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The problem of marine debris has now become a global environmental issue. Various efforts are being made around the world to address this serious problem, but in this article we will introduce some of the most advanced marine debris countermeasures in various countries and consider what Japan can learn from them. 1. Netherlands: The Ocean Cleanup - Innovative marine debris collection technology that will change the world - The Ocean Cleanup , a Dutch environmental organization, has developed groundbreaking technology to solve the problem of marine plastic, attracting worldwide attention. The organization was founded in 2013 by Boyan Slat, who was 18 years old at the time, and its mission is to "clean the oceans with the power of technology." In particular, they have launched a large-scale collection project for the Great Pacific Garbage Patch , the world's most serious collection site of marine garbage. They are efficiently removing plastics using "System 002 (Jenny)," which uses ocean currents to collect garbage, and the latest "System 03." This makes it possible to continue collecting garbage scattered across vast ocean areas without human intervention. In addition, The Ocean Cleanup has developed a system called "Interceptor" to prevent waste from flowing into the ocean, focusing on the fact that about 80% of the waste that flows into the ocean comes from rivers . This is an automatic collection device that floats on rivers and uses the water current to collect large amounts of plastic waste. Currently, this system is in operation in rivers around the world and plays a major role in reducing the sources of marine waste. Lessons Japan can learn There are two important things that Japan can learn from The Ocean Cleanup's efforts: ✅ Introduction of a large-scale collection system that utilizes technology Drifting garbage is also a problem along the coast of Japan, but the current collection work relies heavily on human labor and cannot be said to be efficient. By introducing an automated and mechanized system like the one in the Netherlands, it will be possible to remove marine garbage on a larger scale. ✅ Building a system to prevent garbage from flowing in from rivers Much of the garbage that flows into the ocean can be traced back to rivers. In Japan, too, we can fundamentally solve the marine plastic problem by adopting technology such as The Ocean Cleanup's Interceptor and establishing a system to collect garbage at the river stage . The Ocean Cleanup's technological innovations have the potential to dramatically change the future of marine environmental protection. Japan too must proactively use technology to advance efforts to clean up the ocean. 2. Norway: Thorough implementation of the deposit system - an initiative that boasts the world's highest recycling rate Norway is one of the countries with the world's highest recycling rates for PET bottles and cans (over 90%) . This high collection rate is supported by a "deposit system." Under this system, consumers pay a certain amount of deposit when they purchase beverage containers, and the deposit is refunded when they return the containers to a designated collection machine after use. This deposit system is run by the Norwegian non-profit organization Infinitum . The organization has installed reverse vending machines (automated collection machines) in supermarkets and convenience stores across the country, creating an environment where consumers can easily return beverage containers. When consumers put bottles or cans into the collection machine, they receive their deposit back in the form of a receipt, providing an incentive for consumers to actively participate in recycling. Effects of the deposit system With the introduction of this system, Norway has significantly improved its recycling rate and reduced littering . For example, about 97% of plastic bottles and cans in the country are collected, and more than 92% of them are reused as high-quality recyclable resources. In addition, the significant reduction in littering has also succeeded in keeping the city clean. Infinitum is also promoting "Bottle to Bottle" recycling, aiming to realize a circular economy by reusing collected PET bottles to manufacture new bottles. This maintains the quality of recycled resources and significantly reduces the amount of new plastic production. Lessons Japan can learn The following are some points that Japan can learn from Norway's deposit system: ✅ Creating a system that allows consumers to actively participate in recycling Although PET bottle recycling is progressing in Japan, it is important to introduce incentives that are beneficial to consumers in order to further increase the collection rate. For example, if they were to install automatic collection machines in supermarkets and convenience stores nationwide, as in Norway, and introduce a system that offers points or cash back when consumers collect their bottles , more people would actively participate in recycling. ✅ Effective use of recycled resources through the promotion of bottle-to-bottle recycling Currently in Japan, many of the collected PET bottles are recycled into clothing, building materials, etc., but by further developing the "bottle-to-bottle" technology, which reuses collected bottles into new bottles , as in Norway, it will be possible to reduce plastic waste and make effective use of resources. ✅ Effective policies to reduce littering Littering remains a serious problem in Japan. If a system like Norway's were introduced that gives consumers direct benefits by recycling , it would prevent waste from flowing into cities and beaches and contribute greatly to reducing the burden on the environment. The Norwegian deposit scheme is a great example of how economic incentives can be used to promote environmental protection . Japan should also take inspiration from this scheme to develop more effective recycling policies and work to reduce marine litter. 