign will feature the sale of two special HTT-themed beverages and the distribution of original cheering merchandise.
The Collaboration between MIXI and HTT
The Tokyo Metropolitan Government actively promotes the HTT initiative, recognizing companies that demonstrate a commitment to reducing carbon emissions and engaging in energy conservation practices. The HTT Promotion Declaration Companies work along with the awareness and motivation realization executive committee to drive the dissemination of HTT concepts. MIXI, too, embraces this project, focusing primarily on reducing energy consumption while fostering community integration.
Understanding HTT
HTT stands for “Ⓗeal the waste, Ⓣransform the power, and Ⓣake action” – a framework established by the Tokyo government to advance decarbonization alongside energy generation practices. Suggested actions include maintaining air conditioning filters and investing in solar energy and storage solutions for households. To learn more, visit the official site at Tokyo Cool Home - Cool Biz.
About MIXI
Founded with the mission of "Expanding rich communication and enveloping the world with joyful surprises," MIXI offers a range of communication services including "mixi," “Monster Strike,” “Family Album mitemite,” and “TIPSTAR.” With the tagline “Connecting hearts,” MIXI aims to foster deep emotional connections through shared experiences. Looking ahead, the company will continue to prioritize a user-first approach while creating opportunities for heartfelt communication across the globe. Note that the trademarked name, logos, and associated terms are the property of MIXI, Inc.
Topics Entertainment & Media）
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