LIMEX: A New Material Balancing Ecology and Economy Atsuyoshi Yamazaki

We spoke with TBM President Atsuyoshi Yamasaki, who manufactures LIMEX—a new material with diverse potential uses made from limestone—and contributes to reconstruction efforts. We asked him about LIMEX's features and his thoughts as an entrepreneur and business leader.

A new material made from limestone, replacing paper and plastic

The "LIMEX" I pursue as a business is a new material primarily made from limestone. It holds potential for use in various fields, including current applications of paper and plastic. Hence, its name combines "LIME" (meaning limestone in English) with "X" (symbolizing infinite possibilities). For instance, since paper has many unique characteristics and uses, I see LIMEX as a new material that can be utilized by selecting the appropriate application.

As you know, paper requires wood and water, while plastic is almost 100% petroleum. LIMEX's main ingredients are limestone and polyethylene, and it can be produced using almost no water. Limestone reserves are abundant and rare in Japan, allowing for domestic self-sufficiency. Furthermore, it has minimal negative environmental impact, as it avoids using materials like tropical rainforest timber. Therefore, it can be considered an ecological material.

It also holds significant potential overseas. Living in Japan, where forests and water are abundant, it might be hard to imagine, but paper mills consume vast amounts of water. This makes production challenging in the inland regions of large countries like the US, China, and India, or in water-scarce nations. Moreover, developing countries are now industrializing, their populations are growing, and demand for paper is increasing. LIMEX is highly anticipated in these nations.

Meanwhile, companies in developed nations are interested in LIMEX as a plastic substitute. Reducing petroleum use is a particularly high priority for large corporations. This is because it not only conserves resources but also helps control costs, including recycling expenses.
This ability to balance ecology and economy is a major feature of LIMEX.

Building a company where employees can dream for generations

The roots of LIMEX lie in "stone paper," encountered in Taiwan in 2008. This is literally paper made from limestone. Sensing its potential, we started as an import agent, but the quality was unstable and far from viable as a business. So, we decided to manufacture it ourselves, developed proprietary technology, obtained patents, and embarked on commercialization. Last year, our first factory was completed in Shiroishi City, Miyagi Prefecture. It currently operates as a pilot plant employing about 30 people.

A pivotal event set the stage for my full commitment to LIMEX. At age 30, during my first visit to Europe, I was profoundly moved by buildings and streetscapes that had stood for centuries. This moment came after starting my first business at 20, passionately pursuing several ventures, and spending a decade as an entrepreneur. It made me seriously consider, "What legacy can I leave as an entrepreneur?"

Many executives become conservative as they age, avoiding big challenges and losing their dreams. I wanted to leave behind a company where, when I become an old man, the young employees can dream, and when those young people become old men, they can dream again—a cycle that continues. I know I can't build something that lasts hundreds of years, but I believed such a company could endure. One that's global, aiming for 1 trillion yen in sales, and engaged in businesses that benefit society. Finding such a venture wasn't immediate, but while exploring possibilities, I encountered LIMEX.

At first, I thought it was just "interesting." But as I heard opinions and impressions from trading companies, manufacturers, and experts, I gradually became convinced: "This is it." I believe it was because I had this conviction that I could keep going without giving up until now.

From the Disaster Area to the Japan Pavilion at Expo Milano

Five years have passed since the Great East Japan Earthquake. I myself volunteered in the disaster area just three days after it struck. My experiences there made me strongly resolve to become a business leader who could support disaster-stricken regions. That's why we built our factory in Shiroishi City. Last year, we provided LIMEX-made tote bags and admission cards, crafted by young members of the Shiroishi Factory, to the Japan Pavilion at the Milan Expo. Seeing LIMEX made in Shiroishi reach Italy was deeply moving. This year, our efforts in attracting factories and similar initiatives were recognized, and we received the "Great East Japan Earthquake Recovery Award" at the "Japan Venture Awards 2016." This award renewed my determination to ensure our company continues making contributions worthy of such an honor.

Handbags and posters provided to the Japan Pavilion at Expo Milano

Last November, we were selected for the Ministry of Economy, Trade and Industry's "Subsidy for Business Location in Tsunami and Nuclear Disaster-Affected Areas to Create Employment (Manufacturing Location Support Project)". By December next year, an even larger-scale mass production factory will be completed in Tagajo City, Miyagi Prefecture. We plan to employ around 100 people locally. This is an area that suffered more severe damage. New challenges begin, both in business and in reconstruction.

Looking ahead, we aim to expand possibilities beyond paper and plastic into diverse fields like building materials, automotive components, robotics, and medical applications. Furthermore, we plan to use the main factory in Tagajo City as a model facility, targeting regions facing water resource shortages to provide our technology globally.
Furthermore, our goal is to grow into a company that can export not only technology but also the culture of a Japanese enterprise—including values and ideas like creating a company where everyone finds meaning in their work. We believe that when circular innovation is deployed worldwide, it could spark the emergence of similar businesses. If that happens, we would feel we have played a part as a company contributing to society.