3. South Korea: Drastic reduction of single-use plastics - A sustainable future achieved through legal regulations and citizen participation - South Korea is one of the countries that is actively promoting legislation and society-wide efforts to reduce plastic waste. In particular, the law restricting the use of disposable plastic products, which came into effect in 2022, prohibits the use of plastic straws and cups in cafes and restaurants and encourages a shift to paper and reusable containers. In addition, as part of its "plastic-free policy," the South Korean government has set targets for reducing disposable plastics and is promoting plastic reduction throughout society with the cooperation of companies and citizens. Specific Initiatives ✅No disposable plastics in cafes and restaurantsIn Korea, cafe culture is particularly developed, and plastic cups were previously used in many stores. However, due to a change in the law from 2022 onwards, the use of plastic cups in stores will be prohibited , and the use of paper cups and reusable mugs will be mandatory as alternatives. In addition, take-out cups are also required to be made of environmentally friendly materials rather than plastic. ✅Prohibition of plastic shopping bags at convenience stores and supermarkets In South Korea, plastic bags have been charged for for some time, but a new law amendment in 2022 completely prohibits convenience stores and supermarkets from providing plastic shopping bags . This has led many consumers to get into the habit of bringing their own eco-bags , raising environmental awareness. ✅Strengthening the obligation for companies to reduce plastic The Korean government is also requiring companies to reduce plastic. For example, the food industry and cosmetics manufacturers are being asked to prohibit excessive packaging, and simple packaging is being encouraged. In addition, major chain stores are increasingly switching to paper or wooden disposable spoons and forks. ✅ Popularization of reusable containers In South Korea, reusable container sharing services are becoming more widespread in order to reduce disposable containers. For example, a system has been introduced whereby reusable cups can be borrowed when ordering takeout from a cafe and then returned after use , which is helping to change consumer awareness. Lessons Japan can learn The following are some points that Japan can learn from South Korea's efforts. ✅ Gradual reduction of disposable plastics In Japan, plastic straws and shopping bags are increasingly being charged for, but tightening regulations like South Korea's and banning the use of disposable plastic products themselves could lead to further reductions. In particular, reducing the use of plastic containers in cafes and restaurants can significantly reduce plastic waste in everyday life. ✅ Promoting the use of alternative materials and a culture of reuse In South Korea, environmentally friendly alternative materials such as paper and bioplastics are being actively introduced, and Japan should also further promote this trend. In addition, by popularizing the rental service of reusable containers in Japan, we can change consumer awareness and aim to break away from the disposable culture. ✅ Promoting joint efforts between companies and consumers In Korea , cooperation between companies and consumers is essential, in addition to strengthening government regulations . In Japan, too, companies are required to develop environmentally friendly products and create a trend in which consumers actively choose them. For example, if companies simplify the packaging of products they offer and consumers support this, a sustainable consumption style can be built throughout society. South Korea's "plastic-free" policy is a model case that has been successful thanks to strong government leadership and cooperation from citizens and businesses . Japan should also take inspiration from this success story to implement more effective measures to reduce disposable plastics and aim for a society with less environmental impact. 4. Hawaii, USA: Recycling and Reusing Marine Plastics – Innovative Initiatives to Protect Our Beautiful Oceans Hawaii is known worldwide for its beautiful beaches and rich marine ecosystem. However, it is also one of the areas seriously affected by marine plastic waste . Due to the geographical location of the Hawaiian Islands, large amounts of plastic waste drifting in the Pacific Ocean washes up on the shore , causing adverse effects on the environment and ecosystem. To address this issue, the state of Hawaii is actively working to collect and reuse marine waste . Specific Initiatives ✅Collection and recycling of washed-up plastic waste In Hawaii, many NPOs and citizen groups cooperate to regularly carry out beach clean-up activities . They are collecting waste such as fishing nets, plastic bottles, and styrofoam that has washed up on the shore, and by recycling them, they are making use of them as new resources. ✅Paving roads using recycled plastics In parts of Hawaii, technology has been introduced to reuse collected plastic waste as road paving materials . By crushing plastic into small pieces and mixing it with asphalt, it can be used as a paving material that is highly durable and has a low environmental impact. This method is a groundbreaking initiative that can simultaneously reduce