Monday, January 16, 2023 | The Japan Times | 7

sustainable japan

ESG promotional content
produced by The Japan Times Cube

Havary’s recyclable paper bottles make water special
Roundtable
NADER SAMMOURICONTRIBUTING WRITER

Perhaps the primary issue in achieving
sustainable targets is not an absence ofawareness but a lack of something far
more critical: gratitude. Most people thinkwater simply exists, like air, and take it forgranted. But water is a sublime resource.
Water is the lifeblood of our planet. Justas the blood that the heart pumps sustains a person’s life, water nourishes andsustains all living things on Earth. And justas we cannot survive without a healthy
heart, we cannot survive without accessto sources of clean, abundant water.
Sometimes we can be a little ungratefulfor the most important things in life, andwater is one of them. This lack of appreciation can manifest itself in all sorts ofways, like leaving the tap running while
we brush our teeth or taking marathon
showers (because a 15-minute shower
is just not enough). But such a lack ofgratitude is manifested not just in people’s
personal water-wasting habits. Someindustries do not seem to understand thevalue of good water and so they pollute oroverextract it for profit. It is a good thingwater is so forgiving, or we would be introuble!
Remi Yano, the founder of the natural
water company Havary’s, kindly received
the seat next to Ross Rowbury at The
Japan Times Sustainability Roundtable forits 26th iteration. Together they discussed

the significance of water and how hercompany is pioneering recyclable — andfetchingly designed — paper packaging
for water in Japan.

Design enhances function, frames it andadds “the spin.” A product’s packaging is
like a first handshake. Shape, color andan alluring presence create a memory:the soul of the brand. “Design is of theessence, especially for people who aren’tinterested in the environment, recycling
or donation systems,” Yano said. When abasic product is given a story, the emotions attached to the story bring it to life.
“You’re also not only giving them a product,” Rowbury commented, “but more
importantly, a platform in a sense, making
it much easier for them to participate in
the curated experience of changing theirlifestyle.” People simply become charmed
by the story, its smooth value delivery
and its visual branding.

Springs and flying horses

Japan had no paper-packaged water until
Yano decided to fight for novelty, ultimately launching her product in July 2020.
Yano’s appreciation of nature has given
her a visible passion. Her family owned
the sources of springs in Kyushu, which
armed her with the necessary familiarity
to pivot from plastic bottles to their sustainable alternative.
When the environment gets tough,exceptional entrepreneurs venture into
the cold rather than seek cozy shelters.
Yano’s company had to survive not only
as a startup, but also amid the troubles
of a global pandemic. “It was probably
much harder for you to make appointments,” Rowbury commented. “You had
to compensate for that, so in a sense thepandemic aided you to evolve that sales
practice from the traditional physical presentation to something probably much
more centered on the natural appeal of
the product.”Enter Pegasus, the mythological flying horse. The company’s first springs
is located in the Oita town of Habarei,
whose kanji mean “winged horse gratitude.” “That stirred the logo design that
centers the bottle,” explained Yano. “I also
hoped our products would go up andbeyond like a Pegasus.” People can flatten
the bottles and put up to 180 in a tailorYano started
Havary’s, Japan’s
first company selling
natural water insustainable paperbottles, in 2020.
YUICO TAIYA FOR
PHOTOMATE

Moving with focused speed

Remi Yano, founder and CEO of Havary’s Inc. YUICO TAIYA FOR PHOTOMATE

made box, which they can then exchange
for a free 12-roll box of toilet paper. “Evenafter flattening the packages, putting themaway with the garbage is still relatively
easy. Perhaps that exchange is the sort ofmotivation necessary to trigger action,”
Rowbury observed.

A ruthless aesthetic bias

In the competitive beverage industry, it
can be difficult for water brands to standout and differentiate themselves fromone another. Yano recognized this challenge and sought to overcome it by turning water into something more than just afunctional commodity. By creating a story

and emotional connection to the productthrough its packaging and design, Yano’scompany, Havary’s, has been able to differentiate itself and make a lasting impression on consumers.
Yano has transformed a commodity
from a strictly functional item into an
emotional practice as an entrepreneurial
solution to getting recognized in a brutal
market. “Water is supercompetitive inthe beverage industry in terms of pricing, as it’s challenging to distinguish thebrands. Unlike wine, coffee, or tea, water iswater. Thus, there had to be a story to the
product and an extension of value,” Yano
explained.

