Zenbird Editorial TeamNakatoku Holdings, a waste management company with a 60-year legacy in Yamaguchi Prefecture, has unveiled “ACTA+”, an art project aimed at transforming the perception of waste through creativity. The initiative, which kicked off last month, offers an online platform for purchasing unique artworks and products crafted from discarded materials.
With the motto “Turning Righteousness into Aspiration,” ACTA+ seeks to cultivate a sustainable culture by showcasing how waste can be repurposed into valuable art. The project features a curated selection of one-of-a-kind pieces from a network of artists committed to this cause. These pieces include both artworks created from waste and everyday products designed for practical use, each telling a unique story of transformation and sustainability.
The operating company has forged partnerships with all featured artists, opening avenues for collaboration beyond the online platform. This cooperative approach not only enriches the project but also embeds it deeply within various aspects of the platform’s business model.
Despite the growing awareness of sustainability in Japanese society, the adoption of eco-friendly practices as a standard in daily life and culture remains limited. Many perceive environmental ethics and education as obligatory “righteousness,” a notion ACTA+ aims to dismantle by fostering a sense of “aspiration” towards a sustainable society through art.
The initiative builds on the success of the “COIL Upcycle Art Contest,” an annual public exhibition launched in 2021 by Nakatoku Holdings to explore sustainability themes such as the circular economy. Over three years, the contest attracted submissions from over 350 artists worldwide, creating a dialogue on environmental issues and material exploration through art. This rich history and the established network of artists serve as the foundation for ACTA+, which aims to further positive social impact.
[Website] ACTA+ Homepage (Japanese)