Here's a translated version of Apple’s description:
Use the iTunes Pass, you can now deposit directly to the account of the App Store or iTunes Store you. Go to the iTunes Store in the iOS device you have, if you tap “Use iTunes Card / Code” button and scroll down, you can get the iTunes Pass. 3 Please tell specialist that then, the Apple Store near you, you want to deposit into account. When you open the iTunes Pass from the Passbook, specialists will scan it, and accepts the payment. Balance is updated on the fly, available immediately.
It's unclear if Apple will be rolling out this feature to other countries. Please follow iClarified on Twitter, Facebook, Google+, or RSS for updates.