waste and improve infrastructure , and is expected to become even more widespread in the future. ✅ Use in building materials and construction of sustainable homes In Hawaii, a project is underway to use marine plastic as building materials. For example, attempts are being made to recycle collected plastic and use it as building materials such as insulation, wall materials, and roofing materials . This makes it possible to build sustainable homes and also contributes greatly to reducing waste. ✅Development of fashion and furniture using recycled materials In recent years, interest in sustainable fashion has been growing in Hawaii, and clothing and accessories made from recycled plastic are being sold. For example, brands have emerged that process collected fishing nets and plastic waste and recycle them into products such as sunglasses, beach sandals, and bags. In addition, the development of furniture using recycled materials is also progressing, and tables and chairs made from marine plastic, as well as highly designed interior items, are being manufactured and sold. Lessons Japan can learn ✅ Promoting recycling and reuse of beached waste Japan also faces the issue of large amounts of waste washing up on its shores. In particular, in remote islands and coastal areas, plastic waste is prone to accumulate, just like in Hawaii. Rather than simply disposing of this waste, we can establish a system to reuse it as road and building materials and daily necessities , as in Hawaii, to achieve both waste reduction and effective use of resources. ✅Development of sustainable products in collaboration with companies In Hawaii, companies are proactively developing products that use recycled plastics. In Japan, too, it is possible to achieve both environmental protection and business by collaborating with apparel, construction, and daily necessities manufacturers to promote the development of products that reuse marine waste . In particular, it will be an important issue in the future to utilize Japan's technological capabilities to create higher quality and more practical recycled products . ✅Use in infrastructure In Japan, there are still few cases where plastic is used for road paving or building materials. However, if we introduce technology to use marine plastic for roads and building materials, as in Hawaii, it will be possible to reduce the environmental burden while simultaneously developing social infrastructure . In particular, in Japan, where disasters are frequent, sustainable and durable infrastructure development is required, so the Hawaiian example will be of great help. 5. Future outlook for Japan: Further measures to combat marine litter are needed Japan is also gradually taking steps to combat the problem of marine litter . For example, the Plastic Resource Circulation Promotion Act , which came into force in 2022, and the nationwide introduction of a fee for plastic bags are big steps toward reducing plastic waste in Japan. However, from a global perspective, compared to Western countries and environmentally advanced countries, Japan's efforts still have many challenges to overcome . For example, a large-scale collection system like the Ocean Cleanup in the Netherlands has not yet been introduced in Japan, and mechanisms that allow consumers to voluntarily participate in recycling, such as Norway's deposit system, have not yet been fully adopted . In addition, efforts to strengthen the reduction of disposable plastics through legal regulations, as in South Korea, are still limited in Japan . In order for Japan to take more effective measures against marine litter and reduce the burden on the environment in the future, it needs to strengthen the following efforts: 1️⃣Companies and consumers work together to establish a culture of reducing disposable plastics To reduce disposable plastics, it is essential that companies and consumers act together . Currently, many companies are promoting the introduction of paper straws and bioplastic products, but it is also important to change consumers' awareness at the same time. For example, introducing a system that offers benefits if you stop using disposable items, like Norway's deposit system, can change consumer behavior. In Japan, Starbucks and McDonald's have introduced discount systems for customers who bring their own tumblers , but this has not yet become widespread. In the future, policies that expand point reward and discount systems and promote the use of reusable bottles and bags are needed . Companies also need to create a system that encourages consumers to choose eco-friendly products . For example, supermarkets and convenience stores can encourage a change in consumer behavior by introducing a system that clearly displays products with less plastic packaging as "environmentally friendly choices." 2️⃣Strengthen waste collection systems in rivers to prevent waste from entering the ocean It is said that about 80% of marine litter in Japan flows into the ocean via rivers . Therefore, it is important to develop a system that can effectively collect litter from rivers before it flows into the ocean. For example, by installing a device like the "Interceptor" in the Netherlands that can automatically collect garbage floating on the surface of a river, it is possible to prevent large amounts of garbage from flowing into the sea . In Japan, river cleanup activities are carried out at the local government level, but there is a need to introduce more efficient collection systems that utilize technology . It is also important to expand citizen participation initiatives . For example, by collaborating with schools and local groups to regularly organize river cleanup activities, it is possible to raise environmental awareness among local residents. Furthermore, by introducing a system that offers points and benefits to people who participate in cleanup activities with the support of corporate sponsors, it will be an opportunity to interest even more people . 