日本語 
and ST Co., Ltd. has started a new point exchange service on its official web store, and ST. The company says the idea is to make its points more useful and easier for customers to spend. The first partner joining this service is Japan Airlines through its loyalty program JAL Mileage Bank.
The setup is simple. Customers who shop on and ST can convert the points they earn into airline miles. At the same time, miles collected from flights or daily activities inside the JAL ecosystem can be turned into and ST points. So someone buying clothes can use those points for travel later. And someone flying often can convert miles into points and spend them on fashion items.
The service officially started on March 16, 2026 and is available to members of both programs.
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The exchange rates are fixed. 1,000 and ST points can be converted into 500 JAL miles. Points must be exchanged in blocks of 1,000 and users can make the request once per day. Miles are credited within about three weeks after the application.
The reverse option is also available. 3,000 JAL miles can be exchanged for 1,500 and ST points. Applications are made through the JAL Mileage Bank website and users receive an exchange code by email within about a week. Once that code is entered on the and ST account page, the points are added.
The move links everyday shopping and travel rewards in one loop. Earn points while buying clothes. Turn them into miles. Travel. Convert miles back into fashion purchases. That is the cycle and ST is trying to build going forward.
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