“My fuel is attaining the focus required toachieve my goals. However, I constantly
find myself surrounded by ‘counseling’voices with which I battle and yearn toshut down to retain my focus and speed.
It is crucial to move into the production
phase as fast as possible,” Yano said.
Rowbury said people can sometimes
be too tied up by the complexities oftoday’s society and its myriad choices. “Amentor of mine used to say that it doesn’t
matter how brilliant your idea is, unless
you implement it, it never gets any bigger than the brain cell that started thatidea,” Rowbury recalled. He added thatone should move with speed because
the competition is always just a couple ofsteps behind.
By enabling innovation in Japan’s primarily male-dominated manufacturing
and retailing industries, Yano aspires toqualify as a model for the younger generation, particularly women. “The ability of aperson to bring value to society, whether
a young woman or an old man, whatever
their background, far exceeds their genderor age. I hope people become more confident and unbothered by unconscious bias

The unique designs of Havary’s toilet paper,boxes and water bottles YUICO TAIYA

uttered by the media,” Yano said.
To truly address the issue of water sustainability, we need to cultivate a deeper
appreciation for this vital resource. This
could involve education programs thatteach people about the importance ofwater and how to conserve it, or initiatives that reward individuals and businesses for adopting sustainable water
practices for good practical reasons (waterbills are not fun). By fostering a sense ofgratitude for water and recognizing itstrue value, we can work toward a future
where this precious resource is protected
and conserved for all.
Water is like the foundation of a house.
It may not be the most glamorous or visible aspect of a home, but it is crucial for
its stability and functionality. Without thebasic foundation of water, life on Earthcannot thrive.
Much human satisfaction derives fromthings that are the mostessential, yet often taken for
granted: clean water, good
food, sunlight, and a firmly
rooted self-understanding.
Roundtable is a monthly series of Englishlanguage events organizedby The Japan Times Cube.
For more information visit
https://sustainable.japantimes.com/roundtable

CCJA winner’s nonprofit helps kids with family issues
ESG/SDGs
MAIKO MURAOKACONTRIBUTING WRITER

Ayumi Mitsumoto won the grand prizeof the Champion of Change Japan Award
2022 for her 13 years of work supporting
youths with family issues. At the CCJA
2022 award ceremony in Tokyo’s Bunkyo
Ward on Dec. 12, five aspiring women who
are committed to changing society for thebetter, including Mitsumoto, were introduced. The audience, deeply impressed bythe speeches of these five women leaders,congratulated Mitsumoto and the otherfour prize winners with warm applause.
In her acceptance speech, Mitsumoto
said: “Even now, when I’m standing herewith this prize in my hands, there are calls
to our hotline that one of our staff members standing in the back is responding to.
There are youths seeking help now. That iswhat keeps us going.”
It was the sixth ceremony since theaward was established in 2017 by Atsuko
Toko Fish, a Japanese philanthropist living
in Boston, to recognize women leaders inJapan who engage in activities that addresspressing social needs. The last two ceremonies were held online because of theCOVID-19 pandemic, and it was the firstface-to-face ceremony in three years.
The five winners congratulated one

another, and all said they had gained agreat deal from learning about each other’s
activities through the award ceremony
and were eager to keep in touch to discusspossibilities for collaboration and cooperation, even though they work in different
fields and locations.
The ceremony was organized by the private Fish Family Foundation, establishedin 1999 in Boston. Atsuko Toko Fish is afounding trustee of the organization. Theselection committee consisted of Fish andfive other members who represented fivesponsors and partners out of the total of
11. The Japan Times has been contributing
to the CCJA as a media partner.
The five prize winners were selectedfrom among 177 recommendations, with
two rounds of selection followed by aninterview. Mitsumoto received a cash
prize of ¥1 million ($7,500) and a crystal
bowl made by Tiffany and Co. Japan Inc.
The other four winners each received¥250,000 and a commemorative gift presented by Tiffany. All five also received
additional prizes from sponsor companiesand organizations.
Mitsumoto is the director of Weeds, anonprofit based in the Chiba Prefecture
city of Funabashi. With the organization’s nearly 70 staff members, Mitsumotostrives to extend support to as many children and adolescents as possible who suffer from abuse, maltreatment or problems

Ayumi Mitsumoto, chairperson of the Specified Nonprofit Corporation Weeds THE JAPAN TIMES