3️⃣Improve recycling technology and establish a system to utilize marine waste as a resource. In Hawaii, efforts are underway to reuse collected marine plastic in road and building materials and fashion items. There is a demand for similar initiatives to be rolled out on a larger scale in Japan as well. For example, by further developing the "chemical recycling" technology currently being developed in Japan, it will be possible to return marine waste to its petroleum-derived raw materials and recycle them into new plastic products . By promoting the use of this technology and circulating more marine plastic as a resource, we can simultaneously reduce waste and make effective use of resources. It is also important to expand the project of "creating new products from marine debris" by utilizing the technological capabilities of Japanese companies. For example, if apparel products and interior goods made from marine debris could be promoted as a brand value and a market created in which consumers can actively purchase them, it would be possible to achieve both environmental protection and business . ~ Learning from cutting-edge initiatives around the world and establishing a unique Japanese approach ~ Solving the problem of marine litter requires global cooperation, not just that of one country . There is much we can learn from leading global initiatives such as The Ocean Cleanup in the Netherlands, Norway's deposit system, South Korea's policy to reduce disposable plastics, and Hawaii's marine plastic recycling initiative. Japan has the potential to implement more effective measures to combat marine litter by advancing reforms in three areas: technological capabilities, consumer awareness, and corporate environmental measures . 🌎The future Japan should aim for🌎 ✅Consumers and companies will work together to reduce single-use plastics ✅Strengthen waste collection systems in rivers and prevent waste from ending up in the ocean ✅Improve recycling technology and establish a mechanism to utilize marine waste as a resource By promoting these efforts, Japan can achieve a cleaner and more sustainable future . Each of us can take small steps in our daily lives, and that can be a big step towards protecting the environment.

In recent years, the deterioration of the marine environment has become more serious. Various problems have arisen, including an increase in plastic waste, the impact on marine life, and changes in the ocean due to climate change. If things continue as they are, children of the future may no longer be able to see the beautiful ocean. This is why "environmental education" is important. It is necessary to convey the importance of the ocean to children, who will lead the next generation, and to foster an awareness of protecting the environment. Why is environmental education for children important? It is said that the values and behaviors acquired as a child are often continued even after becoming an adult. Therefore, it is important to learn about the environment from an early age and to cultivate a mindset that values nature. In particular, marine environmental issues are closely related to our lives. Plastic waste is generated from our daily lives and eventually flows into the ocean. If children understand this issue and become conscious of daily actions such as "reducing waste" and "recycling," we can create a better environment in the future. Basic knowledge about the marine environment that should be imparted to children The role of the sea The oceans cover more than 70% of the Earth and play a vital role in regulating the climate and providing oxygen. The health of the oceans has a major impact on the global environment. Marine debris problem Eight million tonnes of plastic waste flows into the ocean every year. This is damaging sea turtles, seabirds and fish. The threat of microplastics Small pieces of plastic have a serious impact on marine ecosystems. It can also enter the human body through the food chain. Concrete actions that children can take 1. Get into the habit of reducing waste Avoid using disposable plastic products as much as possible. Get into the habit of carrying your own bottle and bag. 2. Participate in ocean or river cleanups Participate in a beach cleanup with your child and learn how trash affects the ocean. Participate in a local clean-up event. 3. Increase opportunities to learn about the environment Discuss marine environmental issues at school and at home. Learn while having fun through picture books and movies about the environment. Initiatives to support environmental education Many companies and organizations are currently developing environmental education programs for children. For example, SUSTAINABLE JAPAN and UPSEA provide products made from recycled marine plastics and donate paper clips to teach children about the importance of the ocean. They also hold lectures at schools and events to provide opportunities to learn about environmental issues. What you can do now for the future For children, the ocean is not just a place to play, but an important part that supports the health of the entire planet. If we adults have the right knowledge and act in an environmentally conscious manner, children's awareness will also change. Protecting the ocean is a gift to future generations. Let's take small steps today and protect the beautiful ocean together with children.

