ITOCHU Announces Partnership Between Famiport Coupon and Popular Smartphone App Sekai Camera.

February 28, 2011

ITOCHU Corporation (headquartered in Minatoku, Tokyo; Masahiro Okafuji, President & CEO; hereinafter “ITOCHU”), FamilyMart Co., Ltd. (Headquartered in Toshima-ku, Tokyo; Junji Ueda, President & CEO; hereinafter “FamilyMart”), Co., Ltd. (headquartered in Toshima-ku, Tokyo; Yasuhiko Uramoto, President & CEO; hereinafter “”) and Tonchidot Corporation (headquartered in Shijuku-ku, Tokyo; Takahito Iguchi, CEO; hereinafter referred to as “Tonchidot”) announced today that they would launch a service to appeal to customers and promote sales by combining the Sekai Camera augmented reality (AR) application and the Famiport Coupon, which is a coupon service using Famiport multimedia kiosk terminals installed in FamilyMart convenience stores.

When a customer starts the Sekai Camera application on their iPhone or Android smartphone and points it towards a FamilyMart store, images of products promoted in the campaign appear as “Air Tags” - floating icons displayed in the handset screen. By tapping or clicking on an Air Tag, the customer will get a Coupon ID. The customer can then obtain a coupon by entering the Coupon ID on a Famiport multimedia terminal at a FamilyMart store. This coupon entitles customers to receive products shown on the coupon for free or at a discount.

In the future, this system is planned to enable Sekai Camera users to see if any campaigns or other coupons are available around FamilyMart stores, and use Famiport Coupons at stores near by. In turn, this will benefit companies running such campaigns, as it expands the campaign targets to smartphone users, and also enables sampling to be done quickly around FamilyMart stores.

As the inagural campaign under this partnership, free coupons for the popular famichiki fried chicken (for the first 5,000 customers) will be distributed starting February 28, 2011. This campaign offers Famiport Coupons to Sekai Camera users at any of the approximate total of 3,400 FamilyMart stores(*) in Tokyo and nine surrounding prefectures (Kanagawa, Chiba, Saitama, Ibaraki, Tochigi, Gumma, Yamanashi, Nagano, and Shizuoka). .

By utilizing the unique combination of FamilyMart stores and Sekai Camera, ITOCHU, FamilyMart, and Tonchidot aim to expand the service to support marketing activities of consumer goods businesses nationwide.,.

  • Air tags may not be displayed at some stores.

Overview of the Campaign for famichiki Coupons with Sekai Camera

Organizer Tonchidot Corporation
Coupon Benefit Free famichiki fried chicken (for the first 5,000 customers)
Coupon Distribution Period From Monday, Feb. 28, 2011 at 11:00 to Monday, Mar. 14, 2011 at 23:59
Coupon Redemption Priod From Monday, Feb. 28, 2011 at 11:00 to Monday, Mar. 21, 2011 at 23:59

Tokyo and Kanagawa, Chiba, Saitama, Ibaraki, Tochigi, Gumma, Yamanashi, Nagano and Shizuoka Prefectures

* Some stores may not be participating.

Supported Handsets iPhone and Android handsets, excluding certain models

Steps to Obtain Coupon Benefits

  1. Download Sekai Camera from App Store (for iPhone users) or from Android Market (for Android users).
    (Sekai Camera is available for free.)
    Start the application and point the handset camera to a FamilyMart store.

  2. Tap (or click) on the FamilyMart logo or the famichiki Air Tag.

    Sample image of screen display on handset using Sekai Camera application.
  3. Click on the URL displayed on the handset screen to obtain Coupon ID.

    Campaign information screen
    Coupon ID display (example)
  4. Check if the famichiki coupon benefit is available at FamilyMart store. Enter the Coupon ID on the Famiport terminal by following the on-screen instructions.

  5. Bring the coupon issued from Famiport to the cashier to receive the benefit in exchange for the coupon.


FamilyMart Corporation

Address 3-1-1 Higashi-Ikebukuro, Toshima-ku, Tokyo
Representative Junji Ueda, President & CEO
Capital 16,658 million yen
Business Activities Convenience store franchises
Date of Foundation September 1, 1981
URL[Open in a new window] Co., Ltd

Address 3-1-1 Higashi-Ikebukuro, Toshima-ku, Tokyo
Representative Yasuhiko Uramoto, President & CEO
Capital 400 million yen
Business Activities Service planning and operation of MMK terminals, Famiport at FamilyMart stores, EC site,, operation and advertising agency business through FamilyMart related medium,etc.
Date of Foundation May 19, 2000
URL[Open in a new window]
Address 5F Forecast Shinjuku Avenue, 2-5-12 Shinjuku, Shinjuku-ku, Tokyo
Representative Takahito Iguchi, CEO
Capital Undisclosed
Business Activities Development and operation of augmented reality (AR) applications Sekai Camera and Sekai Apps
Date of Foundation August 4, 2008
URL[Open in a new window]