JAL Holds 10th Anniversary Secret Event for ‘Dokokani Mile’ with Actress Suzu Hirose in Tokyo

Japan Airlines (JAL) held the “Dokokani Mile 10th Anniversary Secret Event” in Tokyo on February 26 to celebrate the 10th anniversary of its “Dokokani Mile” (Somewhere Miles) service. Forty-nine JAL Mileage Bank (JMB) members who were invited by lottery enjoyed a talk session with actress Suzu Hirose, who appeared as a guest.

“Dokokani Mile” is a service that allows members to redeem miles for a round-trip ticket to one randomly selected destination out of four domestic destinations presented at the time of booking. While regular award tickets normally require roughly 9,000 to 21,000 miles round-trip depending on the route, “Dokokani Mile” offers a flat 7,000 miles round-trip. When the service launched on December 12, 2016, departures and arrivals were limited to Tokyo/Haneda, but it now also covers Sapporo/Chitose, Sapporo/Okadama, Osaka/Itami, Osaka/Kansai, Fukuoka, Kagoshima, and Okinawa/Naha. According to JAL, the cumulative number of users reached approximately 780,000 as of this January, and more than 70% are repeat users.

To mark the 10th anniversary, a commemorative campaign has been running since December 2025. As the second phase, JAL is currently holding the “#Weekday Dokokani Trip” campaign, under which customers aged 18 to 29 can apply for “Dokokani Mile” for 5,000 miles on weekdays only.

At the event held as part of the first phase of the campaign, Suzu Hirose, who appears in commercials as the face of “JAL Mile Life,” took the stage. Hirose, who says her awareness of miles has changed through working on these commercials, commented with a smile, “It’s fun to accumulate miles as part of my daily life. I used to think miles were something you earned just by taking flights, but I learned that you can also earn them in everyday life, and now I can talk about miles with all kinds of people.”

In keeping with the theme of a service where the destination is decided at random, a “travel roulette” was set up on stage. It featured six locations that Hirose has visited or would like to visit in the future: “Hokkaido, Yamagata, Fukui, Kochi, Fukuoka, and Okinawa,” and she shared stories related to whichever destination the roulette landed on.

When the roulette pointed to “Yamagata,” Hirose explained that the first major role she played in a film was a girl from Yamagata. “I thought I would get to go to Yamagata for the shoot, but I couldn’t. I’ve always wanted to visit someday,” she recalled. At the time, she wanted to visit the area to deepen her understanding of the role, but as an adult she has become more attracted to Yamagata’s appeal as a tourist destination, such as its hot springs. When the host introduced local specialties and sightseeing spots, she enthusiastically added, “I love cherries. I’m also really curious about the ‘snow monsters’ (rime-covered trees). I’ve only ever seen them in videos.”

▲ Suzu Hirose receiving an original eco-bag commemorating the 10th anniversary from a JAL representative. Smiling, she said, “I can use it as a sub-bag when I travel. It’s casual and cute.”