Paper Cups Turned into Vegetables!? Collective Impact from Kitakyushu City

Sustainable d Actions is an initiative where the Dentsu Group applies its problem-solving capabilities to transform itself and contribute to society, aiming to realize a sustainable society. The "d" stands for dentsu, diversity, and dynamic.

This series will introduce various "Sustainable d Actions."

The first installment introduces a collective impact case study (*1) involving the J.League soccer club Giravanz Kitakyushu, based in Kitakyushu City, collaborating with companies and local governments. Ms. Mineko Hotta, who works on SDGs and circular economy initiatives at Dentsu Inc., reports on the proof-of-concept experiment ( release here ) where paper cups used at the stadium were composted and used to grow vegetables.

※1 Collective Impact: Collaboration among diverse companies and local governments.

 

 

Fifteen companies, organizations, and municipalities collaborated. They composted "fully biodegradable paper cups" and utilized the compost for vegetable cultivation.

The pilot experiment took place during the "Giravanz Summer Festival 2021" event held by Giravanz Kitakyushu on Sunday, August 22, 2021, and Saturday, August 28, 2021 (*2).

This project began with a collaboration between Mitsubishi Chemical, NTT Business Solutions, and Well Create. Participation expanded to include Dentsu Inc., Giravanz Kitakyushu, and others, ultimately bringing together 15 diverse companies and organizations that combined their respective areas of expertise to make it happen.

※2 The event was held with strict COVID-19 countermeasures in place and limited attendance.

 

Paper cups made from biodegradable plastic developed by Mitsubishi Chemical were provided at Giravanz Kitakyushu events. NTT Business Solutions and Well Create then composted the collected used paper cups together with food waste using their "Food Waste Fermentation Decomposition Device (FOORSTARS)". Part of this compost was then used by a local high school to grow vegetables, which were sold at the stadium. This demonstration experiment for a regional food resource circulation system originating from the soccer stadium also involves 15 other companies and organizations, including beverage manufacturers and local governments.

While conventional paper cups are coated internally with petroleum-derived non-biodegradable plastic "polyethylene," this demonstration experiment used paper cups made with Mitsubishi Chemical's biodegradable plastic "Bio-PBS (※3)." These cups were used at stadium concession stands. The entire paper cup, including beverage residue and food waste, can be composted.

Collection boxes for the cups were placed throughout the stadium, and screens displayed information about the initiative and requests for participation. A wide range of local residents and fans of all ages gathered for the event, enjoying the game and activities while taking part in this effort.

※3 BioPBS (BioPBS™ biodegradable resin: BioPBS™ is a plant-derived biodegradable resin developed by Mitsubishi Chemical, which holds the basic patent. It decomposes into water and carbon dioxide by natural microorganisms, minimizing environmental impact. Compared to other biodegradable resins, it offers superior performance in low-temperature heat sealability, heat resistance, and flexibility. Using BioPBS™ as the inner laminate material for paper cups enables the entire cup to decompose in composting facilities or soil.

 

Approximately 3,600 paper cups were collected over two days and sent to Kitakyushu City's recycling center the following day. This facility houses "FOURSTARS," a food waste fermentation and decomposition unit jointly provided by NTT Business Solutions and Well Create.

Paper cups are composted in the "FOURSTARS" food waste fermentation and decomposition unit (right).

 

The paper cups fed into the system are decomposed within four days by the power of Servelix (a microbial-derived composting accelerator), leaving no trace visible to the naked eye. They then undergo secondary and tertiary fermentation, turning into compost after about two months. This compost is used to grow vegetables cultivated by Fukuoka Prefectural Yukuhashi High School in Kitakyushu City. Next spring, these vegetables are scheduled to be harvested and sold at the stadium. Used paper cups become compost, which grows vegetables. A local SDGs initiative creating a circular flow has begun.

A new cycle born from the unity of sports, community, and business

As an environmental model city, Kitakyushu City is tackling various SDGs. Within this city, Giravanz Kitakyushu actively engages in unique activities closely tied to the community to achieve SDGs. What was striking was the project manager's statement that this pilot experiment is not "special," but rather part of their routine SDGs activities.

Why does a soccer team treat SDGs as "standard practice"? Why did they participate in this pilot project? Digging deeper into these reasons revealed the potential for a new cycle emerging from the integrated efforts of sports, community, and business.

From here, we explore these possibilities through an interview with Mr. Yukito Tamai, President and Representative Director of Giravanz Kitakyushu.

Mr. Yukito Tamai, President and Representative Director of Giravanz Kitakyushu.

 "Understand the local context and become a club truly needed by the community"

──Why does a soccer team engage in various SDGs activities?

Our goal is not only to build a strong team but also to grow into a club cherished by the community. To be loved by the region, it's crucial to understand its unique characteristics, adapt what the people of Kitakyushu have built over time to the modern era, and grow together.

This city overcame severe pollution to become an environmental model city. Precisely because of this history, we feel compelled to take the lead. Since 2019, we've been implementing various initiatives to achieve the SDGs.

"Sports × Community × Business creates a new cycle that engages people of all ages."

──Compared to previous initiatives, what are the key points of evolution this time?

The reason we should spearhead SDG activities within our community is that sports encompass a wide range of generations, from children to the elderly. This pilot project represented progress beyond previous efforts by creating a cycle that engaged this broad spectrum of generations.

Children, families, and adults visiting the stadium drink beverages from these paper cups. After use, the cups become compost, which is then used by high school students to cultivate vegetables. These vegetables return to the stadium as food, gathering people of all ages once more. This creates a cycle that circulates within the community , incorporating various generations. It's an initiative that fosters such a cycle.

Furthermore, since Giravanz Kitakyushu traces its roots back to the Mitsubishi Kasei Kurosaki Soccer Club, this collaboration with Mitsubishi Chemical represents a return to our origins and a connection to our heritage, which we find deeply meaningful. The convergence of the community, sports, and corporate roots is giving birth to a new future. We find this story profoundly significant.

From left: Tetsuya Kobayashi (Mitsubishi Chemical), Yukito Tamai (Giravanz Kitakyushu), Kento Miyaoku (NTT Business Solutions), Nobuko Nakahara (Well Create), Mineko Hotta (Dentsu Inc.).

To regions nationwide. The expanding "Regional Food Circulation System"

Through these interviews, I was reminded that diverse players aiming to solve the same social issues, collaborating while leveraging their distinct strengths, and incorporating a wide range of consumers across generations into the cycle, creates the potential for unprecedented results.

The circular system implemented in this pilot project, formed through the cooperation of numerous companies and schools, became a "collective impact" enabling smooth progress toward solving social issues. This system appears applicable not only to other regions and sports but also to entertainment and events.

Indeed, inquiries are already coming in from other municipalities, sports organizations, and various event organizers asking, "Could we implement this in our own areas?" I feel great anticipation for Giravanz Kitakyushu's future initiatives and the emergence of new "collective impact" models.

The Dentsu Group possesses expertise in collaboration and its effective scaling across diverse entities—including corporations, municipalities, organizations, and schools—accumulated through its work in sports, entertainment, events, and marketing. Moving forward, based on the outcomes of this pilot project, we will advance further developments and new solution creation alongside Mitsubishi Chemical and NTT Business Solutions, contributing to the realization of a circular economy.