Encouraging fans to switch from watching alone at home to shared viewing at the British pub HUB as part of Tokyo Metropolitan Government’s HTT initiative

MIXI, Inc., as a partner company of the Tokyo Metropolitan Government’s decarbonization initiative “HTT” (Herasu [Reduce], Tsukuru [Generate], Tameru [Store] electricity), will run the HTT Shared Viewing Campaign from August 8 to September 12, 2026, at four HUB British pub locations in Tokyo, to coincide with the start of the 2026/27 season for the MIXI Group’s professional soccer club, FC TOKYO.

This campaign proposes switching from watching matches alone at home to shared viewing at pub locations, especially on extremely hot days or during away matches when supporting the team at the stadium is difficult. By gathering in the same space to cheer together, the campaign aims to reduce the electricity used for air conditioning and lighting in individual households.

■ Reason for the Campaign
As an HTT Initiative Promotion Declaration Company participating in the Tokyo Metropolitan Government’s HTT decarbonization initiative, MIXI works to raise awareness of HTT in cooperation with the HTT Promotion Executive Committee. In February 2026, MIXI conducted internal HTT awareness activities for its employees, such as serving locally sourced dishes using ingredients from Tokyo in the employee cafeteria. MIXI is now expanding this initiative to the sports viewing business.

Starting with the 2026/27 season, the Meiji Yasuda J.League is transitioning to an autumn-spring calendar starting in August, marking its first-ever season opener in the middle of summer. August is the time of year when household electricity consumption peaks due to air conditioner use, meaning the new season opener coincides with peak power demand.

In light of these circumstances, MIXI decided to launch this campaign by leveraging the expertise gained through its business alliance with HUB CO., LTD. Instead of watching matches individually at home, fans are encouraged to gather and cheer at HUB locations that support FC TOKYO. This initiative aims to create opportunities for connection with meaning through communication while reducing the electricity used for air conditioning and lighting in individual households.

■ HTT Shared Viewing Campaign
• Period: August 8 to September 12, 2026
• Venues: 4 HUB locations in Tokyo
(HUB Shibuya, HUB Shinjuku West, HUB Kichijoji South, and HUB Lotte City Hotel Kinshicho)
• Campaign Details: Sale of two special HTT collaboration drinks, distribution of original fan merchandise, etc.

■ MIXI × HTT Partnership
To promote understanding of HTT and work toward a decarbonized society, the Tokyo Metropolitan Government registers Tokyo-based companies that actively support this initiative as HTT Initiative Promotion Declaration Companies. The HTT Promotion Executive Committee collaborates with several of these companies to raise awareness. MIXI supports this Tokyo Metropolitan Government project and implements measures focused on reducing energy consumption.

■ HTT
The Tokyo Metropolitan Government is promoting initiatives to secure electricity and achieve decarbonization under the keyword HTT, which stands for Herasu (Reduce), Tsukuru (Generate), and Tameru (Store) electricity. (Examples: Reduce: “Clean air conditioner filters regularly”; Generate/Store: “Install solar panels and storage batteries at home.”) For details, please visit the official website.

Official Website:　https://www.kankyo.metro.tokyo.lg.jp/climate/tokyo_coolhome_coolbiz/index.html