Solutions for visualizing, understanding, and streamlining carbon emissions from various angles, such as business sites and products, corporate activities, and consumer behavior.
Efforts to conserve energy have been underway for several decades, but in recent years, the methods used have become more sophisticated, including AI and other technologies and billing methods based on usage. These solutions optimize energy usage.
Solutions related to batteries and hydrogen, such as electrification (EV) of mobility (means of transportation) such as cars and buses, which used to be fueled by gasoline, to reduce CO2 emissions, and to extract hydrogen for industrial use and to encourage its practical application.
Solutions related to batteries and hydrogen, such as electrification (EV) of mobility (means of transportation) such as cars and buses, which used to be fueled by gasoline, to reduce CO2 emissions, and to extract hydrogen for industrial use and to encourage its practical application.
Solutions that contribute to the fixation and absorption of CO2 in the atmosphere through forest protection and forest management, and offset the amount of greenhouse gas emissions that cannot be fully reduced through the purchase of carbon credits.
One solution is to reduce emissions in society as a whole by recycling metals, plastics, and other resources and products at various stages of economic activities.
Co-Creation with Pirika: Tackling Global Waste Visibility through the Mitsui & Co. Co-creation Fund
The "Mitsui & Co. Co-creation Fund," launched in 2023, is a social contribution initiative that goes beyond simple financial support. In this article, we interview Mr. Fujio Kojima of Pirika, who was selected for the fund to address the issue of waste leaking into the natural environment, and Mr. Junichiro Ishida from Mitsui & Co. We explore their activities and the synergy generated through this collaboration.
The "Mitsui & Co. Co-creation Fund" refers to individuals who work to solve social issues, such as social startups, NPOs, and researchers, as "Issue Finders." The Mitsui & Co. Co-creation Fund pairs such social issue solution professionals with Mitsui officers and employees who share the same "aspirations" to promote projects. While the grant amounts are large, ranging from 10 million to 100 million yen, it is hoped that the accompanying support will further grow the project and increase its social impact. In addition, by co-creating with specialists in social issues, it is hoped that the fund will provide insight into future sustainability businesses.
The Retail Infrastructure Business Division Becomes a Co-Creator in Waste Management Solutions
--Pirika, with Mr. Kojima as the "Issue Finder," has been working with a grant from the Mitsui Co-Creation Fund since May 2024. First of all, could you briefly tell us about your company's business?
Kojima: When people think of waste issues, they usually imagine the waste treatment industry. But we focus on a different area—solving the issue of waste leaking into the natural environment. We're a company that deals with problems such as littering, illegal dumping, and waste drifting onto shorelines.
--How did you come to know about the Mitsui Co-Creation Fund?
Kojima: We had been in contact with Mitsui for some time and had heard lightly about the Co-Creation Fund. However, since we are a stock company, we assumed we would not qualify. Then I had a chance to talk with Mr. Sasaki, who is in charge of the fund, and learned that social startups were also eligible to apply. From there, we started looking for Co-creators on our own.
Fujio Kojima
CEO, Pirika, Inc.
Born in Toyama and raised in Kobe. Studied mechanical engineering at Osaka Prefecture University and entered the graduate program in energy science at Kyoto University, which he paused to travel the world. Shocked by the scale of environmental waste issues in every country he visited, he founded Pirika, Inc. in 2011 to address natural waste outflow. He received the Environment Minister's Award in 2021 and was selected for MIT Technology Review’s Innovators Under 35 Japan in 2022.
--It is what is called "matching." Was it difficult to find a "Co-creator," a Mitsui officer or employee, which is a prerequisite for applying?
Kojima: Although everyone was interested, some were too busy, or the department they belonged to had little relevance to the social issue we aimed to solve, so the process wasn't always smooth. In this situation, we were able to attract the interest from the Retail Infrastructure Business Division.
--Mr. Ishida, what was your reaction when you were approached to become a Co-creator?
Ishida: According to the fund's rules, up to five Co-creators can be assigned, with a maximum of two from any one department or unit. I joined the project partway through, but I saw it as an opportunity to try something new. Also, when I read the application documents, I felt a sense of urgency, realizing that waste issues would become a serious problem in the future, and that's what compelled me to participate.
Junichiro Ishida
Retail Service Development Dept., Retail Infrastructure Business Div., Retail Business Unit, Mitsui & Co.,Ltd.
Responsible for managing affiliated companies and logistics materials for retailers. Joined the project as a co-creator in June 2024.
--What qualifies you for this role?
Ishida: One reason is that I had previously worked in a business related to plastic packaging materials. Even in my current division, we supply packaging to retailers, so we can't ignore the waste issue after consumption.
In this project with Pirika, we needed to install devices on delivery vehicles, which required retail connections. We also needed links with affiliated companies, and knowledge of circular economy concepts such as upcycling. These various factors came together, and that's how I was approached for the role.
