Restyling
Japan: Revival of the "Mottainai" Spirit
The
government's White Paper on the Recycling Society urges citizens
to help end the vicious circle of mass production, mass consumption
and mass disposal. LOOK JAPAN finds that the "restyling"
manifesto has already been taken on board by many local authorities,
private companies and citizens.
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IF IT'S
BROKE…The
Tsuchiya family trust repair of a favorite toy to a "doctor"
at the Meguro-ku toy hospital |
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AIZAWA
TADASHI |
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THE doctor
started to make his diagnosis.
"It
will be all right, but please understand that it may leave a
scar."
"Okay."
The doctor
commenced treatment in front of the worried-looking child. Pointing
with a screwdriver, he said, "Here it is. This is where
the damage is." The child leaned forward to look.
This was the
scene at a hospital for toys, located in a corner of the Consumers
Center in Meguro-ku (ward), Tokyo.
Concerned
about the large numbers of toys that were being thrown away
with only slight damage, staff at the center started the service
25 years ago.
The volunteer
"doctors" at the center are clearly motivated by the
public nature of the work they do, but their activities are
also designed to foster scientific interest and develop in children
the habit of looking after their possessions.
The toy hospital
is open every Sunday afternoon, with skilled volunteers repairing
the broken toys that are brought in.
Almost all
the toys they handleÅ\whether analog or digital, low-tech or
high-techÅ\were not designed to be repaired.
"Repairing
toys would impose a tremendous cost on manufacturers,"
says volunteer doctor Tanaka Shoichi (74). "Most of the
toys are now being manufactured overseas with locally procured
parts, so Japanese manufacturers are not geared up to do repairs."
Tanaka has
been a member of the doctors' team since the hospital opened
in 1977. At the onset, two to four volunteers worked at the
hospital repairing toys. Today,
18 volunteers are registered, and about 12 work at the hospital
each Sunday. None of the doctors has ever worked in the toy
industry. Certainly, they like toys, but more than anything
they enjoy fixing things.
The most
difficult task for the doctors is to repair disassembled toys,
which the owner, who might be a child or an adult, has attempted
to repair by himself. "They all say they have brought in
all the parts, but that has never happened once in my 25 years
here. The owners don't notice the tiny parts and springs that
are missing." After the toy is taken to pieces, the doctor
must start by imagining what the original form was. "It's
like a puzzle. That's the most enjoyable thing about it,"
said Tanaka, laughing.
Toys are
sometimes "hospitalized" because of a shortage of
parts or for other reasons, but treatment is always free. Meguro-ku's
annual budget for the hospital, which is to be spent on materials
and parts, is only about 70,000 yen (585 dollars). Meguro-ku
has found the project remarkable, as it brings joy to children,
parents and volunteers, all on such a tiny budget.
Tsuchiya
Hayato (32) came to the hospital with his wife and two-year-old
son.
"I bought
the toy to enjoy baths with my child, but it broke after only
a few weeks. It was too hard for me to repair, and I couldn't
bear to throw it away. I decided to come here because my son
loved the toy and it seemed a shame that our fun should have
to end," says Tsuchiya, his child on his lap.
All kinds
of people have visited the hospital, such as a father who wants
his children to play with his old remote controlled toys, grandparents
who want to have an almost antique musical mobile repaired for
their first grandchild, and senior citizens who bring in tin
toys they have kept for several decades, or dolls that have
sentimental value.
However,
not so many people feel "bad" enough about broken
toys to actually bring them to the hospital.
"The
overwhelming trend has been to throw away something that can
no longer be used. Even if in a very small way, we are trying
to stop the trend." Tanaka frowns for a moment, but his
friendly face soon returns as he says, "But we have just
enough work to enjoy it."
Children
who were on the verge of tears leave with a radiant smile. "Thanks,"
they say, as their favorite toys are repaired.
Seeing the
children off, Tanaka whispers, "We must make this place
known to as many people as possible." Tanaka hopes to share
with many children the pleasure that is derived from taking
good care of the things in their possession.