What are microplastics? Microplastics are tiny plastic particles smaller than 5mm in size. They are mainly divided into two types: Primary microplastics : These are small particles that are produced from the start (e.g. facial scrubs, plastic microbeads, etc.). Secondary microplastics : Small particles that result from the degradation of plastic products such as PET bottles and shopping bags. Although these are hard to see, they are spreading through oceans and rivers around the world, causing serious environmental problems. The environmental impact of microplastics The impacts of microplastics on the environment are manifold. Effects on marine life : Fish and shellfish may accidentally ingest it, causing digestive upset and nutritional deficiencies. Impact on the food chain : It can accumulate in the bodies of birds and mammals that eat seafood, and even humans. Spread of chemicals : Microplastics are prone to attaching harmful chemicals, which impacts ecosystems. Water pollution : As it is difficult to decompose, it continues to pollute water for a long period of time. What we can do There is a lot we can do to address the issue of microplastics. Reduce single-use plastic Use eco-bags and reusable bottles. Eliminate plastic straws and use metal or paper alternatives. Proper disposal and recycling Thoroughly separate plastic waste and recycle it appropriately. Recycle wherever possible before discarding. Choose environmentally friendly products Use cleansers and toothpastes that do not contain microbeads. Purchase products made from recycled plastics. Participate in beach cleanups and environmental conservation activities Participate in volunteer activities and pick up trash on beaches and in rivers. Spread the word about environmental issues to those around you and encourage awareness. Lobbying companies and governments Support companies that promote environmentally friendly policies. We call for stronger laws and regulations to reduce plastic. Microplastics are generated in our daily lives and have a serious impact on the environment. However, by changing our awareness at the individual level, we can reduce their generation and build a better future. SUSTAINABLE JAPAN and UPSEA continue to work toward solving environmental problems. Why not start doing what you can today?

The growing problem of marine debris around the world In recent years, the problem of marine litter has become a major international issue. According to the United Nations Environment Programme (UNEP), approximately 8 million tons of plastic litter flows into the ocean every year, and the amount is steadily increasing. This is equivalent to one truckload of litter being dumped into the ocean every minute. If things continue as they are, it is predicted that the amount of plastic in the ocean will exceed the weight of fish by 2050, which is a very serious problem for our future. Main causes of marine debris Most marine debris comes from our daily lives. The main causes are as follows: Excessive consumption of plastic products In modern society, we use a large amount of disposable plastic, such as PET bottles, shopping bags, food containers, etc. Much of this plastic is not properly disposed of and ends up in the ocean due to wind and rain. Improper waste management In many countries and regions around the world, waste is not properly disposed of. In particular, developing countries often lack adequate waste disposal infrastructure, and waste is often dumped directly into rivers and oceans. Impacts of fishing activities "Ghost gear" - unused fishing nets, ropes, fishing tackle and other debris - is one of the major sources of marine debris. It is left in the ocean and can become entangled or cause damage to marine life. Tourism and leisure activities There are many cases where trash thrown away during beach barbecues and leisure activities ends up in the sea. The more tourists there are, the more marine trash there tends to be. The serious impacts of marine debris 1. Impact on marine life Plastic that ends up in the ocean has serious effects on marine life. Sea turtles and fish mistake the plastic for food and ingest it, causing indigestion and choking. The phenomenon of "ghost fishing" has occurred, with people becoming entangled in abandoned fishing nets and lines and becoming unable to move. The accumulation of plastic in the bodies of marine organisms has adverse effects on the growth and reproduction of these organisms. 2. Impact on humans Microplastics (tiny plastics smaller than 5mm) can accumulate in marine ecosystems and ultimately be ingested by humans. It enters our diets through fish and shellfish, raising concerns about the health risks. Microplastics are prone to harboring harmful chemicals, which can pose long-term health risks. 3. Economic impact Increased marine debris has a negative impact on tourism (deteriorating beach scenery, etc.). The rising costs of collecting and disposing of garbage are putting pressure on local government finances. Damage to fishing industries (damage to fishing nets, impacts of contaminated seafood, etc.). What we can do There are many things that individuals can do to help solve the marine litter problem. Reducing plastic use Use your own bottles and eco-bags to reduce the use of disposable plastics. Choose environmentally friendly products. Proper waste disposal and recycling Separate your garbage thoroughly and be mindful of recycling. Try to live a life that avoids unnecessary plastic as much as possible. Participating in beach clean-up activities Participate in local beach cleanup activities and contribute to trash collection. After leisure at the beach, be sure to take your trash home with you. Learn about and spread awareness of environmental issues Discuss marine debris with your family and friends. Disseminate information about environmental issues through social media etc. summary The problem of marine litter is a major issue that is closely related to our lives. Small, everyday actions will help protect the ocean's beauty for the future. It is important that each of us is aware of what we can do and take action. SUSTAINABLE JAPAN is engaged in various activities to address the problem of marine debris. We will continue to contribute to environmental protection with the aim of creating a sustainable society.

