Ah, Japanese My Nintendo. The apple of my eye.
While we're stuck with a mostly wet blanket of a website (most of the rewards are still 3DS and Wii U offers), Japan relies on a mightier service, providing physical rewards, among man other perks, like the Club Nintendo legends of old. Now the region is getting an even bigger upgrade in the form of a My Nintendo app.
Evidently this is separate from the Switch Online app, and is currently only in service on Android and iOS devices in Japan. The new app allows folks to watch Nintendo Direct presentations....directly, and buy software, interact with your play records and "check-in" at various locations via a QR code.