We often
hear in Japan the expression "mottainai," which loosely
means "wasteful" but in its full sense conveys a feeling
of awe and appreciation for the gifts of nature or the sincere
conduct of other people. There is a trait among Japanese to
try to use something for its entire effective life or continue
to use it by repairing it. In this caring culture, people will
endeavor to find new homes for possessions they no longer need.
The "mottainai" principle extends to the dinner table,
where many consider it rude to leave even a single grain of
rice in the bowl. The concern is that this traditional trait
may be lost.
"The
2002 White Paper on the Recycling Society" published in
June by the Japanese government urges citizens to promote "restyling"
by "reducing," "reusing" and "recycling."
The policy aims to end the vicious circle of mass production,
mass consumption and mass disposal.
As the example
of the toy hospital shows, some citizens have already taken
the "restyling" policy into their own hands. The key
as far as the government is concerned is to ensure that more
people are aware of the services available and what services
are yet to be provided. Currently there are about 250 facilities
nationwide similar to the hospital for toys in Meguro. The purpose
of these facilities is to use the experience, knowledge, techniques
and skills mainly of local seniors for the good of society.
Rise of
the Discounter
Children's
toys are not the only things that need repairing. Grown-ups
also try to get their appliances repaired, particularly if the
product is something they have saved up for.
Appliance
dealers typically refer customers with a claim to the manufacturer,
because the method for repairing faults tends to differ according
to the make of the appliance. Moreover, large-scale discount
stores, where many appliances are purchased these days, have
tended to eliminate repair sections or staff, because repairs
are time consuming and do not pay. These dealers now act as
a "reception desk" for repairs to be consigned to
manufacturers. Points out the person in charge of repairs at
Japan's largest discount appliance dealer, "Although it
might not be fair to the consumer, we sometimes recommend that
they purchase a new product after explaining to them that repair
will take time and cost a lot more."
Years ago,
people bought appliances from a local appliance dealer, who
was a contract dealer for certain manufacturers. When the appliances
bought through this dealer broke down, it was natural to have
the dealer visit the home and repair the item.
Appliance
dealers did the repairs while conversing with family members,
and always used the opportunity to do some sales promotion,
asking, "Is there anything else you might need?" or
"Wouldn't now be a good time to replace your TV set?"
These dealers
were just like the liquor shops in the community, who made rounds
to take orders and deliver the ordered products. Both knew well
what each family needed and tried to respond to those needs.
During the
1970s, however, many large-scale appliance discount stores emerged
in the suburbs, boasting an astonishing array of products sold
at discount prices. As they spread throughout the nation, more
and more customers came to crowd these stores. Manufacturers
competed fiercely to launch one new model after another, as
befitted an age of mass production and consumption. Consumers
welcomed the trend because most were fond of novel products.
Large-scale discount stores thus became the leading retailer
of appliances. But these stores never took over the functions
that local appliance dealers had fulfilled for the community,
and the section for repair services became ever smaller.
But during
the years of economic recession that followed the collapse of
the economic bubble consumers changed, and they now prefer to
continue using the products they have bought, instead of buying
new models every few years. Their mindset has also changed,
and demand for repair services has started to grow.
Repair
Services
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| BOTH PHOTOS IWASA EIICHIRO |
"SHOWING THE
DAMAGE": Repair job at the Nagasaki-shi branch of
the Dr. Huseman "Hospital for Home Electronics"
chain |
"This
is the store I was looking for." "You have started
a really good business." "I really appreciate your
services." These are some of the comments that welcomed
Dr. Huseman, a repair shop that specializes in appliances, when
the company opened its first store in Kitakyushu in 1997. Today,
Dr. Huseman has nearly 50 franchise shops nationwide. President
Nakamura Michio had been an appliance dealer for nearly 30 years
in Kitakyushu. He decided to switch from being a dealer in appliances
to a dealer in repair services, after finding that even as an
appliance dealer, he didn't know which parts would be needed
to repair an appliance unless he contacted the manufacturer.
The motto
of Dr. Huseman is to "Check and show the damage to customers."
A man brings
in a video deck with a jammed tape. "This blue protrusion
must be the cause of the defective connection," the Dr.
Huseman specialist says.
"Let
me see," says the customer.
