Food Loss Reduction Movement

An ancient Japanese value meaning 'what a waste' or 'too precious to waste.' Wangari Maathai introduced it to the world, making it an internationally recognized environmental slogan. The concept encompasses Reduce, Reuse, Recycle, plus the spirit of Respect.

A national initiative to revitalize rural areas facing population decline and aging. Various measures including the hometown tax system, regional vitalization cooperators, and workations are being implemented. Community development leveraging unique local resources is advancing across the country.

Japan's secondhand goods market driven by Mercari, Yahoo Auctions, Book Off, and 2nd Street. The market reached approximately 3 trillion yen in 2023 and continues to expand annually. The high quality of Japanese products combined with careful usage and storage culture enhances secondhand value, attracting growing demand from overseas buyers.

A movement addressing environmental issues at corporate and individual practice levels. Initiatives rooted in cultural values such as mottainai spirit, forest conservation, recycling, and food waste reduction. Government-led policies and corporate ESG management serve as driving forces. Positioned as a national strategy toward achieving UN SDGs.

Modern revival of mottainai (wastefulness avoidance) philosophy. Manifesting through waste reduction, repair culture, and secondhand apps. Implemented in environmental campaigns featuring anime characters. Example of traditional values applied to contemporary environmental issues, suggesting sustainability and economics coexistence.

A detailed waste classification collection system for plastic bottles, cans, paper, etc. Highly regarded globally for its high recovery rates and technological capabilities. Reflects public environmental consciousness and promoted in school education. Practical example of circular economy model, showcasing Japanese sustainability approach merging technology and culture.

Conservation activities for satoyama (semi-natural rural landscapes where humans and nature coexist). Maintains biodiversity and practices sustainable agriculture. Ongoing initiatives by NPOs, municipalities, and corporations nationwide. Connects traditional Japanese agricultural culture to the future while achieving environmental conservation. Gaining attention in global sustainability discussions.