Since its establishment, SUSTAINABLE JAPAN has been working on the problem of marine litter with the idea of "preserving a clean ocean for future generations." In the course of these activities, the group came to realize that in order to reduce the amount of litter flowing into the ocean, it is important not only to collect the litter, but also to change people's awareness. This led to the creation of UPSEA , a brand that recycles marine plastic and transforms it into new value. UPSEA is currently preparing for its official launch, and will propose actions to protect the ocean and the environment from an unprecedented perspective. What UPSEA aims to achieve UPSEA is a brand that develops surfing gear and apparel made from recycled marine plastic, providing an environmentally conscious lifestyle. By collecting plastic that was previously discarded in the ocean and recycling it into sustainable products, UPSEA contributes to solving the problem of marine debris. Furthermore, UPSEA's activities are not limited to just selling products. Providing information to raise awareness of environmental issues Supporting environmental conservation activities By building a sustainable business model, we will create a system that enables more people to take action to protect nature and the environment. Taking on the challenge of a "business model with zero economic efficiency" SUSTAINABLE JAPAN has developed technology to collect marine debris and has been working to popularize it. However, the reality is that such environmental conservation activities are not profitable, and many companies find it difficult to continue with them. Therefore, UPSEA has created a new business model that combines " business with zero economic value " with " economically viable products and services ." We will create a system that supports environmental activities and enable companies to work on environmental protection in a sustainable way. We aim to be a brand where purchasing UPSEA products directly leads to action to protect the ocean. Looking to the future UPSEA will provide new options to leave a beautiful ocean for future generations. We look forward to taking a step towards environmental conservation with you as we approach the official launch. The SUSTAINABLE JAPAN blog will provide the latest information on UPSEA's progress and environmental issues. Please keep an eye on future developments! Let's protect the future of our oceans together.

SUSTAINABLE JAPAN was founded with the desire to "leave a beautiful ocean for future generations." Our origins lie in the sales and leasing of the marine floating trash collector SEABIN . From there, in 2023, we began manufacturing and selling the " SEETHLIVER ," a floating trash collector for drainage channels, which we developed to solve issues unique to Japan. All of our activities are directly linked to the pure desire to "clean the ocean." However, we have faced a challenge as we continue our business. That is, our business is "a business with zero economic value." SEABIN and SEETHLIVER have the wonderful function of collecting marine debris and microplastics, but they do not generate revenue by themselves. We may not be able to generate economic profits, but we can make a definite contribution to the environment and the future. How to popularize a business with zero economic viability In order to continue and spread this "zero economic efficiency" business, we have interacted with many people and gone through a process of trial and error. And we have arrived at one solution. That is the challenge of the "zero economic efficiency" business model . Specifically, we will work with companies that share our causes and goals to advance efforts to solve environmental problems. We will collaborate with companies that provide "economically viable" products and services, and use their economic benefits to promote environmental protection. If this system works, we can make environmental activities that do not generate profits sustainable . For a sustainable future SUSTAINABLE JAPAN aims not only to protect the environment, but also to create a system that allows more people to participate while considering the economic aspect. Through the sale of SEABIN and SEETHLIVER, we aim to establish a sustainable business model that balances environmental protection with economic growth. **We are proud to continue protecting a clean ocean for the children of the future. **We will continue to work toward realizing a sustainable society through technological improvements and new initiatives. Our challenge has only just begun. We hope to work with you to create a better future.