"Here.
The belt needs to be replaced, too. The cost of the repair will
be 10,000 yen, including the replacement parts. You can have
it by tomorrow evening."
"That's
great," says the customer. "Thank you."
Dr. Huseman
executive director Baba Yasuto says, "We don't do the repair
in front of the customer, but we explain what is wrong with
the appliance, what needs to be done, and how many days and
how much money are needed to repair it. Most of our customers
have found the system agreeable."
Dr. Huseman
repairs products of any domestic manufacturer, even old models,
for a fixed charge. Television sets and video decks are the
most common item brought in, though many customers have recently
asked for repairs on audio components, microwave ovens and other
goods.
"Many
people formerly discarded products that could be repaired, even
though they knew it to be mottainai. There was no provider of
repair services," says Baba. According to Nakamura, becoming
a repair service provider is the only way a company can compete
with the large-scale discount stores, which "have no interest
other than selling in large volumes."
To do that,
Nakamura head-hunted experienced repair personnel working with
appliance manufacturers and dealers. In other words, he brought
people who used to work backstage onto the main stage, in the
spotlight. This has motivated his staff, and made his motto
of "showing the damage" even more effective.
The success
of Dr. Huseman owes to the expertise of its skilled staff. That
success has provided opportunities for the industry to effectively
use materials and human resources, and brought out the potential
of community business.
Recycled
in a Flash
It
has already been 12 years since the launch of the first product
that is "recycled as soon as it is disposed." That
product was a camera that typified the age of mass production
and consumption. Fujifilm launched "Utsurundesu,"
a roll of film in a box with a camera lens, in 1990. The product
was available at convenience stores and kiosks at railway stations
for around 1,000 yen, so customers did not need to visit a professional
camera shop. In addition, they did not need to go through the
hassle of loading film into their camera, and after taking pictures
they needed only to bring it to a camera shop to have it developed.
Fujifilm
has a system in which a disposable camera brought into a camera
shop by a user is collected through the company's own route
and then automatically recycled and reused. The automated recycling
line disassembles 90% of the product for reuse. Only pictures
and negatives are returned to the user. The system means that
users are not responsible for the disposal of the camera. The
simple point-and-shoot camera sold in astonishing volumes. Indeed,
Utsurundesu is still selling well, and now comes with a flash
and a zoom lens.
What led
Fujifilm to develop the product and system? Film manufacturing
needs clean water and air. Fujifilm established its first plant
in Ashigara at the foot of Mt. Fuji, and started full-scale
production of domestic films in 1934. Since then, "environmental
conservation has always been an important theme," says
a company representative, and it has maintained a policy that
picture taking would amount to nothing if it weren't for the
beauty of nature. In short, a feeling of respect for the gifts
of nature has been a source of the company's activities.
Hand-Me-Downs
Clothes
are another product that can be reused. In the past, it was
normal for Japanese families to purchase new clothes for the
first boy or girl, which were mended, patched and then handed
down to younger brothers or sisters, and finally used for cleaning.
For those
over 40, it was normal for the eldest brothers and sisters to
always wear new clothes, and for younger brothers and sisters
to never have the opportunity of donning anything new. Another
type of reused clothes was a kimono robe that was handed down
from a mother to her daughter.
Today, families
have fewer children, but the "hand-me-down" custom
still prevails. Even though mass consumption is the norm in
today's Japan, children grow fast and there are fewer siblings
in a family. And it is not as easy as before to find a child
of similar age in the neighborhood. Many families have drawers
with clothes that were sent as gifts, but which the child never
had the chance to wear. These "mottainai" clothes
are frequently brought into recycling shops specializing in
children's clothes. Users have found these recycling shops convenient
because they don't need to worry that the clothes they bring
in might not suit the taste of the person who receives them,
as they would if they were giving the clothes away as a personal
gift.
A survey
on recycling carried out by the Cabinet Office in 2000 reveals
that among the recycling shops used by respondents, those for
books and CDs were used most commonly (47.9%), followed by those
for adult's clothing (31.2%) and children's clothing (24.2%).
Among the users, 48.6% responded that they would use the recycling
shops for adult's clothing again, while 45.5% said that they
would be visiting the children's clothing recycler.
