Zenbird Editorial TeamOn February 12, Zenbird hosted a free online seminar titled “Why Japan for MICE and Education? Sustainability and Circular Economy Awaits.” Designed for event managers, educators, and business professionals, the seminar explored Japan’s potential as a destination for sustainable events while showcasing businesses involved in sustainability and the circular economy.
Japan as a Sustainable Destination
Japan ranks highest in Asia for SDG performance, according to the Sustainable Development Report 2024. With strong foundations in health, education, and infrastructure, the country has consistently improved its sustainability scores through various initiatives.
Roger, who hosted the seminar, highlighted why Japan is an attractive destination for MICE (Meetings, Incentives, Conferences, and Exhibitions) and education. The country has a well-established SDG Action Plan, with 207 municipalities designated as SDG Future Cities, serving as models of sustainability excellence. Japan also holds high rankings in the Global Peace Index, the Global Food Security Index, and the Impact Rankings for education.
Furthermore, Japan remains a leader in tourism, reclaiming its position as the top destination in Asia on the Travel & Tourism Development Index 2024. The country currently boasts 25 Green Destinations and aims to certify 100 regions under the Japan Sustainable Tourism Standard for Destinations (JSTS-D). However, Roger noted that Japan still has much to achieve and that national targets have motivated cities across the country to pursue decarbonization and greater sustainability efforts.
Examples of sustainability and circularity in Japan
Japan offers numerous examples of sustainability and circularity, making it possible to explore these themes beyond major cities. Roger introduced five locations that visitors should consider when planning a trip focused on sustainability.
Tokyo and Kyoto, two major cities, have committed to becoming zero-carbon cities. The seminar delved into various sustainability policies and showcased unique initiatives such as a Tokyo startup that upcycles food waste through fermentation and traditional craftsmanship in Kyoto that promote sustainable production.
Additionally, Roger spotlighted three emerging cities making significant strides in sustainability: Yokohama, Gamagori, and Kameoka. Specific examples included Yokohama’s Blue Carbon Project, Gamagori’s well-being-centered circular economy model, and Kameoka’s innovative upcycling of used paragliders.
Learning from Japan’s sustainable mindset
Beyond tangible initiatives, Roger emphasized the importance of understanding Japan’s deep-rooted sustainable mindsets. He reflected on Japan’s Edo period, during which Tokyo (then Edo City) was the world’s largest sustainable city despite limited resources and scientific knowledge.
Concepts such as mottainai (a philosophy discouraging waste) and wabi-sabi (appreciating imperfection and impermanence) were integral to Edo society and continue to influence Japan’s circular economy today. Roger also introduced matsuri (festivals), highlighting how these cultural events demonstrate sustainable leadership through the balance between art, nature, and community in sustainability.
There’s deeper meaning behind Japan’s sustainability
At the beginning of the seminar, Roger posed an intriguing question: every year, Hiroshima’s Peace Monument receives approximately 10 million paper cranes from around the world. What happens to the old paper cranes when new ones arrive with fresh wishes for peace?
“They are taken to a shrine, where a ritual burns them, allowing the surrounding forest to grow from the carbon dioxide and embrace the wishes for peace within them.”
Japan is more than just a venue for sustainable activities; it is a nation where sustainability is deeply embedded in cultural heritage. Choosing Japan for MICE and educational purposes provides a unique opportunity to witness sustainability in action and experience its philosophical and practical dimensions firsthand.
