Zero Disposable Umbrellas by 2030: Japan’s new environmental initiative

While most people dread getting caught in the rain, iKasa’s Nature Innovation Group sees it as an opportunity for social and environmental transformation. The company has announced ambitious plans to eliminate disposable umbrellas from Japan by the year 2030, in a new initiative that has already roped in major real estate firms, J-REIT managers, and ten leading metropolitan railway companies. The plan also involves new funding from existing shareholders, such as the JR East Japan Group.

The initiative, called the “Zero Disposable Umbrellas by 2030 Project,” aims to address a disconcerting reality: Japan consumes around 120 to 130 million umbrellas annually. Alarmingly, about 80 million of those are disposable, contributing to significant waste and an increase in CO2 emissions.

Comedian Takizawa Shuichi, an ambassador for environmental sustainability, drew attention to the pressing issue at the project’s announcement. He emphasized the urgency of tackling the sharp rise in plastic umbrella waste, particularly during Japan’s rainy season.

“Imagine it—the impulse buy. You’re caught in an unexpected downpour, so you grab the closest umbrella at a convenience store. But what happens to it afterward?” said Takizawa, shedding light on a cycle of consumption and waste that most people rarely ponder.

Launched in 2022, the project targets not just individual behavior but also aims for institutional change. With the collaboration of partners active in Sustainable Development Goals (SDGs) and ESG management—including Kanden Engineering, Tokyo Gas, and MIRARTH Holdings—the initiative aspires to a seismic shift in how society views disposability.

One of the project’s many facets involves creating original-design umbrellas, crafted by each participating company. To sweeten the deal and promote behavioral change, all employees of these companies will receive free iKASA coupons for a year.

The project’s impact, however, promises to extend far beyond corporate campuses. Partner railway companies are getting on board, creating a network of easy-access umbrella-sharing stations across major cities.

The initiative’s broader objective aligns with the 2030 deadline for the United Nations’ Sustainable Development Goals (SDGs), symbolizing a step toward a more sustainable, waste-free world. Current collaborating enterprises include giants like 100BANCH, Rethink PROJECT, Asahi Kasei Home Products, Suntory Holdings, and Mitsubishi Estate.