Responding
to these market needs, major department stores such as Taka-shimaya,
Seibu and Isetan, leading supermarkets such as Daiei and Ito-Yokado,
and some of the large commercial complexes have invited popular
recycling shops into their facilities as tenants. These recyclers
include "Tansu-ya" (see LJ June 2002), "Nagamochi-ya"
(for kimono) and "American Kids" (for children's clothes).
The number of these recycling shops has increased to over 30
in the past six months.
Shimokitazawa
is a part of Tokyo that has been very popular among young people
for its many second-hand clothes stores, among them a row of
shops that specialize mainly in vintage blue jeans. So-called
"custom shops" have also been popular, allowing girls
to bring in clothes they don't wear any more to be refashioned
by the shop staff into a style the customer likes.
For these
shops, "mottainai fashion" as opposed to practicality
seems to be the element that made them popular. People have
been going to Shimokitazawa to shop for used clothes for many
years. Now there are shops for antiques, repaired old furniture
and other recycled goods, as well.
Bottle-to-Bottle
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PET CEMETERY:
A good citizen dumps his stock of used PET bottles in
the recycling bin outside his local supermarket |
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LOOK JAPAN |
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Toys, appliances
and clothes are ultimately thrown away. Toys are separated and
most of them are disposed of as incombustible waste, while appliances
(including television sets, refrigerators, washing machines
and air conditioners) are disposed of in accordance with the
Appliance Recycle Law that went into effect in April last year
(see LJ Sept. 2001).
Also not
to be forgotten is the "Container and Packing Recycling
Law" that went into effect fully in April 1997 (see LJ
Aug. 1998). This law was groundbreaking as it clearly set out
the responsibilities of consumers to separate containers and
package waste before discarding them, the responsibilities of
local governments to separate and collect them, and the responsibilities
of businesses to recycle them. Especially significant was the
fact that the law obliged business to recycle polyethylene terephthalate
(PET) bottles, which were by then being produced in great number.
PET bottles
are lightweight and hard to break, so they are easier to carry
around than other types of containers. It is fair to say that
PET-bottled drinks have become one of the essential items in
our lives. Accordingly, PET bottles have been recycled on a
grand scale.
The principal
recycling method for PET bottles has been to fracture collected
PET bottles into flakes and pellets, and use them as materials
for fiber, sheets and detergent bottles. As the process is repeated,
the quality of the resin degrades, making it necessary to add
naphtha, a material for plastic, which ultimately raises the
cost of recycling.
In contrast,
chemical recycling technology has drawn note as a new trend
in waste plastic recycling. Cutting-edge techniques using chemicals
are used to reduce flakes and pellets into highly pure materials.
Teijin Group,
a major fiber-manufacturing group in Osaka, has established
a state-of-the-art material recycling facility in its Tokuyama
Plant in Yamaguchi-ken (prefecture), which commenced operation
in April 2002. Teijin Group has entered into partnerships with
local governments, members of the community and companies in
the neighboring areas to collect PET bottles and other polyester
products and to reduce them into dimethyl tere-phthalic acid
(DMT), which is a 99.99% pure material for polyester. Over the
course of a year, about 24,000 tons of DMT have been obtained
from about 30,000 tons of PET bottles collected.
This is equivalent
to the amount of source materials needed to produce about one
billion 500-ml PET bottles.
Teijin Group
plans to double the scale of the facility by October 2003, and
start recycling PET bottles into highly pure terephthalic acid
(TPA), which is an optimal material for PET bottles. In other
words, the world's first "bottle to bottle" recycling
process will get underway.
Teijin Group
also now has in place the three mainstays for chemical recycling,
adding these to the "fiber to fiber" and "bottle
to fiber" recycling that Teijin had already started.
One problem
that remains to be solved is how to increase the collection
rate of PET bottles to get maximum benefit from the new technologies
and recycling plant. The recycling rate of PET bottles in Japan
was 34.5% in 2001. The PET Bottles Recycling Promotion Council
has estimated that the rate will grow to between 49.1% and 54.7%
by 2005. The understanding and cooperation of consumers and
local governments are essential for achieving this rate.
