Fair Trade in Japan

Fair trade is a movement that sets out to correct some of the imbalances and injustices seen in international trade. Its purpose is to create better prices and working conditions for farmers and producers worldwide. Those in developing countries are especially vulnerable to exploitation and unfair practices.

The term can refer to the movement in general or more specifically to Fair Trade International, which was founded in 1997 and has a presence in Japan. The organization promotes fair trade activities, helps local communities and is the owner of the official Fair Trade Mark. This seal is used on products meeting the organization’s ethical standards.

Table of Contents

• Fair Trade Policies
• Fair Trade in Japan
• Fair Trade Towns in Japan
• Fair Trade Case Studies in Japan
• Fair Trade Brands in Japan

Fair Trade Policies

While fair trade can refer to any initiative to make trading more equitable, Fair Trade International has its own seal of approval that it licenses out to companies. Called the Fair Trade Mark, businesses whose products meet certain standards can apply to use it on their product packaging.

There are several variations of Fair Trade Marks. Products with multiple ingredients have a particular label with an arrow that points consumers to a detailed description of those ingredients on the back of the package. Individual products and ingredients, such as gold, cotton, honey and rice all have specific labels as well.

Fair Trade in Japan

The concept has been catching on more in Japan in the past couple of decades. However, the market for fair trade products in Japan is not quite as well-established as in the west.

The latest Google trends for “fair trade” in Japan show a marginal change in the last five years. In 2018, Fair Trade Label Japan (FLJ) became an accredited NPO and actively promoted the idea nationwide, possibly reflecting the highest spike. The good news is that the number of Japanese certified fair trade organizations has been steadily increasing, according to FLJ’s annual reports.

There have been initiatives, especially at the local level, to promote fair trade. One example is Fair Trade Towns. Four Japanese cities have earned this designation since the start of this decade.

Fair Trade Towns in Japan

Fair Trade Towns are one aspect of the fair trade movement that help promote ethical trade on the local level. In order to be officially designated as a Fair Trade Town, cities must meet certain criteria. Garstang, England became the first Fair Trade Town in 2000.

Since then the concept has spread to over 2,000 cities worldwide. To become a Fair Trade Town, cities must achieve five core goals related to the promotion and use of fair trade products.

Communities thriving through fair trade

Japan has added one more goal related to community development. Japanese Fair Trade Towns must make efforts to revitalize communities and promote local consumption in addition to the five other standard criteria.

Today there are four Fair Trade Towns in Japan, which are Kumamoto, Nagoya, Zushi and Hamamatsu. Several other cities have launched initiatives to become Fair Trade Towns but have not yet achieved the status officially.

Kumamoto City: In 2011, Kumamoto became the first Fair Trade Town not only in Japan, but in Asia in general. The city’s achievement is the result of a nearly decade-long effort to promote fair trade in the city. Kumamoto’s steering committee has since been building relationships with other communities worldwide to promote fair trade. It has also hosted events and seminars for residents to get involved and learn about fair trade in other countries.

Nagoya City: Nagoya became Japan’s second Fair Trade Town in 2015. The city used its new status to build further momentum for fair trade activities, including using fair trade ingredients in school lunches. Komeda Coffee, a nationwide chain established in Nagoya, also made a push to use fair trade coffee in select locations. Nagoya also has its own events promoting fair trade, such as its “Sekai Fair Trade Day Nagoya.”

Zushi City: Zushi in Kanagawa prefecture became the third Fair Trade Town in Japan in 2016. The city’s fair trade initiatives are part of its “machizukuri,” or community building, efforts. In 2020, Zushi will start using fair trade sesame in its school lunches to promote its fourth year anniversary as a Fair Trade Town.

Hamamatsu City: Japan’s most recent Fair Trade Town is Hamamatsu in Shizuoka prefecture. It achieved the title at the end of 2017. Its website has an extensive directory and map of businesses that have fair trade products. The Shizuoka University of Art and Culture, located in Hamamatsu, was also designated as Asia’s first Fair Trade University in early 2018.

Fair Trade Case Studies in Japan

Some Japanese municipalities have made more efforts than the private sector to promote fair trade. However, major Japanese corporations still have done their part to varying degrees as part of their efforts towards corporate social responsibility.

Corporations taking fair trade initiatives

Dai Nippon Printing worked together with Shinjuku sweets shop La Vie Douce to sell macarons made with fair trade white sugar. DNP also sells goods featuring its original character DNP Penguin, such as cotton bags, made with fair trade ingredients.

NTT Data, has also used fair trade white sugar, as well as other ingredients, to make original cookies and sweets.

Kanematsu Corporation, which deals in electronics and food products among other things, has also used fair trade sports balls for soccer competitions it has hosted.

[Reference] Wakachiai Project

Younger generations to take the lead in the fair trade movement

Some Japanese universities have been promoting fair trade. These efforts probably reflect the fact that younger Japanese are more enthusiastic and knowledgeable about fair trade. A 2019 survey by the Fair Trade Forum Japan found that nearly 80% of respondents in their teens were aware of fair trade.

Chibashoka University in Chiba prefecture sold fair trade products on its campus in 2019. This was their way of promoting the United Nations’ Sustainable Development Goals. The university sold coffee and teas with the official mark of Fair Trade International. They also featured other organic products such as organic fruit juices.

The aforementioned Shizuoka University of Art and Culture is a bit more ambitious in its fair trade efforts. Students there opened a free space for fair trade exhibits on its campus in 2017. Students could freely display and sell local products, including rice and vegetables. Local vegetables cultivated by Hamamatsu farmers were also sold on the school cafeteria menu.

FairTrade Coin, a currency to connect fair trade communities in Japan

FairTrade Coin, launched by Japanese company eumo, aims to encourage ethical consumption, corporate social responsibility and work toward the U.N.’s sustainable development goals (SDGs). The digital currency was also used in Nagoya in May this year, which is designated as Fair Trade month in Japan.

Fair Trade Products in Japan

Shoppers in Japan have an increasing number of fair trade products to choose from. The worldwide cocoa industry especially has a massive problem with child labor and exploitation. Thankfully, some Japanese businesses are providing more ethical choices for chocolate consumers.

Sisam Fair Trade + design

If there is a pioneer of Fair Trade in Japan, Sisam Fair Trade + design would be the first brand to come to many’s minds. While Sisam’s stores are concentrated in the West Japan region, it’s long time presence since 1999 has built its strong foundation with a wide range of products and loyal customers. In the rising trend of sustainability, Sisam is taking further steps to together with their customers to achieve zero waste.

Read more about Sisam Fair Trade + design

People Tree

People Tree sells fair trade chocolates in addition to other products. Not only are their chocolates certified by the World Fair Trade Organization, they also have no preservatives and are made from 100% cocoa butter. This limits their sale to fall and winter as the chocolate melts easily in the heat.

Read about 4 Fair Trade Japanese chocolates

VANILLABEANS

VANILLABEANS is a company focused exclusively on fair trade chocolate. Their products can be considered both global and local due to using ethical ingredients from both overseas and Kanagawa.

The VANILLABEANS brand is a fairly early adopter of fair trade. They started using fair trade chocolate in 2007. The company is also helping farmers overseas, providing funds to help female farmers establish their own cocoa farms.

Read VANILLABEANS interview

The latest news about fair trade in Japan