resulting from their parents’ divorce orremarriage.
When she was a child, she was a witnessof issues in her own family, including physical and verbal abuse between her parents.
It lasted until her parents got divorced
when she was 14, but that did not free herfrom worries and instability. She found nosolace in her life with her father and sister.
“With no place to call home and no hopefor the future, I found myself jumping
from a window one day. Who would haveimagined back then that I would be who I
am today?” she said.
Despite all the hardships she had to go
through during her adolescence, Mitsu-moto said she was lucky. “I faced a numberof difficulties, but I always had someone’s
support. Thanks to this, I could makemyself believe that a challenge is also aninspiration. I have been driven by the senseof mission to pay this experience forward
and share my luck with children who are
suffering now,” Mitsumoto said.
The organization was established in2016, but her activities to support children
with family issues had already begun in2009, when she was 21 years old. “I amtruly honored that years of my efforts arerecognized, and I want to tell children andyouths that someone like myself who had
been in misery and desperation as a girlcould take actions that are worth a prize,”
she said.
Weeds provides counseling and information via social networking services,
visitation support for children and theirseparated parents, and various programsfor children and parents to ensure children’s sound growth. It also opened Michikusa House, a six-bedroom house in theChiba city of Matsudo, in July 2021 to offer
a place for youths facing hardships to stay.
“We aim to launch another one like this in
Nerima Ward in Tokyo this year,” Mitsumoto said. She explained that such places
play an important role as a buffer zone
for children who want temporary shelteror time away from their tough environment but are not necessarily in need ofprotection through temporary custodyby child consultation centers or police
intervention.
Mitsumoto also revealed her plan to train
150 additional supporters and said: “You do
not need anything special to become a supporter. Your own experience will be useful
to someone. You can offer help the way
you can.”“But the future that we should aim tocreate is one that does not need organizations like ourselves
and activities tosupport children
with family problems,” she added.

ATSUKO TOKO FISH
FOUNDER OF CCJAThe Championof Change Japan
Award (CCJA) wasestablished in 2017
after I had been
selected in 2013
for the Championof Change Award, an award founded byPresident Obama to recognize those who
contribute to society. To me, this award
symbolizes the U.S.’s spirit of being open,
positive and inclusive. My selection as an
Asian woman for the award is a testamentof how the importance of diversity andthe need for the advancement and leadership of women and minorities were being
recognized in the U.S. I was truly inspiredby the experience and wanted to reciprocate by creating a similar spark in womenin Japan. There are many women leadersin the Japanese social sector who are serving those who suffer from poverty, prejudice, and inequality. These women leaders
work tirelessly, creating a country where all
people can live equally and comfortably.
I founded CCJA in 2017 to recognize theseunsung heroes, make their work and contribution known more widely, and express
my gratitude and respect to them.

The four finalists tell of their struggles and successes
SHOKO KATSURAGIDIRECTOR OF NONPROFIT CORPORATION QWRCMICHIYO ZAITSUNONPROFIT CORPORATION HEART SPACE M

During my 18-year career as a social worker,
I have met people who faced hardships,people who were at risk of losing their homethe next month, people struggling to survive. These people are worth a prize. Among
those who are in need, LGBTQ people areparticularly difficult to support. There arecases where problems such as domestic violence or rape inflicted on LGBTQ people arenot recognized properly, or the support theyreceive is irrelevant to their need. The current social system and support systems are not geared to accommodating people with diverse
sexuality, making it harder for LGBTQ people to use social resourcesthat are supposed to be equally available for all citizens. We will further strive to provide necessary support for LGBTQ people, including
those who additionally suffer other problems such as disability.

Our 20 years of activity started when I lost
one of my friends to domestic violence. The
first person who asked us for support was amother of two small children who was on
the run from her husband, who had beaten
her. We offered the mother and children ashelter. Since then, about 300 people havebuilt a new life with our support. Unfortunately, the number of domestic violence
cases does not seem to decrease.
In addition to providing shelter and support to victims ofdomestic violence, we provide education on nonviolence toall the elementary schools in the city of Miyazaki. We all haveevery right to live safely. We will continue our efforts to empower
women of all ages who have suffered violence and help them
become more self-reliant.

ASAKO NOMANONPROFIT CORPORATION HIGH HEEL FLAMINGO

We have been helping women with prosthetic legs since 2018 under the slogan“Let’s go where we want to, not where wecan.” Since it is not easy for them to get out,
they tend to become isolated from society.
We want to create a society where
they do not have to feel alone and giveup on dressing up and going out. To dothat, we aim to empower them and help
them connect with each other to build acommunity.
There are not many opportunities or places for them to gettogether, but we strongly believe that they can go farther if theyare together. We welcome supporters who can offer helping
hands in a variety of ways when and where they can to create anecosystem of supporting women with prosthetic legs.

PAGE: 7ULALA MIKAMI
GENERAL INCORPORATED ASSOCIATION READYBOX

I started providing sex education to children two years ago. Based on my experience of feeling embarrassed about my own
menarche, I decided to make sex education
more accessible and easier to understandfor children through interesting products.
One of them is our Menstruation Preparation Box, which helps girls understand more
about menstruation and prepare for it. We
are also planning to develop an educational
tool for boys to teach them about male reproductive functions, aswell as teaching materials to share knowledge about menstruationthat can be used by everyone regardless of their sex. We want tomake it a natural thing for children to ask and learn about sex, andencourage adults to show positive responses to their questions sochildren will not have to hesitate when they need help.