Among the
environmental measures being taken by the government, the Automobile
Recycling Law has recently attracted considerable attention.
This law stipulates that disposed automobiles must be recycled
and reused as materials, and obliges the owners to pay for the
costs of recycling. The Law passed both houses of the Diet on
July 5, and will go into effect at the end of 2004.
Says an official
in charge of recycling at the Ministry of Economy, Trade and
Industry who has been involved in the work to prepare for the
introduction of the law, "We are making practical preparations
for the introduction of the Automobile Recycle Law. What will
come next are personal computers. We have much more to do in
the future." And indeed it is true that there is no end
to recycling.
Vegetable
Diesel Fuel
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| Someya
Takeo |
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| AIZAWA
TADASHI |
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On the subject
of automobiles, Toyota launched the world's first hybrid automobile
in November 1998. And in December this year, the automaker will
introduce its fuel-cell car. These cars may well help reduce
the CO2 that is emitted by the combustion of fuel
cells. But major companies are not alone in taking this kind
of action.
People working
in the commercial districts of downtown Tokyo are reminiscent
of people from the Edo period (1603–1867), in that they
may be characterized by their vibrant, generous and short-tempered
nature. Someya Shoten and its subsidiary,Use,Inc., located in
Yahiro, Sumida-ku in downtown Tokyo, have developed a "Vegetable
Diesel Fuel" (VDF) using waste edible oil they collect,
as an alternative to diesel engine fuels. Together the companies
purify and produce the fuel with their plants. VDF was introduced
through a video that was shown at a side event during the Environmental
Summit Meeting in Johannesburg, South Africa, between August
26 and September 4.
About
95 liters of VDF can be collected from 100 liters of waste edible
oil. The most remarkable feature is that it can be produced
pretty much into infinity, for as long as there is vegetation
on the Earth, as it is made from vegetable oils rather than
from the limited stocks of fossil fuels. Another plus is that
it does not generate SOx, a cause of acid rain, and the amount
of exhaust, a key factor in human respiratory problems, is only
one-third that of light oil. Above all, it can be used for all
commercially available vehicles with diesel engines, and its
fuel efficiency and mileage are on a par with figures achieved
using light oils. Actual mileage using VDF has averaged 8.4
kilometers per liter.
Someya Shoten
was established in 1949, starting business as a collector of
waste edible oils. An article that appeared in a newspaper in
December 1992, noting the production of diesel fuels from soybean
oil in the U.S. state of Missouri, was the catalyst for the
company to begin development of VDF. The son of founder and
president Someya Takeo was certain that low-cost waste oil would
suffice for production of alternative fuels, and that they would
not have to look for expensive fresh oils.
Someya's
daughter Yumi is president of the company's affiliate, Use,
Inc. She recalls her first impression upon hearing her father's
idea: "Well, my father is a dreamer and likes to try things
that might seem impossible. But people around him were shocked
when they heard this plan, to be frank with you."
Someya Shoten
had years of experience in the production of feeds, fertilizers,
soap and other products from recycled waste edible oils and
was used to having researchers working with the company. It
was also fortunate that the Tokyo Metropolitan government had
a subsidy system for small and midsize enterprises. Consequently,
a prototype came out in June 1993, produced at a small test
plant. Takeo sent the product to Murayama Tadashi, then a professor
at Hokkaido
University, to have the fuel tested for viscosity, relative
weight and other properties.
In September came the response
from Professor Murayama: "The fuel could be used."
Hearing
the reply, Takeo immediately removed the light oil fuel from
the tank of the truck he uses for daily business, filled it
with VDF and went on a test drive, ignoring others who warned
him that the oil needed more testing and adjustment.
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Someya
Yumi |
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AIZAWA
TADASHI |
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Takeo was
shining with excitement when he returned, saying, "I was
never so excited in my 40 years of driving. There is no problem
with the fuel at all." He loaded his truck with the goods
he usually carries, drove along expressways as usual, drove
around Chiba-ken and came back. Happy with the result, Takeo
replaced the fuel of all vehicles owned by the company with
VDF in December that year.