Partnering with Retailers: Visualizing Waste via Smartphones Installed in Delivery Vehicles
--The project supported by the fund is titled "Creation of a litter research and countermeasure action network to address the problem of litter leakage into the natural environment in Japan and overseas." What does this initiative involve?
Kojima: Our company developed an app called Takanome(Hawk Eye) that surveys the distribution of litter. We install smartphones equipped with this app in vehicles, which then capture images of their surroundings while driving. This allows us to understand the quantity of litter. We also plan to implement a function that uses AI to identify the types of litter.
First, we will expand our research network both in Japan and globally, and then we will expand our case studies so that we can present how to use the visualized data. We will work in this two-stage structure.
--So the first step is to visualize litter, correct?
Kojima: Exactly. The reason for this is that litter leakage into nature has become a societal issue as serious as climate change. However, there are currently no standard metrics to gauge the severity of this problem. While temperature, humidity, and CO2 levels are easy to measure, this is not the case for litter.
In other words, we don't even know how much money we need to spend to solve the problem. We received support because of this fundamental gap in understanding.
Ishida: We're leveraging our retail network to assist with installing the devices in delivery vehicles and disseminating the data. When Pirika conducts overseas surveys, we also connect them with Mitsui's local networks to facilitate collaboration.
Kojima: Takanome technology was already available before we received support from the Mitsui Co-Creation Fund, and some local governments and industries had begun to use it. However, it had only been installed on vehicles that traveled on specific routes, such as garbage trucks and buses. With the help of retail delivery vehicles, we will be able to provide a wide range of information by providing a complete tour of an urban area.
--What kinds of insights can be gained?
Kojima: Improving cleanup efficiency is key. While many Japanese volunteer to pick up litter, their efforts often focus on already clean areas like those near city halls, which reduces overall impact.
We already know that when people with the same motivation, time, and number of participants pick up litter in high-trash areas, the collection volume triples. By the end of this year, we plan to link this with Pirika, our global litter pickup social media used in over 130 countries, to guide users to high-litter locations and enable more effective cleanups.
In Japan, the aging population makes it difficult to increase the number of volunteers. However, we can still improve efficiency. There's much room to make Japan even cleaner.
--We often hear from international tourists that "Japan's streets are remarkably clean." Where does Japan still face litter issues?
Kojima: It's true—Japan is very clean by global standards. However, we still see localized issues, like illegal dumping in mountains, marine debris on beaches, and trash near highway interchanges. We're now aiming to address these and achieve even higher cleanliness levels.
Why We're Expanding Litter Visualization Globally
--You recently announced that your initiative surpassed 1,800 kilometers across nine cities in five countries. Why are you pursuing this globally?
Kojima: Because for waste visualization to have true impact, it must become a global standard. That's why we're surveying key countries like the U.S. and those in Southeast Asia.
We plan to share the collected data with local governments and businesses to help find solutions. With this data, islands like Hawaii and Okinawa can be compared, sparking friendly competition that promotes action.
--That makes sense. Competitions can be motivating. You received a grant of 98,068,000 yen. What do you plan to achieve during the grant period?
Kojima: First, we will look at nine cities in five countries, and then we will narrow the number of cities to about three for the final survey. At the same time, we are planning to create a network of governments and municipalities, and to create a mechanism for our data to be used.
On a related note, we made unexpected progress this past year—we discovered that open-source data like publicly uploaded dashcam footage can be used for litter visualization. We're using some of the grant funds to refine the AI technology behind that capability.
We Overcame Many Hurdles Thanks to Our Co-Creator
--How do you feel about the "co-creation" mechanism between Issue Finder and Mitsui employees?
Kojima: Beyond support from the fund's office, having a Co-creator like Mr. Ishida has helped us overcome many hurdles. Leveraging the general trading company's network is a huge advantage.
I also learned a lot from Mitsui's way of doing business and how they approach partnerships. It gave me the impression that there's potential for continued collaboration even after the grant ends.
Ishida: In my daily work, I mostly deal with product development and logistics teams. But with Pirika, I've had the chance to interact with people from various sustainability departments. They quickly pick up on Mr. Kojima's passion, and they're open to sharing honest feedback. I've also deepened my understanding of litter-related issues thanks to Mr. Kojima's expertise.
With ethical consumption on the rise, I believe this new perspective on litter issues will benefit our future business efforts.
-- What are your goals or dreams to achieve by the end of the grant period in March 2026?
Kojima: Domestically, we hope to expand collaboration with retailers—especially convenience stores, which cover a wide range of areas through their logistics networks. Internationally, we aim to conduct surveys in model countries like the U.S. and establish strong partnerships with local governments and NGOs.
We've set a two-year time frame, rather than the maximum three, with the intention of making rapid progress. With one year left, we're determined to build a self-sustaining initiative that continues after the grant ends. To do that, we're working hard to build a solid track record that can lead to future business opportunities.
Ishida: Yes, our immediate priority is to continue collecting litter leakage data. At the same time, we'll work on case studies that demonstrate the value of this data. I hope our efforts will lay the groundwork for solving global litter issues.
