Six years of collaboration between the Japan Consumers' Co-op Union and WWF: Behind the Scenes of Indonesia's Certification (Part 2)
2025
The EXPO 4 Osaka Kansai Expo will open on April 13th and run until October 10th. Among them, there is a notable private pavilion called "BLUE OCEAN DOME" The theme is "Revival of the Ocean."This pavilion aims to teach the concept of environmental protection, with the aim of promoting the sustainable use of marine resources and protecting the marine ecosystem.
The exhibitor of this pavilion and honorary director is Yusuke Saraya, president and CEO of Saraya Co., Ltd. Mr. Saraya established theNonprofit Organization ZERI JAPAN■Established in 2004Borneo Environmental Conservation ProjectWe have been working on environmental and social issues from an early stage, including the launch of
What was the thought that Mr. Saraie put into the pavilion? Kazuo Hanaoka, CEO of Seafood Legacy Co., Ltd., who visited the site, spoke to him.
Yusuke Saraya
Graduated from the School of Engineering at Osaka University in 1974. Completed a master's course at the University of California, Berkeley in 1975. Joined Saraya Co., Ltd. in 1976. After serving as a factory manager, he became president and CEO in 1998, a position he holds to this day. Founded Save the Children Japan in 1986 and became its chairman. Has previously served as chairman of the Japan Junior Chamber International and chairman of the Foundation for Global Citizenship. In addition, he has served as chairman of the NPO ZERI Japan, vice chairman of the NPO Ecodesign Network, standing council member of the Osaka Chamber of Commerce and Industry, director of the Japan Food Sanitation Association, director of the Borneo Conservation Trust, vice chairman of the Japan WHO Association, and honorary consul for the Republic of Uganda in Osaka. Received the Blue Ribbon Medal in 2010 and the Shibusawa Eiichi Prize in 2014.
Wakao Hanaoka
Born in Yamanashi Prefecture in 1977, he grew up in Singapore. After majoring in marine environmental studies and marine biology at the Florida Institute of Technology, he worked on marine environmental conservation projects in the Maldives and Malaysia, and in 2007 promoted the Sustainable Seafood Project at the Japan branch of an international environmental NGO. In July 2015, he went independent and founded Seafood Legacy Co., Ltd., where he became CEO. He is leading a system shift to make environmentally sustainable and socially responsible seafood mainstream throughout Asia, with a focus on Japan.
With his visionary vision and outstanding leadership in connecting diverse stakeholders, including the domestic and international fisheries industry, financial institutions, governments, NGOs, academia, and the media, he is recognized as an innovative leader in the Asian fisheries industry.
Hanaoka:Today I am at the Blue Ocean Dome pavilion at EXPO 2025, Osaka-Kansai Expo.President and CEO of Saraya Co., Ltd.Chairman of the Board of Directors of NPO ZERI JAPANAs thisWe will exhibit the Blue Ocean Dome.Mr. Saraie, you are the honorary director of this pavilion. What are your goals and what do you want to convey with this pavilion?
Saraie:Saraya is also involved in the Borneo Environmental Conservation Project, so we are sometimes asked, "Why are we conserving the tropical rainforests in Borneo, so why are we conserving the ocean at the Expo?" However, we should not just focus on the forests, but broaden our perspective and think about the environment of the whole planet, and protect it for the next generation.We must pass on the abundant natural environment to future generations.
Saraya uses plastic containers for products such as "Yashinomi detergent",We are also participating in demonstration experiments on a business model for selling commercial products using reusable containers, but we feel that in addition to reuse, marine pollution caused by plastic waste is also a serious problem.
The seaDecreasing fishing reefs and rising sea temperaturesIn addition to the above, there are also fishing nets and floats.■There is a problem with garbage such as this, and if someone does not dispose of the garbage, the Earth will not be sustainable. This time, the theme of the event was "Resuscitating the Ocean" from the crisis of plastic pollution.We hope that by exhibiting at the Blue Ocean Dome, we can encourage many people to think about this issue together.
Hanaoka:Even if you think "someone has to take action" on the marine plastic problem, it costs money to take action, and it's difficult to become that "someone." Mr. Saraie's decision and actions are wonderful. You've been working on environmental and social issues for a long time, such as founding ZERIJAPAN in 2001 and starting rainforest conservation activities in Borneo in 2004, but did you have any hesitation in carrying out such activities as a company?
Saraie:It may be common for companies to adopt business strategies to maximize profits rather than consider environmental issues. However, I want to aim to solve environmental problems in the business field, find innovations and ways to do so, and turn it into a business. I am also involved with several NPOs, but one aspect of NPOs is that they have a hard time securing funding and continuing their activities. If business goes smoothly, it is sustainable, so I believe that if used well, there is a high possibility that it will lead to the solution of social issues.
Hanaoka:Aiming to solve environmental problems in the business world. Where does your passion for this come from?
Saraie: I'm from Kumano City, Mie Prefecture, where the water is clean. That's why I loved catching sweetfish and eels as a child. But then a dam was built nearby and the river in my hometown became polluted. In the 1960s, problems arose with petroleum-based synthetic detergents polluting rivers and lakes.
Meanwhile, Saraya Co., Ltd., which has been in business since 1952, has been dealing in safe soaps and detergents made from vegetable oils, which have been used in schools and other places. The reputation of these products spread among housewives, who began asking for detergents that would not irritate their hands. Thinking that this would sell, they launched Yashinomi Detergent on the general market. The origins of the company lie there, and my own origins lie in my love of rivers, oceans, and water. That is where Saraya's legacy lies.
Hanaoka:Earlier, you mentioned that it is difficult for NPOs to secure funding and continue operating. It is certainly true that in Japan, it is difficult for NPOs to raise funds and they have little influence. What do you think should be done to help NPOs and other civil society organizations grow in Japan?
Saraie:One initiative that may be of use is Saraya'sWe donate 1% of the sales of our products, including Yashinomi detergent, to Borneo environmental conservation activities. We have been doing this for over 20 years, and we report to everyone the results of our activities, such as regenerating forests and protecting elephants with the donations we collect. If someone sees this and decides they want to get involved in this activity even just a little, they buy our products and we donate the money. This is a model in which consumers are asked to participate in donation activities, and like this,I think there are many ways to support civil society organizations.
Hanaoka:Thank you. Returning to the topic of the Expo, what has the reaction been like to the Blue Ocean Dome?
Saraie:As many as 6 people visit the pavilion every day. They are all very interested in what is being shown, and we are very happy to hear comments such as "I was impressed," "It was great," and "The images were beautiful."
Hanaoka:The Blue Ocean Dome is divided into three domes, A, B, and C, and a video in the corridor between A and B shows the message, "In 3, the amount of plastic may exceed the amount of fish." This is something that those of us who work on marine environment issues know, but it may be a shocking message for those who don't know.
Saraie:That's right. In particular, Tsushima City in Nagasaki Prefecture is seriously polluted by plastic waste in the ocean and on the coast, but I think few people know about it. Even the media is largely unaware of it.
Part 2We will talk about the specific initiatives being undertaken at the pavilion to raise awareness of the current state of our oceans, Saraie's other activities, and hints for achieving TSSS's goal of making sustainable seafood mainstream by 2030.
Interviewed and written by: Shino Kawasaki
After planning and editing corporate advertisements at a design office, she became a freelance writer, copywriter, and food coordinator in 2016. She writes for a variety of media, including women's magazines published by major publishers, food and beverage magazines and websites, medical information websites, and medical books.
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