Yumi says, "We
never dreamed that a fuel could be made from waste oil, so the
success of VDF still seems unreal." She is still astonished
that her father hit a jackpot at a gamble on something that
promised no prospect of reaping a return on his investment.
Someya
Shoten collects 20 or 30 tons of waste edible oil each day,
and refines about 10% of it into VDF.
Domestic production of edible oil is about two million tons
per year, and about 400,000 tons of that becomes waste.
"The
amount (of waste oil) generated by the industrial and household
sectors is about the same. Half of the waste oil from the industrial
sector, as well as that from the domestic sector, is discarded.
We want to find a way to collect this oil. Kitchens in the home
and commercial facilities are oil wells, and all Japan is one
great big oil well region. If we could tap and regenerate energy
from the oil wells efficiently, we wouldn't need to be afraid
of an oil crisis or energy crisis," laughs Yumi.
However,
it is not always easy to tap oil wells.
Time and
time again, the Someyas petitioned
Sumida-ku, where their companies are based, to approve VDF,
but in vain.
Finally,
after the pressure of demands from the media and residents of
Sumida-ku who had heard about VDF, the local government finally
decided to approve the product. Today, Taito-ku of Tokyo, Tokorozawa
city of Saitama-ken and Sakura city of Chiba provide support
for the collection of waste edible oil.
"The
people of the community have chosen to build a society that
uses recycled fuel. I was very excited that the society seems
to have started to change."
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| FAT BUS: The "Thanks
Nature" community bus in Jiyugaoka, Tokyo, runs on
VDF, produced by Someya Shoten from waste edible oil (left
bottle in the picture at right). The exhaust fumes make
you feel hungry. |
| BOTH PHOTOS AIZAWA TADASHI
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But
much work remains to be done for establishing collection routes.
If collection routes were established, they could be used effectively
not only for VDF, but also for fertilizers, feeds and other
conventional recycled products. I hope that the local government
will assign budgets and purchase the production plant,"
commented Yumi on the present situations.
"Ester
Boy," a miniature plant developed by Yumi and her associates
for producing VDF, is capable of producing the product at a
flow rate of 50 liters per hour, or about 340 liters per day
if the plant is operated eight hours each day. The process is
fully automated, and all that needs to be done is to input the
materials and turn on the switch. The standard facility only
requires a space of about 3.6 square meters.
Yumi says
it is not bad as a business, but seems a little downcast.
"It's
a bit sad to think that if we wanted to promote VDF, Ester Boy
and recycling of resources quickly, it might be faster to establish
an overseas plant to manufacture the products, and then re-import
the products into Japan. That might pressure Japanese corporations
and governments into taking action."
But Yumi
soon remarks, "Even though things don't work out as well
as we hoped, we are certain that our businesses have provided
a model for the recycling society. We have made a cycle in the
neigh-borhood region, and that is not just for the economy.
Ours must be a business model for the twenty-first century!"
According
to Yumi, Takeo has envisioned himself as an "ecological
recycling agent," and hopes to make it a reality at the
farmstead he plans to build.
Yumi's dedication
to the recycling society has been forged not only through her
experiences, but also through the dreams of her father, Takeo.
Mottainai-Soken
The Kitakyushu
Prosperity Enrichment Council, an urban revitalization organization
in the private sector, started its three-year "Forum activities"
in 1999, with the aim of establishing "Mottainai-Soken"
(research institute) to commemomorate the 10th anniversary of
the Council, which conducts various activities in search of
lifestyles suited for the twenty-first century.
"In
spite of the prolonged economic slump, Japan still boasts a
GDP that ranks among the leading nations of the world. But people
in this country do not feel themselves to be affluent. What,
then, is true affluence? There are countries in Europe, for
example, that seem affluent even though their GDP is lower than
Japan's."
This was
one of the topics when Noda Kazuaki, executive producer of Mottainai-Soken,
which was established in April this year, was having talks with
people engaged in regional revitalization.
Noda and
other members concluded that a society rich in economic stock
needed to be formed in Kitakyushu, and an organization to support
the plan needed to be established.
Japan has
very significant economic flows, unlike European nations that
are affluent in economic stock. To give an example, houses in
Europe are repaired and refined after being built, and remain
in use for more than 100 years. In contrast, Japanese people
build their house, and tear down the house to build a new one
after repaying the loan in 30 years.
"Affluent
economic stocks in Europe and the 'mottainai' spirit of Japan
have much in common. The philosophical bent of the mottainai
spirit could bring us true affluence." This is essentially
what Noda believes in.
Another point
to consider was the establishment of an organization for the
vision.
The city
of Kitakyushu has the highest proportion of senior citizens
in the 12 major cities of Japan. Elderly these residents may
be, but 80% still enjoy good health, and have many years of
experience, knowledge, skills and techniques. But these senior
citizens spend their days attending cultural events and dance
parties held in the community, so their true capabilities are
not being utilized. Noda regards this as "mottainai."
Kitakyushu
is where "Eco Town," a project by the national government
for solving environmental issues, is being run. As such, it
might well also be the place where the wisdom and skills of
senior citizens are effectively utilized. "The central
government can take care of grand policies and measures. The
people in the community must start by working on ecology and
our own lifestyles, even if the methods we adopt might not be
that sophisticated."
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| ON A
ROLL: Noda Kazuaki of Mottainai-Soken poses with rolls
of "Kitakyushu-shi EcoPpa"
toilet paper |
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| LOOK JAPAN |
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Thus,
Noda and his group have carried out projects on a range of themes,
such as agriculture, housing, seniors and youths. Their attempts
have resulted in a number of different community businesses.
Mottainai-Soken
was hoping to establish product brands that symbolize its activities,
which are geared for the recycling society. The Institute hoped
that in doing so, it would be able to easily convey its activities
to the people of Kitakyushu.
Mottainai-Soken
planned a toilet paper product called "Kitakyushu-shi EcoPpá,"
made from used paper packages collected from all over Kitakyushu
City. The toilet paper was manufactured with the cooperation
of Oita Paper Manufacturing Co., which has a plant in Fukuoka-ken,
and was put on sale at 114 supermarkets and retail shops in
Kitakyushu on April 1 last year. The product was designated
for use at the City Hall and schools, and many hotels, department
stores, supermarkets and other businesses in the city cooperated
by purchasing the product. Thus, 162,792 packs were sold last
year and a market share of about 4.2% was attained, significantly
exceeding the initial targets.
"Activities
that also involve city residents can lead to the development
of new markets, because 'residents make the market.' It is a
very effective method," says Noda.
Based on
their experience with the toilet paper, Noda and his group are
now working on an "Organic Restaurant."
"Food
is a basic element of our lives, and agriculture is indispensable
for establishing recycling systems in the region," Noda
says. "If agriculture were simply industrialized, children
would come to neglect foods and culinary habits. Food will be
seen as precious if children could learn who produced the rice
and vegetables they are eating, or who caught the fish on their
plates, and through what process these foodstuffs were delivered
to them."
These activities
represent the "mottainai spirit," which aims to live
with flora (by getting to know and taking care of local nature
and resources), eat in a green way (by eating a wide variety
of safe agricultural products produced in the area), and lead
a green life (in a cycle of human wisdom, skills and other resources,
which is just like an ecological cycle). It also represents
community businesses that make use of "mottainai"
natural and human resources available in the area.
"Profits
are [generate] means," says Noda. "The Mottainai-Soken
will conduct comprehensive marketing for regional development,
and devise business models that make use of the know-how gained
and the philosophies of the Institute."
Mass production,
mass consumption, and mass disposal also involve issues of mass
recycling. There is no problem in promoting recycling, but funds
are needed to transfer piles of collected garbage into piles
of assets. For example, collected waste might need to be stored
temporarily because it should be neither incinerated nor used
as landfill.
However,
wisdom and technologies have consistently been able to provide
at least partial solutions to the issues. The spirit of "mottainai"
must have been a factor that led to these solutions.
Where is
Japan heading, and what does "ReStyle Japan" mean?
In any case, the feeling of "mottainai" among citizens
holds the key to success.
By CHIBA
Hitoshi, LOOK JAPAN
